Google's Case

Google’s products and services have changed over the years; the company started to offer

new products and services beyond their search engine such as, Google Mobile, Google Maps, Google Chrome and Gmail, etc. To make online shopping a more convenient process for online shoppers, Google has created a Google Trusted Stores Program that consists of a badge displayed on a store’s website to make the shopper feel more confident when making an online purchase.

This badge is only awarded to online stores that deliver a great overall experience, so even if you haven’t shopped with this merchant before, you can easily tell if they are trustworthy, ship quickly and reliably, and offer exceptional customer service. (Fallows, 2012, para. 4).

Like Google, Microsoft’s products and services have evolved too. Once the company

entered the game industry, its focus shifted to Xbox and TV as opposed to being strictly focused on software. Microsoft has also been focusing on Bing; its search and Decision engine, Office and other windows applications.

Both Google and Microsoft have been known as the most innovative companies in the

world. Throughout the years, Google has gone beyond its web search engine and the evolution of the search engine; it started offering productivity software and other web applications that are referred to as Google Apps. Not all Google’s innovations have been successful innovations, one example of Google’s unsuccessful innovations is the Google Wave, which refers to an online communication between multiple users with the ability to format text, photos and videos. Like Google, Microsoft has been innovative throughout its existence. It joined the video game industry with the creation of the Xbox to enhance gaming and TV. Similar to Google, Microsoft has had unsuccessful innovations such as the creation of Zune,