Google Behavio - Article Example

Download file to see previous pages One of these recent acquisitions that Google hopes will aid them in continuing to exert a high level of influence and power over the market is their recent acquisition of a firm previously known as “Behavio”. Accordingly, this brief analysis will seek to define how Behavior came into existence, what specific strengths it offers, and the likely means by which Google will attempt to leverage the strengths as a result of the acquisition. Behavio was born out of the Massachusetts Institute of Technology (MIT). As with many tech startups that utilize and leverage public/private funds, Behavior received in excess of $355,000 from a venture capitalist group known as Knight Inc. As the technology developed, the firm spun off independently and soon began to develop a platform and application for Android OS that would serve as a type of predictive behavioral environment (Zhu 1). With this ultimately signified was an application that was able to use a various array of inputs from the environment in order to gather valuable information with regards to what the individual phone operator might engage in that and/or to predict future behavior based upon the inputs that it been gleaned. This behavioral modeling of course represents a valuable asset to any marketing firm as it allows the applications owner to specifically market goods or services based upon the likely activities engaged in by the owner. Seeing the potential of this application, Google sought acquisition due to the fact that it could easily integrate such a platform within its current product offering sweet. For instance, the reader can and should integrate with an understanding of the fact that if an individual operating the Behavio application upon their android device is currently engaging in an outdoor activity with key physics movements that allow the individual device to determine what is being done, this information can then be tied in to a number of Google applications and further aid the predictive modeling that Google has Artie pioneered. Beyond just the marketing aspect, this allows much closer integration with the level and extent to which such services such as group Google maps, Google shopping, and of host of others can present the utility to the end-user (Woods 1). Moreover, it is been determined by those who of analyzed the software that Behavio is not only able to gather and drivers upon the individual, it is also able together and draw inference upon entire groups or communities of individuals that are using application. In such a way, the targeted information across a range of demographics, social groups, races, and ages can be integrated with the end-user. Ultimately, by being able to tie in both the marketing and utility aspects that it herein been discussed, it is easy for the reader to understand how such an application, or group of patients, helps to fit the needs of Google (Ong 1). Ultimately, Google is interested in the maximization of profits. In order to achieve this, they need to offer increased utility for their users as well as increased means by which they can market within the product offerings they have. Since Behavio promises to do both of these concurrently, ...Download file to see next pagesRead More