How Google Works: Google Base Case

By David F. Carr Print this article Print

For all the razzle-dazzle surrounding Google, the company must still work through common business problems such as reporting revenue and tracking projects. But it sometimes addresses those needs in unconventional—yet highly efficient—ways. Other

Google Base Case

Headquarters: 1600 Amphitheatre Pkwy., Mountain View, CA 94043

Phone: (650) 253-0000

Business: Web search and supporting information products

Chief Information Officer: Douglas Merrill, vice president, engineering, and senior director of information systems

2005 Financials: $6 billion revenue; $1.46 billion net profit.

Challenge: Deliver technologies to organize the world's information and make it universally accessible and useful.

Baseline Goals:

  • Build the systems and infrastructure to support a global, $100 billion company.
  • Expand data center infrastructure, which, as measured by the property and equipment, more than doubled, from $379 million in 2004 to $962 million last year.
  • Maintain high productivity as measured by revenue per employee, which ranged from $1.38 million to $1.55 million in 2005.

This article was originally published on 2006-07-06
David F. Carr David F. Carr is the Technology Editor for Baseline Magazine, a Ziff Davis publication focused on information technology and its management, with an emphasis on measurable, bottom-line results. He wrote two of Baseline's cover stories focused on the role of technology in disaster recovery, one focused on the response to the tsunami in Indonesia and another on the City of New Orleans after Hurricane Katrina.David has been the author or co-author of many Baseline Case Dissections on corporate technology successes and failures (such as the role of Kmart's inept supply chain implementation in its decline versus Wal-Mart or the successful use of technology to create new market opportunities for office furniture maker Herman Miller). He has also written about the FAA's halting attempts to modernize air traffic control, and in 2003 he traveled to Sierra Leone and Liberia to report on the role of technology in United Nations peacekeeping.David joined Baseline prior to the launch of the magazine in 2001 and helped define popular elements of the magazine such as Gotcha!, which offers cautionary tales about technology pitfalls and how to avoid them.
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