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Deep Economic Moat

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Deep Economic Moat

A company that has a deep economic moat is Google Inc. According to comScore Inc, a leader in measuring the digital world, Google blew away its U.S. competition with 67.3% of searches conducted in August 2014. Google’s closest U.S. competitors are Microsoft with only 19.4% of the market share followed by Yahoo with 10%. Google has a staggering three times higher market share than Microsoft. According to comScore in December 2012, Google had 114.7 billion searches and its closest worldwide competitor, Baidu, only had 14.5 billion searches. That comes just shy of having 8 times more searches. It owns more market share than all of its competitors combined.
Google is one of the world’s most established brand names. It has become synonymous with conducting an online search; but how has Google made it possible to establish its economic moat?

First, Google has economies of scale, and managed to established a great market power with clever business tactics by buying certain firms in order to take advantage of high-traffic specialty segments, like travel, jobs, health, real estate and Maps, to name a few. For example, Google bought the online travel firm ITA Software. This strategic move allows a simple travel search to display a large Google results box underneath the top sponsored links. With this acquisition, Google entered the travel industry and established a strong distribution network, its brand name alone made it impossible for a newcomer to enter the search engine market and make a name for itself.
Second, Google is protected by legal barriers by having a sizable patent portfolio, last year it invested an additional $5.5 billion in new patents. Competitors, such as Microsoft, urged the U.S. Federal Trade Commission (FTC) to take legal action, arguing that Google was in violation of federal antitrust law. However, Google was never charged.

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