1.Relies on one source of income. More than 90% of Google’s revenue comes from online advertising. Online advertising is expected to grow in double digits in 2013 and will grow Google’s income in the short term. But in the long run, Google may experience slow income growth or even the decline due to a few reasons. First, the market for personal computers is growing slowly and the Google experiences the overall decline in its desktop search engine market. If Google won’t push the competition back it will lose not only the market share but the main source of its income as well. Second, Google as many other firms, find it hard to monetize mobile device users, who will represent the highest growing group in online advertising. Third, online advertising growth is driven by emerging economies where an average price for an advertisement is considerably lower than in the developed economies, so the growth of online advertising will only grow the income of companies insignificantly.