Automation
Google is a global powerhouse for its search engine and advertising technology. Innovation is at the center of the company’s products and services, and this is where research and development intersect with a group of engineers and developers that are continually working to make something new or improve the existing ones (Spector, Norvig & Petrov, 2012). As a continuously growing and expanding organization, Google maintains a portfolio of research activities and projects fueled by new product innovation, infrastructure goals, fundamental research, and product contribution (Jun, Yoo & Choi, 2018). To achieve this, the organization provides its teams and employees with the freedom to work on independent projects as a way of motivating creativity and innovation. Some of the most recent research projects that have been pursued or being pursued by the company include self-driving automobiles, Google Fiber, Home Automation, and Smart Thermostats, Project wing, and robot. txts.
Self-Driving Automobile
Once a deeply guarded research project, Google’s self-driving automobiles (cars) are being tested on public roads, and the information about these cars are out in the open (Gomes, 2016). The self-driving cars, branded Toyota Priuses have clocked more than 300,000 kilometers on public roads, busy highways, elevated surfaces with very occasional and limited human intervention (Gomes, 2016). The self-driving automobiles are still far from being commercialized, but Google has created a demonstration system on its campus through the use of driverless golf carts. The demonstrations show how technology is likely to transform how people commute, especially using private cars soon.
Google is likely to face three significant challenges in implementing the self-driving automobiles project on a large-scale level. Firstly, there are massive legislative and regulatory obstacles to commercialization and widespread use of self-driving cars (Teoh & Kidd, 2017). For regulatory bodies and the legislative arm of government, the biggest concern is the safety of the passengers who will be using the cars. Out of an abundance of caution, these bodies can place a lot of restrictions on the commercial viability of this project, which may eventually affect its implementation.
The second challenge awaiting Google is the question of privacy. The biggest problem being asked around the subject of privacy is who will be having access to any driving data and information stored by these vehicles (Teoh & Kidd, 2017; Gomes, 2016). What is the data ends up in the wrong hands? Since these cars will be fed information on which they will act, privacy is a huge challenge that Google must address. Thirdly, there is a question of security of the vehicle and the user. Since the cars are driven by technology, hackers can easily take control of them and cause harm.
Overcoming these challenges will be tough. But Google is known for its high-tech capabilities and innovation in addressing its challenges. To overcome legislative and regulatory obstacles, Google can develop several models of these cars to be tested on a broader scale and invite members of Congress and the transport departments to witness their safety and security (Teoh & Kidd, 2017; Gomes, 2016). An inquiry into the safety of these cars can also be embraced across the board to research whether they pose a substantial risk to people. On cybersecurity, the privacy of information, and the possibility of the cars being hacked, Google can use more robust and more advanced encryption systems with secure firewalls than cannot be bypassed by a hacker.
Self-driving automobiles will impact society positively and negatively. Firstly, accidents are likely to reduce significantly. Since most accidents are caused by human error, self-driving cars will reduce the number of accidents since they are driven by robotic systems (Teoh & Kidd, 2017; Gomes, 2016). Secondly, these cars will ease congestion significantly. The vehicles will easily communicate with each other hence eliminating the need for traffic lights. Since they will also have fewer accidents, congestion will be reduced significantly.
Thirdly, the self-driving cars are powered by electric motors and hence will reduce the impact of carbon fuels on the environment significantly. Just like electric cars, the effect on the environment is probably the most significant benefit to society (Teoh & Kidd, 2017; Gomes, 2016). However, people must also be ready to deal with vulnerability to hacking and remote control, computer malfunctions, possible exposure to radiation, which is a recipe for cancer, more accidents blending manual cars, and self-driven automobiles as adverse effects.
Home Automation and Smart Thermostats
Google is developing and advancing its research in home automation systems and smart devices such as thermostats. Home automation comes under the broader umbrella of Google Home. Home automation comes with different devices and systems that enable the customer to control their music systems, room temperature, and utility bills. Google Nest leads the research and development of these products, having been acquired in 2014 (Khedekar et al., 2017). The Nest smart thermostat comes in different colors to fit into the décor of the customer. The display is easy to read and, therefore, can easily be used by people who do not have a deep background in technology and information systems. The smart thermostat can be configured to control the customers’ hot water and heating water. In under a weak, the smart thermostat learns how cold or warm the customer loves his or her home throughout the day (Khedekar, et al., 2017). As such, the thermostat will automatically raise or lower the temperature when the customer is at home or when they leave, respectively.
Home automation and the smart thermostat bring forth complexity in the IoT architecture, which may magnify the threat of cyber-attacks. Since IoT is capable of providing a bigger device network, associated cybersecurity risks are major. As more people embrace these thermostats and smart home automation devices, the IoT network is increased, which provides even a more significant opportunity for cybercrime (Khedekar et al., 2017). An example is smart home devices such as lighting systems. A customer connecting his smart light with the smartphone or application gives information about when he leaves home and when he gets back home. Such information exposes the user to unintended compromise. Hackers can easily access their data. Further, access to home automation system networks can give further criminal details about the individual’s businesses and connections (Khedekar et al., 2017). The smart thermostat can be hacked by criminals and be used as a spy in the home, revealing vital data and information that compromises the security and privacy of the user and the home.
Google can, however, overcome the security concerns associated with home automation. The devices should be encrypted with robust passwords and security alert systems that can notify the user when their security has been breached (Jin, Hernandez & Buentello, 2014). Alert systems in the form of alarms work perfectly well homes when the protection has been infringed and therefore, should provide a solution that -can prevent low-level hackers that can get inside the system. However, users must also be aware of seasoned hackers who can bypass all the security measures put in place.
Home automation and smart thermostat technologies come with a great deal of convenience, which is the most significant benefit to the customers and the society. The biggest purchase driver for home automation devices in the modern world is a great deal of convenience. Customers can turn off their lights, lock their doors, and adjust their thermostats with a tap on their smartphone or voice commands (Jin, Hernandez & Buentello, 2014). The home automation systems have also created employment for professional installers (Khedekar et al., 2017). While Google provides the equipment, devices, and systems, professional installers also benefit from jobs and opportunities created by technology. Home smart automation technologies also improve or maximize the security of the people’s homes, hence promoting stability in society (Jin, Hernandez & Buentello, 2014). Google allows users to incorporate security and surveillance features in their smart home networks, and therefore boost their security. However, home automation and the smart thermostat system affect the environment negatively. Since the systems consume a lot of electricity, the environmental impact is negative (Khedekar et al., 2017). Home automation systems can be hacked, and this poses a threat to the security of the home. Hackers can access home automation system networks. More significantly, poorly engineered systems can open a digital window to several other smart devices.
Google Fiber
Google Fiber is a super-fast internet and television service. Apart from providing super-fast internet services from 5 megabits per second to a blistering speed of 1gigabite per second, Google Fiber also provides television channels upon which customers can subscribe at a monthly charge (Alizadeh, Grubesic & Helderop, 2017). The project is available in some parts of the United States and has been expanding in other regions of the world in a similar faster fashion.
Google is facing the challenge of maintaining the speed of the internet it promises to its subscribers. In a recent customer satisfaction survey, Google Fiber was rated as the poorest internet and television services provider (Alizadeh, Grubesic & Helderop, 2017). Secondly, Google poorly priced this product at the market entry phase, which has been reflected in reduced returns and low profitability. Such weak pricing has also been exploited by other players in the industry who are now providing more reliable internet and television services to their subscribers (Alizadeh, Grubesic & Helderop, 2017). The third challenge is stiff competition from other firms in the internet provision industry. When it launched its super-fast internet idea, companies already in the industry started becoming more aggressive at providing internet services. Today, Google Fiber is rated by customers as being the poorest in offering internet services, which means it has been stung by the competition.
To counter the competition threat, Google should provide faster, reliable, and moderately priced internet services that will attract customers. What customers want is a quick and dependable internet at affordable charges. Secondly, the company should reboot its systems and engineer an internet product that fulfills the promise of super-fast internet (Alizadeh, Grubesic & Helderop, 2017). Advertising is one thing but making it a reality will make Google go back to the top. The company should come up with better gigabits with no obstacles in between to ensure customers get value for their money. Thirdly, the company should improve its internet infrastructure and fiber technology to adapt to modern systems.
Being an internet provision product, Google Fiber is ideal for virtual business and institution environments because it facilitates communication and collaboration. With high-speed internet, companies can easily communicate and collaborate in virtual teams (Velázquez, 2015). Google Fiber also sustains the entertainment industry since people can stream videos and music without glitches. Content providers and people who work in the entertainment industry can, therefore, reach massive audiences, which is positive for their brands and the economy (Velázquez, 2015). However, the collection of private information from customers poses a threat of security and privacy breach. Secondly, the internet can be a curse because of social evils such as watching pornography, cybercrime, and teenagers being addicted to social media.
Project Wing
Project Wing is a drone delivery system that aims at revolutionizing and developing the technology around drone deliveries. The project was publicly announced in 2014 and is an innovation born out of Google X (Vincent, 2017, p. 13). Google’s Project Wing has successfully tested its air traffic control system for drones. Project Wing will aim to transform the shipment of goods. Through advancing systems and aircrafts needed to execute autonomous delivery systems, the project will change how companies and individuals ship products (Grothaus, 2016, p. 12). Alphabet, Google’s parent organization are currently advancing the project. The autonomous delivery drones will transport anything from retail groceries to pharmaceuticals. At the moment, the drones are being tested around different locations across the globe, including the rural parts of California and in some towns of Australia.
When implemented successfully, the drones will collect packages from business units and residential places, ferry them to the prescribed destination, and then lower them to the ground where they can easily be picked (Grothaus, 2016, p. 19). The designated spots for picking the packages will include backyards or the doorstep. The routes used will be pre-planned, and sensors and navigation software will be used to avoid collision with obstacles like planes or even other drones. Alphabet is looking to make the drones capable of picking packages from any location or any individual or business, without the need to have highly trained staff and specialized infrastructure.
To roll out this technology, Google is faced with unresolved technical glitches in the development of the drones, regulatory barriers from governments and aviation authorities, and the need to have highly-trained and skilled people to operate the drones (Grothaus, 2016, p. 12). There are unresolved technical challenges of having just a handful of people manage fleets of drones. The environment also contributes to these technical challenges because of humans, birds, and animals that populate it. Moving around obstacles is another major challenge as the drones have to navigate around them (Vincent, 2017) safely. The drone delivery systems also face some regulatory barriers from governments and aviation authorities concerned that they could interfere with airways.
To overcome the challenges, Google should hire and train adequate personnel to deal with the technical problems associated with safely navigating the drones around different barriers (Vincent, 2017). The company should also design drones that will require minimal ground support as a way of addressing the shortage of ground operators and navigating the air (Vincent, 2017). On regulatory barriers, Google has already started making headway in Australia in operationalizing these drone systems, which means the governments and regulatory bodies like the FAA have been convinced that the drones are not likely to interfere with aviation pathways (Vincent, 2017). Regulatory obstacles have also been registered because countries are concerned about pollution. To overcome this, Google should use electric-powered drones that will not use fuel and therefore reduce the impact on the environment.
With Project Wing, companies and individuals will benefit from the timely and efficient delivery of packages. Retail giants like Amazon and Walmart will significantly benefit from drone delivery systems because the costs will be reduced substantially (Grothaus, 2016). Delivery lead times will also be reduced considerably. However, the drone delivery systems also come with some curses. People involved in delivery will lose their jobs as the robots take over. Secondly, the safety of humans and animals like birds will be a concern because the sky will be overcrowded. The drones also come with the negative effect of reducing face-to-face interaction, which is a significant component of customer service (Grothaus, 2016). As drones take over deliveries of food, medicine, and other products, the interaction between the customer and the delivery person will go to zero, which means that the face-to-face touch of customer service will have reduced.
Robots. Txt
This is one of Google’s innovative products being researched and developed in the tech industry. A robots.txt file communicates with those crawling search engines which files or pages can either be requested or not from their sites (Jasani & Kumbharana, 2015). The purpose of this innovation is to reduce or ultimately present overloading their sites with requests. It, however, does not keep a web page out of Google. The primary purpose of this innovation is managing crawler traffic to web sites, and in most cases to save a page of the search engine. This, however, depends on the file type.
Google faces a massive challenge in implementing robots.txt because the available search engines do not support its directives. While Googlebot and other web crawlers may respect the instructions contained in the robots.txt file, other crawlers may not necessarily recognize the same instructions (Jasani & Kumbharana, 2015). Therefore, keeping information secure from other web crawlers may be a considerable challenge. Secondly, the syntax is likely to be interpreted by different crawlers differently. Despite respectable web crawlers being able to follow the directives in the file as required, each of them may interpret the instructions differently (Jasani & Kumbharana, 2015). Google also has to deal with the challenge of the possibility that robotted pages can still be indexed connected to other sites. While the search engine may not index or crawl the content blocked by this technology, users are still likely to find, and index disallowed URLs provided it is connected from other places on the web.
To overcome the challenge of some search engines not supporting the directives contained in robots.txt files, Google should advise their users and invest in other blocking options or methods like the password-protecting files contained in the website of the user. Such alternative methods can help avert the challenge of information being accessed by non-compliant web crawlers (Graham, 2017). In situations where crawlers interpret robots.txt syntax differently, Google should develop proper syntax language used to address different crawlers since some of them are not likely to understand some specific instructions. To avert the third challenge, Google should advise their users to password-protect the files on their servers (Graham, 2017). Alternatively, users can also use response readers or the no-index meta tags to eliminate such data.
The critical benefit of robots.txt is that it stops unwanted search engines from consuming the users’ vital server bandwidth like email retrievers (Graham, 2017). The driver may not make much sense for a good number of sites, but its consumption of bandwidth is quite a lot. Secondly, the technology is capable of stopping the search engine on the private page indexing and crawling, like the management processes and background program (Graham, 2017). However, robots.txt comes with the risk of giving cyber attackers the location of the directory structure of the site and private information. Secondly, suppose the settings are not done correctly, the technology can cause the search engine to remove all the indexed data and data. The users can, therefore, lose valuable information in instances where settings are not done correctly.
Conclusion
Over the past couple of decades, the tech giant has strived on creating an environment conducive for several different forms and types of research across several risk levels and time scales. In recent decades, the field of computing has expanded and grown significantly in its relevance and vitality to society (Jun, Yoo & Choi, 2018). In the same way, the research and development conducted as the search engine leader has widened dramatically, becoming more significant than ever to its mission and strategic objectives. As such, the company’s research philosophy has evolved to become more expansive than the hybrid approach it adopted six years ago (Jun, Yoo & Choi, 2018). Now, the philosophy is incorporating a considerable amount of open-ended, long-term research fueled by more significant scientific curiosity than the current needs of the products and services. The company firmly believes that advanced and successful industry research requires management of a portfolio of projects with goals appropriate for the firm, time horizons, and levels of risk.