Google started off doing business in 1996 and created for itself, a simulated roadmap to emerge as the eventual ‘disruptor’ – it bent the aspects of advertising in such manner that people thought was not possible which subsequently restructured the characteristics of the perceived media. Google then dictated the terms of how the world should look at maps, online videos and mobile phones.

Come 2001, its founders hired Eric Schmidt as chief executive to instil in the organisation what was proclaimed as "adult supervision". Fruitful information did come Google’s way late on Thursday night as the digital broadcasters announced pre - tax profits of just about £7 bn. And while this wasn’t the only attention seeking news, the co-founder Larry Page was also declared as the current CEO as Schmidt is now occupying the position of executive chairman. Analysts predictably droned at the displayed numbers and from the critical angle, Schmidt was agreeably entitled to step down after a great run indicating productive numbers during his tenancy.

Probing further into the intricate details of these embedded achievements: the moulding effect on advertising was reflective in nature due to Google’s model as it provided advertisers very accurate data with regards to each click that they had on their respective ads. Google on the other hand provided advertisers with a click by click information system whereby advertisers could probe into the actual worth of the budget expenditures.

The advertising generated revenue however, has been personified as the intrinsic returns generator for Google which has allowed it to produce all its other consequent, market changing investments. This has been effectively recognised with the advent of Gmail which provided users a substantial inbox and gave advertising a persona. YouTube nonetheless has also been a platform where most of the population under a specific age bar goes to watch videos from a large spectrum of choices and with regards to their mobile operating software Android, analysts suggest that predictably as time passes, it will take over the market share of Apple’s iPhone. Funnily enough though, none of these creations from the digital broadcasters has done what the advertising did. In context to Google as a whole however, as the company has leapt ahead, it has with it become inexorably – reflexive and self-protective.

Mike Davis, of analysts Ovum, said "The challenge for any company post initial public offering, is always the contradiction in being innovative/leading edge (which is risky) and satisfying the earnings per share requirements of risk averse investors. Google knows it cannot live on search derived advertising revenues forever, hence its continual release of ‘Beta’ products and push towards both the smartphone and enterprise markets."

For future prospects, Page now has to realise his new role to first and foremost, have a better grip on the tablet market. Figures suggest that 90 per cent of grid has been monopolised by Apple’s iPad. Nevertheless, as the mass output of the Android tablets have already been announced to hit the market, it is considered pivotal for the growth of Google as their competitors are just as ‘street-smart’ and in view, more competent. The phone market thus, also demands the same.

An unsettled subject however is whether Google needs to approach social networking; the bittersweet business on the leader board from Google’s standpoint is Facebook with more page views and a colossal database of over 500m users. It has also just unveiled a new mobile phone app that would permit users in developing countries to access the platform more effortlessly. But as Facebook takes a leap forward, so does Google with the development of the operating system which is still being worked on named Chrome OS. To sum up then, Page’s mainframe would primarily include the assessment of how many innovative products he can keep churning out; only after which can digital broadcasters Google be able to take back the throne as the unruly, pioneering business it once stood to be.