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Rivarly
The concentration is high the instensity of rivarly between the firms low between the top firms in the industry. For firms that few global market shares, the rivalry is very instense to fight for the remaining global shares (Top Search Engine Share Trend).
The top firms have from thousands to over millions of servers to help run their operation (Miller, 2009). For companies that have few market shares in the industry, they must fight to increase their revenue to make up for these expenditures.

Barriers to Entry
The barriers to entry is high because of the resource requirements and competition within the industry. In the late ‘90s, databases were maintained by a few machines, but now are managed by massive data centers (Dans, 2013). “It costs between $10 million to $25 million a year to operate a large data center” (Hurwitz). In order to compete with established firms within the market, companies will need capital, expertise, a competitive advantage, and a strategy to compete with their competitors but not head on (Dans, 2013).

Threat of Substitutes
Various substitutes are infringing on the search enginie’s martket. Online retailing and social network sites are competing with search engines when it comes to product seraches (Singer, 2012). Internet users find it more user friendly to locate what they’re searching for on online retail sites rather than search engines (Singer, 2012). Mobile devices provide over thousands of apps that their users can download to help improve their search experience (Singer, 2012). Social networking sites are providing places for people to go for answers (Singer, 2012).

Buyer Power
This industry earns most of their revenue from business advertisement (Hoopes, 2014).Buyer power is low for ...

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...May 04, 2014, from Dummies: http://www.dummies.com/how-to/content/comparing-traditional-data-center-and-cloud-data-c.html
Miller, R. (2009, May 14). Who Has the Most Web Servers? Retrieved May 05, 2014, from Data Center Knowledge: http://www.datacenterknowledge.com/archives/2009/05/14/whos-got-the-most-web-servers/
Singer, H. (2012, September 18). Who Competes With Google Search? Just Amazon, Apple, and Facebook. Retrieved May 03, 2014, from Forbes: http://www.forbes.com/sites/halsinger/2012/09/18/who-competes-with-google-in-search-just-amazon-apple-and-facebook/
The un-Google. (2006, June 15). Retrieved May 08, 2014, from The Economist: http://www.economist.com/node/7064434
Top Search Engine Share Trend. (n.d.). Retrieved May 05, 2014, from Net Market Share: http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=5&qpct=2&qpsp=180&qpnp=5&qptimeframe=M

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