OpenSocial: Google's Breakthrough Strategy to Outsmart Facebook - ICMR Case Studies and Management Resources

Details

Case Code : CLBS097
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Competition, offensive strategies, multi-faceted competition, defensive strategy, Internet software, social networking, online advertising system, social networking-oriented advertising, social data, news feeds, social applications, Google, OpenSocial, Facebook, Microsoft, application programming interfaces, APIs, MySpace, Orkut, Oracle

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Abstract:

In late 2007, leading Internet software company, Google Inc. (Google), launched a social networking platform, OpenSocial, in its effort to create a breakthrough in the fast growing social networking space. Google contended that the platform would benefit software developers, websites, as well as users. Analysts noted that Google, known for its offensive strategies, was resorting to a defensive strategy aimed at nullifying some of the advantages enjoyed by the world leading social networking site Facebook, which had initiated a similar platform earlier in the year.

Introduction

On November 1, 2007, one of the world's leading Internet software companies, Google Inc. (Google) launched a social networking platform in its effort to achieve a breakthrough in the fast growing social networking space. OpenSocial was a set of common application programming interfaces (APIs) partnering with social networking companies such as Bebo, Engage.com, Friendster, hi5, Hyves, imeem, mixi, MySpace, Ning, Orkut, Plaxo, Six Apart; and business-related networking companies like LinkedIn, Tianji, Salesforce.com, Viadeo, Oracle, and XING. Barclays had been present in India since the 1970s through its Investment bank Barclays Capital...

OpenSocial: Google's Breakthrough Strategy to Outsmart Facebook*