Emerging Technology Analysis and Applications

This assignment delves into the world of emerging technologies, examining their influence on diverse fields such as medicine, manufacturing, and business. It requires students to critically evaluate the applications of these technologies, considering their potential benefits, challenges, and future trajectories. The analysis draws upon academic literature and real-world examples to illustrate the transformative power of emerging technologies.

Emerging Technology

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Company's overview..............................................................................................................1
Analyse how technology influences competitive landscape..................................................1
Emerging technology add value to the organisation..............................................................3
Critically appraising use of emerging technologies in meeting organisations objectives......5
Developing strategy for use of emergent technology to develop competitive advantage......7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
Books and Journals..........................................................................................................................9

INTRODUCTION
In contemporary world, technology is an eminent tool for growth and development of
both individual and organisation. It has great impact on daily proceedings of people as it has
involvement in many activities. In simple world, technology is all about those tools, gadgets and
resources that make procedures easier to execute. It is considered as a direct consequence of
innovations and studies taking place in field of science and engineering (Palo and Tähtinen,
2011). The present assignment makes detailed analysis of existing and emerging technologies
used by organisations. It explores influence of mentioned concept in highly competitive world.
Also, provides defined strategy for use of an emergent technology to develop competitive
advantage.
Company's overview
One of the leading internet and computer Software Company is Google. It is an American
multinational technology company specializing in Internet related products and services. The
company was founded in joint partnership of Larry Page and Sergey Brin, when they were Ph.D
students at Stanford University. The prime service provided by Google is as search engine but in
addition it provides other internet related services such as online advertising technologies, cloud
computing and developing soft wares. Google has been estimated to run more than five million
servers in data centres around the world. The company has always promoted new technology and
innovation in the global market.
Analyse how technology influences competitive landscape
Google is operating in highly competitive world where companies adopt new and
innovate technology every year. Competitive landscape of google can be understood by
evaluating policies and plan of rivalry firms. It helps management of the concerned firm to frame
its own strategies considering competitors viewpoint. Therefore, Google will make use of
Porter's five force model to analyse the level of competition within an industry and business
strategy development. It is effective tool to determine opportunities and threat for the company
in current market (Santos and et.al., 2010). The model has five forces acting as parameter to rank
stated company's position in the industry. Among the five forces, three factors are considered
horizontal competition which is threat from new entrants, existing competitive rivalries and
threat from substitute goods and services. While, remaining two factors i.e. bargaining power of
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suppliers and bargaining power of buyers reflect vertical competition. Porter five force analysis
of Google is performed below:
 Bargaining power of supplier: The bargaining power of suppliers is weak as the firm fas
high availability of supply and large population of suppliers. It has diverse providers all
across the world and the company itself produce variety of products like google search,
google glass and google fibre. It is relatively easy for stated business entity to move from
one supplier to another. Bargaining power of buyers: This force reveals the power of customers to affect pricing
and quality polices of product (Kiessling and et.al., 2012). Clients are essential factor as
they are responsible to give rank or position to business entity in the market. Although,
the bargaining power of buyers is weak in influencing Google's business. Every buyer
makes comparatively very small contribution to revenue of google, exerting weak force
for the company. There is high and increasing demand of concerned company products
which causes individual buyers to apply minimal influence on the corporation. Threat of new entrants: Internet and computer software industry is expanding at large
scale in current scenario. Many new firms are entering into it but google is influenced
moderate by such new ventures (Burkhardt and Lubart, 2010). There is moderate cost of
doing business so the new entities can easily enter into market and directly compete
against google. Although the concerned company already possess strong brand image in
the market which is difficult to dissolve.
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Illustration 1: Porter's five force analysis
(Source Xu, 2010 )

 Threat of substitute products: Google experience moderate threat of substitution in the
market. Its closest substitutes are different advertising channels, television, radio and
print media. There is low switching cost for customers to shift to similar products. Also
there is high availability of such mediums that stimulates individuals to try something
new and different.
 Industry/competitive rivalry: It is known fact that competitive rivalries limit the growth
and capabilities of a firm (Sutton and Arnold, 2013). Google experiences strong force of
competitive rivalries mainly from Yahoo, Apple, Comcast and Bing. Every business firm
provides large number of products in the market that attracts customers. The low
switching cost exerts strong forces on the firm that results in shift of clients to other
competitive firms of Google.
Emerging technology add value to the organisation
Originally, google was started to provide search engine facilities to users. In ancient days,
company ran under Stanford University's website with the domain google.stanford.edu and
z.standford.edu. Later, it expanded its operations to by producing different products for the
market. It has made extensive use of emerging technology that have been developed over next
five or ten years. Emerging technology is characterized by radical novelty, fast growth,
prominent impact, coherence, uncertainty and ambiguity. Over the period of ten years, many
essential yet crucial developments have taken place (Mallouk, 2010). Some of them are like
nanotechnology, cognitive science, information technology and educational technology. It also
includes robotics and artificial intelligence that provided better ways to perform different
operations. This technology has represented progressive developments within a field of
competitive advantage. For development of such concepts' lot of research work is required.
Google has made use of various tools and techniques that add value to its position in the market
which can be understood from following points.
Greater consolidation of customer
Owners and managerial team of google has always led emphasis on customer interaction
and their expectations towards the company. At first, it got popularised with search engine
provision through which the users could access data and information in proper manner (Szarka
and Camilleri, 2010). Internet and digitalisation helped professionals, students, technicians,
academician and even home-makers to make the best use out of different facilities provided by
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the company. Users of google are able to make optimum use of information and knowledge
available on various websites. Another benefit of including emerging technology in its
operations is making self learning process easier. Professional and students are able to enhance
their productivity by acquiring upgraded knowledge.
Social media involvement
In recent years, due to introduction of internet interaction between individuals has
increased to a great extent. Earlier, modes of communication were limited to telegram and
telephonic conversation. With changing time and improving technology social media has
emerged as new concept (Slattery and et.al., 2012). People started interacting through different
social networking websites like Facebook, tumbler, Instagram and many more. Google also
anticipated its operations in concerned direction. It introduced products like Gmail, google+,
google hangout and google maps. These applications helped users to share different documents,
pictures, audio and videos with other people.
Introduction of productivity tools
When the company introduced its online email service i.e., Gmail it brought great change
in operations of individuals. The service was for the first online service with one gigabyte of
storage (Gillier and Piat, 2011). Later, the company started open source software project hosting
called google Code that allowed developers to download in development programs at no charge.
Another essential product of its productivity suite was google drive that allowed clients to create,
edit and collaborate documents in an online environment. Further, google for work is a service
that featured several web applications with similar functionality to traditional office suites.
Professionals and non-professionals were benefited with the concept of google for work as it
made operations easy and convenient to perform.
Safe and secured software
Cybercrime is a global threat that was addressed long back in internet and computer
software industry. Many leading companies appointed and hired professional to solve these
securities based issue. Google software developers team also took interest in making solution to
this crucial problem (Carpi and et.al., 2011). It conducted security based operations that resulted
in reducing rate of such transactions. It launched google wallet, a mobile application for wireless
payment of bills and receipts on purchase of products. The concept of cloud computing is recent
trend developed by google developers. It is the practice of using network of remote servers
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hosted on the internet on the internet to store, manage and process data rather than a local server
or a personal computer.
Environmental context
Google has equally valued importance of environment while conducting various
operations in favour of market. The company has aimed for carbon neutrality in regard to its
operations. It has undertaken various measures that reduces carbon emission in the atmosphere.
Nowadays, every individual possess some kind of electronic gadget and tool and make use of
several google products (Smith, M. And et.al, 2011). Use of this technology has resulted in
several environmental issues. But the concerned company is making efforts to ensure that there
is low emission of carbon and less use of electricity.
Critically appraising use of emerging technologies in meeting organisations objectives
The concept of emerging technology has given mix consequences to society. Every
organisation has certain set goals and objectives that need to be attained. The managerial staff of
different business entity makes evaluation of its plans and procedures at regular intervals. It
guides them and provide layout about what transactions are essentially required to perform
(Holtel, 2010). They are able to understand their drawbacks and loopholes while performing
different activities. When this whole procedure undertakes, technology plays crucial role
achieving set goals and objectives. As mentioned earlier, Google also make use of emerging
technology in its business operations that provide both merits and demerits in favour of the
company.
Introduction of Google in the market has benefited its users to large extent. It provided
assistance in performing several activities with greater speed and frequency. Google for work
suite availed features like google calendar, drive, sheets, slides, news, vault and many more
(Huston, 2012). This provided greater access to functions that are essential for a professional to
conduct its routine activities. These applications helped users to develop certain traits like better
communication skills, present ability skills and speed to conduct operations. The contemporary
world is characterised by high competition and professionals or organisations need to make
effective use of commodities or resources available to them. Google has been proved as effective
tool to satisfy needs and demands of its users with quality and speed.
The company availed various productivity tools in the market like Gmail, google drive,
google code that benefited both professional and non-professionals (Cervone, 2010). As there
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name suggested these truly proved as productive components used for day-to-day activities. One
of the popular service provided by concerned company is Google translate. It is a server side
machine translation service that translates between 80 different languages. All such productive
tools are essential for organisations to execute business transactions easily. It empowers
managers and employees to put in better efforts for performing assigned tasks.
Although, cited company availed many benefits to organisations and individuals by
adopting concept of emerging technology. But there are some drawbacks that resulted in
hindering performance of communities (Conley and et.al., 2013). Google availed social media
services to its users which on one hand helped them to communicate with known and unknown
individuals. Users are able to share picture, audio, videos, PDF and other related documents.
Although, with passage of time it has raised issues related to violence of privacy among
individuals. The two major negative consequence of inappropriate use of social networking sites
is increase increasing cases of cyber crime and volition of personal data and information.
Hacking, copyright infringement and child grooming are threatening examples of unethical use
of services provided by google.
On human grounds, emerging technology has given rise to certain crucial issues. But, it
has also influenced environment of the work space. More and more use of electronic gadgets has
given rise to issues like pollution, global warming and environmental degradation. These gadgets
emit lot of carbon and other gases that effect ozone layer present in the atmosphere (Wu and
Khan, 2012). It has resulted in air pollution and ozone layer depletion that will certainly hamper
humans. The company is taking preventive measure to solve this issue but it will require lot of
concern to reduce its effect. Google is undertaking effective waste management theories so that
less electronic waste is accumulated in atmosphere.
Apart, it also faces issues related to security and safety of data over the internet. Viruses
and malware have resulted in destruction of important sources of information for an organisation.
Management is able to frame strategies on basis of such information but is security systems are
not strong enough it may harm their data. Technically, it hampers performance of a business
entity to a large extent. So it can be concluded that involvement of emerging technologies has
placed google at influential position. But there are some defects if not sought out at right time
will lead to hazardous consequences.
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Developing strategy for use of emergent technology to develop competitive advantage
Google is one of the leading search engine service provider all across the globe. The
company has made effective use of emergent technology to retain its position in the market. It
has used several measures and strategies to make proper use of technology to develop
competitive advantage, some of them are as follows:
 The company will make use of extensive market research so that there is proper adoption
of emerging technology. It will study buyer’s behaviour, the latest trends and patterns
undertaking in the market and development in the field of science and technology.
Through this research software developers will know that what type of efforts are
required and in which direction to have fruitful results.
 Google will also focus on preparing strategies that are in favour of environmental issues.
The company will focus on developing such technology that be energy efficient and will
require less use of electricity and energy (Arline, 2015). Now, the concerned business
entity is facing problem of reduced supply of renewable resources. Therefore, the
company will focus on acquiring energy efficient technology. It will provide long term
benefits to the company without hindering its performance.
 Another tool of making effective use of emergent technology to develop competitive
advantage is adoption of the latest technology. Enclosure of google APIs is effective
step in this respect. It is a set of application programming interfaces that allow
communication with Google services and their integration to other services.
 Unlike other business enterprises google also abides laws and regulations framed by the
government. The company makes sure that it follow and adopt policies that are in favour
of respective organisation and government of the country in which it operates (Huston,
2012). All these strategies will help google to develop competitive advantage by
adopting emergent technology.
CONCLUSION
From the above report, it can be concluded that adoption of emerging technology helps
organisation to reach better heights. Google one of the leading multinational technology
company is appropriate example for it. The company faces high competition from firms like
Yahoo, Bing, Comcast and Apple but it makes effective use of emergent technology to resist its
position. The company originally provide search engine facility but it also avails different
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productivity tools and enterprise products that improve its performance in the market. It faces
certain issues related to environment, security and privacy of individuals which are sought with
effective strategies.
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REFERENCES
Books and Journals
Burkhardt, J.M. and Lubart, T., 2010. Creativity in the age of emerging technology: Some issues
and perspectives in 2010. Creativity and innovation management. 19(2). pp.160-166.
Carpi, F. and et.al., 2011. Dielectric elastomers as electromechanical transducers:
Fundamentals, materials, devices, models and applications of an emerging electroactive
polymer technology. Elsevier.
Cervone, H.F., 2010. Emerging technology, innovation, and the digital library. OCLC Systems &
Services: International digital library perspectives. 26(4). pp.239-242.
Conley, Y.P. And et.al., 2013. Current and emerging technology approaches in genomics.
Journal of Nursing Scholarship. 45(1). pp.5-14.
Gillier, T. and Piat, G., 2011. Exploring over: the presumed identity of emerging technology.
Creativity and Innovation Management. 20(4). pp.238-252.
Holtel, M.R., 2010. Emerging technology in head and neck ultrasonography. Otolaryngologic
Clinics of North America. 43(6). pp.1267-1274.
Huston, C., 2012. The impact of emerging technology on nursing care: warp speed ahead. Online
journal of issues in nursing. 18(2). pp.1-1.
Kiessling, F. and et.al., 2012. Targeted ultrasound imaging of cancer: an emerging technology on
its way to clinics. Current pharmaceutical design. 18(15). pp.2184-2199.
Mallouk, T.E., 2010. The emerging technology of solar fuels. The Journal of Physical Chemistry
Letters. 1(18). pp.2738-2739.
Palo, T. and Tähtinen, J., 2011. A network perspective on business models for emerging
technology-based services. Journal of Business & Industrial Marketing. 26(5). pp.377-
388.
Santos, R.R. And et.al., 2010. Cryopreservation of ovarian tissue: an emerging technology for
female germline preservation of endangered species and breeds. Animal reproduction
science. 122(3). pp.151-163.
Slattery, M. and et.al., 2012. Marine proteomics: a critical assessment of an emerging
technology. Journal of Natural Product., 75(10). pp.1833-1877.
Smith, M.F., Hall, A.C., Fleetwood, J.D. and Meyer, P., 2011. Very low pressure plasma spray—
a review of an emerging technology in the thermal spray community. Coatings. 1(2).
pp.117-132.
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Sutton, S.G. and Arnold, V., 2013. Focus group methods: Using interactive and nominal groups
to explore emerging technology-driven phenomena in accounting and information
systems. International Journal of Accounting Information Systems. 14(2). pp.81-88.
Szarka, L.A. and Camilleri, M., 2010. Stomach dysfunction in diabetes mellitus: emerging
technology and pharmacology. Journal of diabetes science and technology. 4(1). pp.180-
189.
Wu, H. and Khan, M., 2012. THz spectroscopy: An emerging technology for pharmaceutical
development and pharmaceutical Process Analytical Technology (PAT) applications.
Journal of Molecular Structure. 1020. pp.112-120.
Xu, D., 2010, June. Cloud computing: An emerging technology. In Computer Design and
Applications (ICCDA), 2010 International Conference on (Vol. 1, pp. V1-100). IEEE.
Online
Arline, K., 2015. Porter's Five Forces: Analyzing the Competition. [Online]. Available
through:<http://www.businessnewsdaily.com/5446-porters-five-forces.html>. [Accessed
on 15th April2016].
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