COLLEGE OF BUSINESS

SCHOOL OF BUSINESS MANAGEMENT

BPME2023 CREATIVITY AND INNOVATION

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SECOND SEMESTER OF 2021/2022 SESSION (A212)

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INDIVIDUAL ASSIGNMENT: COMPANY CREATIVE IDEA

AND INNOVATION REPORT: GOOGLE MAPS

PREPARED FOR:

DR. MOHD SOBRI BIN MINAI

PREPARED BY:

MICHAEL TAWANDA MOYO 276739

DATE OF SUBMISSION: 29 JUNE 2022.

 TABLE OF CONTENTS

1.0 Background ........................................................................................................................ 1

2.0 Background of the Service ................................................................................................ 2

2.1 Development History...................................................................................................... 2

2.2 Google Maps’ Success .................................................................................................... 3

3.0 Management ....................................................................................................................... 4

4.0 Google with Creativity and Innovation............................................................................ 4

4.1 Google Maps Innovative features ................................................................................. 5

5.0 Lessons Learned ................................................................................................................. 9

6.0 Future of the Service ........................................................................................................ 10

7.0 Additional Information ................................................................................................... 10

7.1 Revenue stream ............................................................................................................ 10

REFERENCES....................................................................................................................... 11
1.0 Background
Google (Google LLC) is a multinational technological corporation stationed in
America. It specialises in search engine technology and development of artificial intelligence.
It too focuses on cloud computing, computer software, quantum computing, e-commerce, and
consumer electronics. The company is classified under the communication services sector. It
has been deemed "most powerful firm in the world" and is one of the most valuable brands in
the world. Along with Amazon, Apple, Microsoft, and Meta, it is regarded as one of the Big
Five American technological corporations.

The company was birthed on 4 September 1998 by two young gentlemen named Sergey
Brin and Larry Page. The two started the company during their PhD studies at California based
top institution Stanford University. Today, the two brothers own 14% of the company's
outstanding shares and control 56% of the stockholder voting power within the company
through super-voting stocks. Google went public in 2004. In 2015, the company went on to
become recognised as a wholly owned subsidiary of Alphabet Incorporated. Today, google is
Alphabet Incorporated's largest subsidiary.Also in 2015, Google appointed Sundar Pichai as
their CEO on October 24, 2015, replacing Larry Page, who became the CEO of Alphabet. On
December 3, 2019, Pichai also became the CEO of Alphabet.

In its initial stages, Google offered only a search engine, but the company has exploded
in recent years, diversified, and now offers a wide range of different products with many of
them dominating their markets. Google’s portfolio today consists of Gmail for email, Google
Maps for navigation, Google drive for cloud computing, Google chrome for web browsing,
YouTube for video sharing, Google Workspace for productivity and Google Translate for
language translations and other products

Google has built a strong reputation for itself and is today known for its highly
ambitious technological innovations, which are always aiming to address the problems of
humanity and today's world. Examples of such ambitious technological innovations include
transformer models, self-driving cars, smart cities, and quantum computing.

The two most popular websites globally are Google and YouTube, followed by
Facebook and Twitter. According to market share, Google is also the biggest provider of the
following services: email, office suite, video sharing platform, photo and cloud storage, mobile
operating system, web browser, ML framework, and AI virtual assistant. Google is ranked

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second by Forbes and fourth by Interbrand on the list of the most valuable brands. It has been
under heavy fire for issues like invasion of privacy, misuse of its monopoly position, tax
evasion, censorship, and search neutrality.

Figure 1: Original Google logo (1997). Present day Google Logo (2022).

2.0 Background of the Service

Google maps is a web-based navigation platform and application offered by the
company Google. It contains features intended to help any and all users in their daily commutes
to work, or on their travels around the globe. Features of the application and platform include
planning of routes for travel by a number of transportations methods such as car, train, bus,
bicycle and foot. Furthermore, it features satellite imagery, views f streets and real-time traffic
condition information.

2.1 Development History

The starting point of Google Maps was as a C++ desktop program. It was developed by
a pair of brothers Lars Rasmussen and Jens Ramussen at a company named 'Where 2
Technologies' At first the application designed to be installed separately by users, however the
idea to turn it into a web-based product was brought up and adopted later on. The company
where google maps was initially developed went on to later be purchased by google. Following
that, google also purchased Keyhole, a data visualisation company and a real time traffic
analyser, giving it the ingredients it needed to turn the basic program into Google Maps. Google
Maps officially launched in 2005, in the month of February.

The application's front end uses JavaScript as the primary language, with XML and Ajax in
conjunction. Google maps launched for the Android and IOS operating systems in September
of 2008.

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2.2 Google Maps’ Success
After its introduction in 2005, Google Maps, has grown to become the world’s best-
known navigation and mapping service and has set the bar high for competitors. In mid-2005,
google announced Google maps API, (Application Programming Interface), which allowed
developers to embed Google Maps data and functionality into their own projects and websites.
This saw Google maps grow tremendously as it became widely used as the common mapping
system on wab pages.

Furthermore, in the following year, the expert programmers at Google introduced the
then new concept street view, which would go on to become the service’s most well-known
feature. The street view feature is one of the main reasons why users used Google Maps. The
feature allowed users to see views of neighbourhoods and streets almost anywhere in the world
as if they were standing there themselves, a feature which was not available on any other
competing navigations. One of the biggest competitive advantages the introduction of this
feature gave Google was that it meant the company did not have to rely on attaining data and
information from third parties anymore, and this marked the point where google maps truly
began to grow beyond what had been anticipated.

As mentioned previously, Google Maps has become the worldwide leader in navigation
services. In August of 2013, Google maps was the most popular smartphone application in the
world, being owned and used by over 54% of smartphone users that calendar year according
to data from researcher Riley Panko. Four years later in May of 2017, the application was
reported to have 2 billion users on Android. furthermore, today, over 5 million applications and
websites use the navigation system every week asp per company statistics.

Google Maps’ success was attributed to their innovations and introduction of

technologies which changed the world forever. In its initial years, google provided extensive
accurate navigation data compared to other GPS applications, and competing applications were
not as accurate. Competing applications had lots of inaccuracies which made them poor choices
compared to Google’s product. A survey found 25% of people preferred to use google maps
because it offered better data with directions. Zack Drew, the head of business development at
Blue Label labs was quoted in 2007 saying that 'Google Maps has better data’ because ‘it’s the
internet and knows everything’ in comparison to other navigations.

Google’s synchronisation features are yet another area where Google Maps led
competitors. The application was not just limited to cell phones but began on the website and

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allowed users to look for directions from their computers which they could then later access on
their mobile phones. This synchronisation feature was a huge advantage Google Maps had over
competitors and was something users enjoyed. The desktop experience described in the
previous point also played a role. This is because Google Maps began as a web application and
was able to capture customers on the web first. The application then trickled down into smart
devices making it a natural choice for consumers. For years, the application came pre-installed
on cell phones, making it a natural choice for users, who then kept on using it. Meanwhile,
competing applications had to attract customers solely from applications on mobile devices.

3.0 Management
To continue to feed Googles appetite for delivering ambitious innovations as mentioned
earlier, the company had been working hard to develop their existing products and come up
with new ideas in an increasingly competitive market. To do this, google uses the Laisse faire
management style to encourage employees to be creative and promote innovation.

4.0 Google with Creativity and Innovation

Google has managed to survive in a very competitive market for more than 30 years.
In other words, Google has managed to gain, establish, and maintain a trust and good
relationship with their customers over these years. According to managing director Marc
Wong, to be able to survive in such a market for such a long time in not a merely simple task.
The most successful and competent business owners and directors know to focus on the quality
of their products and or services, and also to focus on defining and solving a specific problem
with their products and services. Google uses artificial intelligence and complex software to
develop and integrate features into their applications which are designed to specifically make
the experience of using their application better for the end user. If a feature does not completely
relate to making using the app better for the end user, the feature will not be included. This is
to avoid the overloading of unnecessary features into the application with a lot of them not
providing anything to the users. Mr Wong noted that many applications in the same industry
like to be the ones with the most features but most of their features, while being creative and
innovative are found to be useless to users a lot of the time.

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 Creativity at Google takes many different forms. One of which is Google Labs, a 'lab'
where ideas are brainstormed then 'incubated'. This is a process in which google entertains new
ideas.

Creativity and innovation are a large part of businesses today, with the boundaries of
imagination being pushed to new limits each year with newer products and newer features.
This is very important because without being creative and innovative, companies will not
survive for long in the marketplace. With a navigation application, customers are not only
concerned with directions to destinations, but also with other little extras which the application
provides to make the experience of getting places that much easier, convenient, and more
enjoyable using the application or software. Furthermore, according to Google Maps team
leader Jen Fitzpatrick, these features are also important because they are the little things which
making using their service that much better and are the little conveniences that make customers
attached and loyal to the service.

Google maps is not targeted to one specific market segment. Anyone who needs to get
somewhere can use the application. Therefore, the feature needs for every customer are not the
same. Younger customers will prefer a modern interface meanwhile older users want
something simple enough to use without unnecessary annoyances. Therefore, the company has
to be creative in order to cater to these different customers and develop a GUI which can be
used and understood by anyone and everyone.

Moreover, another influence of creativity and innovation is the environment. The

increasingly competitive environment in the navigation market today is forcing Google to think
out of the box in order for them to stay ahead. There are increasing competitors in the form of
Apple Maps, and MapQuest. Google has had to push their imagination to maintain and enhance
their position in the market. They have done so by introducing unique features which no other
application is able to offer.

4.1 Google Maps Innovative features

The following are unique and innovative features Google has in comparison to its
competitors, with a diagram attached to each.

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 1. Augmented reality

Google introduced a feature for Google Maps to make it easier for users to know if they
are moving in the right direction. The feature is called live view and uses augmented reality
technology to help users see visual makers in the real world through their device's camera. To
use this feature, users simply have to tap the augmented reality button on the application, point
their camera in front of them and will have directions right in front of them.

Figure 2: Live View Feature with Augmented Reality.

2. Offline Availability

In some cases, users will be travelling through rural areas and will not always have access
to a stable internet connection. This posed a problem for user who were travelling to these
areas. Google introduced offline availability to Google Maps, which lets users download maps
of certain areas for view without an internet connection. This has been a welcomed innovation
and has been useful to many users.

This feature works by users searching for the area they want such as a neighbourhood and
even a whole city, go to the directions section and simple click download. This feature is not
available on Google Maps immediate competitors namely Apple Maps and MapQuest.

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 Figure 3: Offline Availability.

3. Travel Suggestions

For users looking for a place to go for purposes such as leisure, the explore section in
Google Maps shows suggestions for where to go such as restaurants and nightlife based on
users' current location and the app data the places, they frequent the most is used to personalise
suggestions. This innovative feature is most useful for tourists, or when visiting new areas.

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 Figure 4: Travel and Entertainment Suggestions.

4. Timing

Google was creative in introducing a timing feature which is helpful when users want to
find directions in advance. The features allow users to set the time for when they plan to travel
and will then be served up directions based on traffic patterns for all modes of transport such
as car, bus, train, and other variables.

Figure 5: Timing Feature

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 5. Crowdedness Checking Ability
Another innovative feature that came to Google Maps was the ability to check how crowded
a mode of transport will be when users plan to travel using said mode of transport. For example,
on a train this will tell users if the train is crowded to the point where there are no seats left,
which could influence then to change and use another method of transport to travel. This feature
is beneficial because it removes the problem of getting to the train or bus and finding it too
crowded.

Figure 6: Crowdedness Checking Feature.

5.0 Lessons Learned

The following lessons have been derived from the company's endeavours with Google
Maps. First, is to make sure the problem being addressed is clearly identified, framed, and
articulated. It is important not to get lost in the ingenuity, technical innovation, and design
aspects too much because the real value of the service is in whether or not it has solved the
defined problem for customers. Second is to make decisions based on data. Data should be used
to decide in which direction to take when implementing new features or aiming for
improvements. Third and most critical, is to define the bare Minimum Viable Product, that is,
to define the required features which will attract customer attention. Be rigorous in deciding
which features are not required and are not completely necessary to the end user, and focus on
those which are, and implementing them in the best way possible.

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6.0 Future of the Service
As Google Maps looks ahead, they will be introducing lots of new features and updates.
These include a newly designed look for the application and more information about transit
rides when travelling. In regards to the market standing of the application, Google Maps is
likely to continue to dominate for years to come, with no competitor even remotely close to
challenging the giant.

7.0 Additional Information

7.1 Revenue stream
It is a natural question to wonder how Google generates revenue from the world's
favourite navigation application. The company earns a majority of its revenue through
advertising, and this is the same case with Google Maps. Google's Advertising program lets
businesses place their advertisements on the interface of the google maps application, allowing
them to create profiles that make it easier for people to find their establishments.

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 REFERENCES
Abrar Alhajri. (2015). Creativity and Innovation in Google. Retrieved from:
https://www.ijsr.net/archive/v7i2/ART201822.pdf

Ben Linders. (September 19, 2019). Lessons Learned from Innovating at Google: Frame the
Problem, Use Data, and Define the MVP. Retrieved from:
https://www.infoq.com/news/2019/09/lessons-learned-innovate-google/

Don Reisinger. (December 19, 2019). Google Maps Are More Popular Than Ever: 10 Reasons
Why. Retrieved from: https://www.eweek.com/mobile/google-maps-are-more-
popular-than-ever-10-reasons-why/

Investopedia. (March 25, 2022). How Does Google Maps Make Money? Retrieved from:
https://www.investopedia.com/articles/investing/061115/how-does-google-maps-
makes-
money.asp#:~:text=Like%20most%20of%20Google%27s%20products,of%20which
%20it%20charges%20for.

Jen Fitzpatrick. (February 6, 2020). Charting the next 15 years of Google Maps. Retrieved
from: https://blog.google/perspectives/jen-fitzpatrick/charting-next-15-years-google-
maps/

Matthew Johnston. (May 4, 2022). Investing in Google (Alphabet) Stock (GOOGL; GOOG).
Retrieved from: https://www.investopedia.com/alphabet-stock-googl-5095140

Samuel Gibbs. (February 8, 2015). Google Maps: a decade of transforming the mapping
landscape. Retrieved from:
https://www.theguardian.com/technology/2015/feb/08/google-maps-10-anniversary-
iphone-android-street-view

Wikipedia. (2022). History of Google. Retrieved from:

https://en.wikipedia.org/wiki/History_of_Google

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