IT Innovation: Role of IT in Sectors & Google's Innovation Strategy

This report examines the pivotal role of Information Technology (IT) across various sectors, including banking, media, education, transport, and medicine, highlighting its impact on automation, information dissemination, and service enhancement. It further delves into Google Inc.'s innovation strategies, emphasizing the company's commitment to research and development (R&D) and its hybrid research model, which fosters the creation of innovative products and services such as Google Assistant and driverless cars. The report also discusses Customer Relationship Management (CRM) systems, elucidating how organizations can leverage these systems to improve customer relationships, streamline business processes, and drive sales growth by integrating customer data and automating tasks. The document concludes by referencing various sources that support the claims and findings presented throughout the analysis.

Running head: MANAGING TECHNOLOGIES AND INNOVATION
Managing Technologies and Innovation
Name of the Student
Name of the University
Author’s note

1
MANAGING TECHNOLOGIES AND INNOVATION
Table of Contents
Part 1: Role of IT in various Sectors...............................................................................................2
Part 2: Innovation through IT in Google Inc...................................................................................3
Part 3: Customer Relationship Management...................................................................................4
References........................................................................................................................................6

2
MANAGING TECHNOLOGIES AND INNOVATION
Part 1: Role of IT in various Sectors
IT has become the backbone of various sectors. The role of IT in several industries is
discussed below.
Banking: IT has enhanced the capability of the banks to deal with new challenges of the
economy by automating its processes and information flow. IT has facilitated the banks to
transfer funds and manage back office requirements in a simplified manner.
Media: IT has been able to distribute and spread news on a wide scale. Online websites
such as www.bbc.com has been launched for ensuring that the people remain updated.
Education: IT has upgraded the education field by allowing the students to gain
knowledge by accessing E-books and academic journals and exchange valuable information over
the Internet.
Transport: IT innovations have upgraded the transport facility and have enabled the train
and flight passengers to check the seat availability and time schedule in an efficient and simple
manner.
Medicine: Physicians are able to provide accurate care and treatment to patients by
utilizing the advanced techniques and equipments developed by IT.
Technological companies have been able to automate their business processes and carry
out efficient business management by adopting IT solutions (Boons et al. 2013). IT has enabled
the technological companies to develop new services and enhance the process of communication
via video calls and e-mails. MIS has enabled the organizations to track records accurately.

3
MANAGING TECHNOLOGIES AND INNOVATION
Technological companies have been able to generate more revenue and enhance its customer
service by deploying CRM systems. IT plays a significant role in promoting innovation in the
technological businesses and companies. Innovation results in better database management
systems, smarter apps and faster processing of data. Some examples of innovation through IT
are VoIP communication and digital marketing. Innovation and IT are related and results in
improved business performance (Guzman, Peñalba, and Morejón 2013). Innovation via IT results
in increased productivity, enhanced quality and increased value of business.
Part 2: Innovation through IT in Google Inc.
Google Inc. regularly develops and launches innovative services and products by
adopting a continuous improvement process. The research team at Google aims at bringing
practical benefits to the customers and users. The main focus of Google Inc. is on the rapid
innovation of products as well as services. The annual report of Google Inc. has mentioned that
its R&D expenses were 16 per cent of its revenue in 2015. Between the years 2014-2015, the
expenses had increased by an amount of $ 627 million (Abc.xyz 2017). The budget of the R&D
department of Google Inc. is allocated mainly for the development of innovative products,
equipments and services. Google is mainly involved in carrying out innovative research.
The main aim of the R&D department of Google Inc. is to improve and develop certain
areas such as machine learning, search engines, advertising and new products and services. The
R&D department of Google Inc. benefits from its service-based delivery model as it simplifies
the designing, production, maintenance and testing processes that are used in the organization.
The hybrid research model adopted by Google Inc. facilitates the research team to invent new
services and products in an efficient manner (Spector, Norvig and Petrov 2012). This research

4
MANAGING TECHNOLOGIES AND INNOVATION
model focuses on disseminating knowledge by means of flexible collection of different types of
approaches and methods. The recently adopted projects of Google are focused on creativity and
innovations.
Google X, the secretive laboratory of Google is responsible for carrying out experiments
with advanced future technologies. The innovative and creative projects of Google include
project glass, robotic avatars and driverless cars (Business Insider 2017). Some of the
innovations that are promoted by IT are speech recognition, language translation, machine
learning, and computer vision and market algorithm. Google Assistant is one of the latest
innovations of Google. Google Assistant utilizes a technology called Google Lens for analyzing
the surroundings and giving relevant information on the screen of Smartphones. Google has
recently started to offer printed photo books. Google has even conducted several experiments for
incorporating AI in the camera of Smartphones. The research team of Google is focused in the
development of moonshot projects.
Part 3: Customer Relationship Management
CRM includes several techniques and strategies that help organizations to maintain a
healthy relationship with its potential customers. CRM systems ensure that organizations are able
to fulfill the needs of the customers in an effective manner for driving the growth of sales.
Organizations use CRM systems for retaining the existing customers and making new customers
for generating more revenue. The customer relationship process of a company can be improved
by utilizing the capabilities of a CRM system. CRM systems have the ability to accurately store
customer records in such a format that can be easily accessed by the company (Nguyen and
Mutum 2012). Organizations are able to analyze customer interaction and improve their business

5
MANAGING TECHNOLOGIES AND INNOVATION
relationships by implementing CRM systems. CRM software integrates information of the
customers from various business processes and interactions, and stores it in a centralized
database so that the authorized business users can easily access as well as manage it in an
effective manner. Tasks, calendars and other business processes can be automated by deploying
CRM systems. The functionalities of CRM systems can be utilized for creating marketing
campaigns in various locations and automating the process of sales force management. SaaS
based CRM systems store information in an online platform that can be accessed from any
remote location (Wang and Feng 2012). Cloud based CRM systems play a significant role in
improving the customer service quality.
Organizations are able to enhance its digital marketing functionalities and increase the
sales level by deploying CRM systems. Banks and other financial institutes can use CRM
solutions for targeting potential customers and achieving competitive advantage in the market.
Consulting firms use CRM solutions for acquiring and managing clients. CRM solutions also
play a significant role in project management and support various business functions in the IT
firms. It helps in software marketing and project planning. CRM systems are capable of
integrating customer information from various communication channels. Engineering firms
utilize CRMs for controlling the costs as well as creating quotes. Customer satisfaction level can
be increased by adopting CRM software (Kumar and Reinartz 2012). Scientific institutions also
utilize CRM functionalities for organizing, planning, transferring and managing technology.
Organizations can tailor the CRM technology for meeting the client requirements and needs.

6
MANAGING TECHNOLOGIES AND INNOVATION
References
Abc.xyz.,2017. GoogleInc.[online]Availableat:https://abc.xyz/investor/pdf/
20150331_google_10Q.pdf [Accessed 2 Dec. 2017].
Boons, F., Montalvo, C., Quist, J. and Wagner, M., 2013. Sustainable innovation, business
models and economic performance: an overview. Journal of Cleaner Production, 45, pp.1-8.
Business Insider., 2017. Google and Alphabet's 20 most ambitious moonshot projects. [online]
Available at: https://www.businessinsider.in/Google-and-Alphabets-20-most-ambitious-
moonshot-projects/articleshow/50988328.cms [Accessed 2 Dec. 2017].
Coviello, N.E. and Joseph, R.M., 2012. Creating major innovations with customers: Insights
from small and young technology firms. Journal of Marketing, 76(6), pp.87-104.
Guzman, G.M., Peñalba, J.E.M. and Morejón, V.M.M., 2013. The Relationship between
Innovation, Information Communication Technology, and Quality: A Latin American
Enterprises Perspective. Journal of Business and Economics, p.1265.
Kumar, V. and Reinartz, W., 2012. Customer relationship management: Concept, strategy, and
tools. Springer Science & Business Media.
Nguyen, B. and Mutum, D.S., 2012. A review of customer relationship management: successes,
advances, pitfalls and futures. Business Process Management Journal, 18(3), pp.400-419.
Spector, A., Norvig, P. and Petrov, S., 2012. Google's hybrid approach to
research. Communications of the ACM, 55(7), pp.34-37.

7
MANAGING TECHNOLOGIES AND INNOVATION
Wang, Y. and Feng, H., 2012. Customer relationship management capabilities: Measurement,
antecedents and consequences. Management Decision, 50(1), pp.115-129.