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The company of Google China Background of Google focused on search services. Named for the mathematical term googol, . What is Google Googol is the mathematical term for a 1 followed by 100 zeros. The term was coined by Milton Sirotta, reflects the companys mission Google History Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, headquartered in Silicon Valley with offices throughout North America, Europe, and Asia. Google Today connect millions of people around the world worlds best known brands. recognized as the worlds largest search engine NASDAQ-listed company Googles Mission organize the worlds information and make it universally accessible and useful. Googles play on the term reflects the companys mission breakthrough technology and continued innovation Google China English and Chinese-language search services at G Have secondary market share in China competitors include B and Yahoo China Current problem: Decrease of Market Share in China Causes: Inadequate Localization Servers in California, US Reduce the efficiency Relatively lower speed Inaccessibility (e.g. Firewall, earthquake in Taiwan) 2. Censorship in China 2002, blocked for the first time by the Great Firewall Didn’t comply the keywords filtering requirement → Frequently blocked →switch to Baidu→lost ursers Prefer the uncensored one 3. Cultural and user experience differences Google China did not think locally (e.g. its awful unwelcome Chinese name “谷歌”. 16.3% users are aware about half of the surveyed Internet users misspelled “Google” – CNNIC) Google China did not know how to compete in Chinese market. Can’t catch the Chinese internet users’ cultural mainstream as accurate as Baidu Resulted in a low brand awareness of Google among Chinese Internet users 4. Domestic search engine competition Especially Baidu (Chinese market leader) Baidu specialized in Chinese language search engine