• It has weak presence regarding the social-networking space.

• The products and services integration is quite heterogeneous.

• It does not hold any strategy for contraction.

• The cost for the data-center getting higher and higher.

Opportunities

• It has vast opportunities for reaching new groups/segments and reaching for new contents.

• Easy expert search, which can be integrated using open-url.

• Using higher value content on the web.

• It can relive the trend like Yahoo! and MSN and become a mass market portal for users that will increase switching costs for its potential users.

• It can add localized vendors paid advertisements on the localized search.

• It can merge with an already existing mass market portal to cover more ground regarding its users.

• It can provide more services to the hand-held devices to capture more market that goes past the conventional internet.

• It can increase its overall ad spending online.

• Its can enhance by having new acquisitions.

• It can increase the internet usage which will render the usage of google.com to be increased as well.

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Threats

• It can lose control over the indexing policy.

• The censorship will be imposed which will render many services to be less effective.

• Library services becoming less visible.

• Users ending up not getting to the institutional subscription.

• The disappearance of informational skills.

• Competition from firms like Yahoo, MSN.

• Legal trials.

• Federal lawsuit regarding the collection of search habits of the consumers, which erodes public perception.

• It will lose a considerable amount of revenue if its contacts with portals like AOL.

• There is no time constraint regarding the business, competitors can emerge with better interface and new ideas regarding the search mechanism that will make Google lose its market share.

• Its confusing cost-per-click policy can disappoint the clients and the firm may start losing them.

• It can lose its simple and user-friendly interface if it decides to become a portal, for which it is favorite among its users.

• It can get stuck in issues if it decides to acquire information regarding its users’ personal information.

• Merging with another already establish mass market portal will be a good step, but Google will start losing its well-earned brand-name.

• Its service relies highly on its network members.

• Privacy issues regarding the content ownership.