Shows & Panels
- The 2014 Big Picture on Cyber Security
- AFCEA Answers
- Ask the CIO
- Connected Government
- Consolidating Mission-critical Systems
- Constituent Servicing
- The Data Privacy Imperative: Safeguarding Sensitive Data
- Eliminating the Pitfalls: Steps to Virtualization in Government
- Federal Executive Forum
- Federal Tech Talk
- Government Cloud Brokerage: Who, What, When, Where, Why?
- Government Mobility
- The Intersection: Where Technology Meets Transformation
- Maximizing ROI Through Data Center Consolidation
- Mobile Device Management
- The Modern Federal Threat Landscape
- Moving to the Cloud. What's the best approach for me
- Navigating Tough Choices in Government Cloud Computing
- Satellite Communications: Acquiring SATCOM in Tight Times
- Transformative Technology: Desktop Virtualization in Government
- Understanding the Intersection of Customer Service and Security in the Cloud
Shows & Panels
Google's 1Q shows more progress in mobile ads
Sunday - 4/21/2013, 10:24pm EDT
AP Technology Writer
SAN FRANCISCO (AP) -- Google's latest quarterly results provided further proof that the Internet search leader is figuring out how to make more money as Web surfers migrate from personal computers to mobile devices.
The first-quarter numbers released Thursday show that a recent decline in Google's average ad prices is easing. That's an indication that marketers are starting to pay more for the ads that Google distributes to smartphones and tablet computers. The company expects that trend to continue as it changes its pricing system and as mobile devices emerge as the most effective way to reach consumers.
In another encouraging sign, the Motorola cellphone business was less of a burden than it has been since Google bought it for $12.4 billion nearly a year ago.
Meanwhile, Google's core operations, such as Internet search, maps, video and email, remain reliable moneymakers.
Those factors, coupled with an unusually low tax rate, produced earnings that exceeded analyst estimates and pleased investors. Google's stock gained $11.84, or 1.6 percent, to $777.75 in extended trading Thursday after the report came out.
As with most major technology companies, Google's future success is likely to hinge on its ability to adjust to an accelerating shift from computers controlled by keyboards and mice to mobile devices that respond to the touch of a finger and are usually within a person's reach.
Google has been among the companies leading the transition, thanks to the Android software that it has been giving away to device makers since 2008. Android is now the leading mobile operating system. Most device makers using Android also prominently feature Google's services, giving the company more opportunities to sell ads.
Even so, the mobile upheaval has presented Google with challenges that have been worrying investors, despite the company's steadily rising earnings.
Mobile ads so far have fetched less money than those viewed on the larger screens of laptop and desktop computers. Google's average price, or the "cost per click" to advertisers, has fallen from the previous year in six consecutive quarters, including the first three months of the year.
Now, there are signs that marketers are starting to pay more for mobile ads. The first-quarter decrease in average ad prices was just 4 percent. By comparison, Google's average ad price fell by 6 percent during the final three months of last year and by 12 percent during last year's first quarter.
"I have been very pleased with the rate of progress so far," CEO Larry Page said during a conference call with analysts. "In today's multiscreen world, the opportunities are endless."
Google's ambitions sometimes seem boundless, too, as the Mountain View, Calif., company continually pushes the technological envelope. This week alone, Google unveiled plans to expand its effort to provide extraordinarily fast Internet access into Provo, Utah and began distributing test versions of Internet-connected glasses to programmers who paid $1,500 apiece for a device that is supposed to be the equivalent of a smartphone that can be worn on a person's head.
Those projects are examples why Google's spending often runs higher than investors prefer. The company's capital expenditures doubled from last year to $1.2 billion in the first quarter while research-and-development expenses rose 27 percent to $1.8 billion. Some of the increase was caused by Motorola, which Google didn't own in last year's first quarter.
By investing in new frontiers, Page believes Google will remain a fount of innovation. He doesn't want to allow Google's domination of Internet search to foster a sense of complacency that becomes the company's downfall.
"Companies can tend to get comfortable doing what they've always done, with a few minor tweaks," Page told analysts Thursday. "It's only natural to want to work on things you know, but incremental improvement is guaranteed to be obsolete over time, especially in technology where history has shown that there's a lot of revolutionary change."
As part of its effort to adjust to the mobile evolution, Google is changing the way it sells ads, prodding more marketers into buying spots on mobile devices at the same time they plan campaigns aimed at PCs. Although that switch isn't to be completed until late June, about 1.5 million ad campaigns on Google already have changed over to the more mobile-friendly format, according to Nikesh Arora, the company's chief business officer.
Google Inc. earned $3.3 billion, or $9.94 per share, during the first three months of the year. That was a 16 percent increase from $2.9 billion, or $8.75 per share, in the same period last year.