main source of income, allowing organizations to utilize a pay-per-click system whereby they incur costs only when potential customers interact with their advertisements. Due to the direct relationship between number of users and advertising revenue, a drop user numbers would translate into a large loss in revenue for Google. Although there are many small competitors in pop-ups and banner ads, Google AdWords and AdSense have provided an arguably monopolistic share of the market, and as such Google may be subject to a monopoly investigation. Therefore, this dual strategy which has worked on principle now is shifting other areas such as Google Talk, Gmail and others into its core areas of business. Google is explaining its core product not as Google search but it is actually Google which is larger master (Honan, 2012: Mar. This compares to gaap operating income.
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