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Interesting stories of the emergence of the world's leading brands

history of the companyApple(Apple) started in a garage, like many other American startups. Its founders are two friends: and Steve Wozniak.

Friends began to collect computers and sell them. After a few dozen of them were sold, they formalized their business by creating a company Apple Computer Inc.. It is happened April 1, 1976.

Until 2007, the company had its original name. Since 2007Computer" was removed, as the company began to work not only in the field of computers and software, but also in household appliances.

"First personal"

The advantage of a computer Apple was that he was actually the "first personal" for real. An older brother « Altair" could handle only the most basic tasks. Jobs and Wozniak managed to create a more advanced machine.

Apple II

After the initial success, Apple quickly began to gain popularity. Released in 1977 AppleII has become truly massive. At first it was released with an 8-bit operating system, and a little later - with a 16-bit one.

Late 70s - early 80sXX century Apple II and their modifications were the most common personal computers (PCs) in the world. Over 5 million Apple II computers have been sold worldwide.

Listing on the NASDAQ stock exchange

In 1980, one of the largest in the history of the stock market (at that time) the company's initial IPO took place - Apple Computer Inc. started selling its shares. The company's shares are traded on one of the world's largest stock exchanges - NASDAQ.

A difficult stage in the development of Apple

In the spring of 1981, Steve Wozniak was in a plane crash, and was forced to retire for a while. In addition, there were problems with sales. Apple III. All this led to the fact that Jobs was simply forced to fire about 40 Apple employees.

Journalists and all media have already sentenced businessApple to death. This is where the history of the company should have ended...

New company president

In early 1983, Steve Jobs invited Apple to become president of Apple. John Scully who at the time held a similar position in PepsiCo. It was hard for Jobs to manage the company's affairs on his own.

As a founder, Jobs felt deeply about the company's failures. He perceived them as his own, so misunderstandings and various frictions began to arise between him and Scully.

First Macintosh

In 1984, Apple first introduced a new 32-bit computer. Macintosh. It was a real breakthrough in the history of the company's development. It was thanks to the Macintosh that the company mainly made a profit in the future.

For two decades, the company has produced Macintosh computers based on Motoro processors.lla, equipped with a proprietary operating system. This platform is released only under the "Apple" brand without any third party licenses.

Crucial moment

In 1985 2 important events happened in the history of the development of Apple:

  1. US President Ronald Reagan presented the founders of the company with medals for a powerful technological breakthrough.
  2. Steve Jobs, who disagreed with the board of directors of the company, left his post.

lingering fall

After the departure of the founder and spiritual leader the company continued its decline. Despite the fact that various measures were taken to release products other than the PC, they did not receive further development.

By 1997, Apple was on the verge of bankruptcy - its debts amounted to nearly $2 billion.

Return of Steve Jobs

Perhaps the history of Apple would have ended at the turn of two millennia if not for the return to the post of head of the company's founder, Steve Jobs.

In 1997, he returned, and by the end of 1998, the company began to show the first small profit, removing the stigma of "bankrupt" from himself. It was a real success for Apple and Jobs.

To the new millennium with new technologies

On the threshold of the third millennium, the revolution in the world of new technologies was in full swing. Steve Jobs "caught the wave" and began to bring Apple to new product markets:

  • In 2001, the company introduced an audio player iPod which quickly gained popularity.
  • In 2003, the company opened iTunes Store is a popular online supermarket for digital audio, video and gaming content.
  • And in 2007 entered the market of mobile phones with touch smartphone iPhone.

New heights

Having noticeably squeezed competitors and taken a strong place in the market, Apple continued and continues its development, which, however, decreased in 2016.

In 2010, the market was released iPad tablet computer.

The release and sale of products such as the iPod, iPhone and iPad, which were in high demand around the world, improved Apple's financial position, bringing the company a large profit.

Important milestones in the history of Apple development in recent years

  • In August 2011, Apple first became most valuable company world by market capitalization, surpassing an oil company ExxonMobil, until the end of the year they changed places more than once, but since January 2012, Apple managed to gain a foothold in the first line for a long time.
  • On September 21, 2012, Apple shares during trading reached their maximum - $705,07 per share, capitalization amounted to $662.09 billion.
  • In 2013, Apple was the first to mass-produce 64-bit ARM-architecture chips by releasing a 64-bit 2-core microprocessor Apple A7.
  • In 2014, the corporation introduced its first personal, wearable device - Apple Watch. On November 13, 2014, Apple again broke its record in the stock market - its capitalization was $663.43 billion.

In 2016 at the annual conference WWDC-2016 Apple announced that the brand's devices will work on the principle of end-to-end encryption: information will be encoded on the device that transmits it and decoded by the receiving gadget.
This is planned to be used when making voice calls, as well as on the new messenger.

11/11/14 10.4K

Even 20 years ago it was still difficult to imagine that computers would be so firmly entrenched in the daily life of every person.

Work, relax, communicate - all this can be done using a device with Internet access. And being on the World Wide Web and not knowing what Google is is the same as living in Paris and missing the Eiffel Tower.

Advanced search technology and a huge number of useful services have made this company the true king of the Internet.

Who do you need to be to conquer the world? Someone will need an army of well-trained soldiers for this, and someone will need beauty. But in our time, more and more people are gaining recognition and respect with their mind.

In many biographies of famous personalities, there is a description of ordinary guys who started creating in their own garage. All they had initially were brains with bright ideas.

The history of Google began with these young people, ready to work hard to make their plans a reality:

The path from zero to billions

In the formation and development of Google, a deep domestic trace can be traced. The talented mathematician Sergey Brin, who emigrated to the United States at the age of five, stood at the very beginning of the company and still manages it:


To understand the amazing transformation from “nothing” to a giant at the forefront of modern technology, it is necessary to note the most important stages in the development of Google.
  • 1995 Sergey Brin volunteered to give a tour of Stanford University for students, one of whom was Larry Page. The student and the "guide" immediately began to argue about everything in the world, which became the basis for further strong friendship and the same cooperation;
  • 1996 Development of a search engine based on PageRank technology, the essence of which is the ranking of sites depending on the link weight obtained using backlinks. This technology has become a real revolution, since before that the main criterion for search engines was the number of keywords on the resource page;
  • 1997 Google got its name. It is simply impossible to imagine how much information on the World Wide Web, so Sergey and Larry decided to choose as the name the number that is closest to " impossible to imagine how much". A googol is when you add one hundred zeros to one. The spelling of the word was slightly corrected for euphony;
  • August 1998 The only question Andy Bechtolstein (co-founder of Sun) It was: " In whose name should the check be written?? One hundred thousand dollars went to the account of the not yet born Google Inc;
  • September 1998 The company moves to its first office - a garage. There are already 3 employees on the staff.
  • February 1999 The company already has 8 people and rents an office in Palo Alto.
  • September 1999 Move to own building located in Mountain View.
  • year 2000. Google signs an agreement with Yahoo, becoming the main provider of information search services and the largest search engine in the world.
  • year 2001. The company expanded its influence in South America. There are 3 billion documents in the search engine index.
  • 2002 A new office opens in Sydney.
  • 2003 Google buys Pyra Labs, whose most famous technology was Blogger.
  • 2004 The main office moves to a new building, the number of employees has increased to 800 people. Google goes public for the first time, offering its shares on the NASDAQ. Larry Page and Sergey Brin become billionaires.

In the future, things at Google went better and better, and today it is already impossible to imagine using the Internet without the popular services that the company developed.

Services we can't live without

Throughout its existence, Google has not wasted any time. The company has developed a huge number of useful services, the most popular of which should at least be listed:

  • Google+ is a social network launched in 2011. A distinctive feature is the system of circles Google Circles:
  • Google Docs is a service that allows you to create text documents, spreadsheets and presentations. Data can be stored in the cloud storage;
  • Google Drive is a virtual drive on which you can store up to 15 GB of your own information and access it from anywhere in the world:
  • AdSense - contextual advertising that is automatically placed according to the subject of the page;
  • Analytics is a tool for developers and SEO optimizers. Provides detailed statistics on the work of the web resource:
  • Gmail - email;
  • Maps - geographical maps with which you can easily calculate the route to your destination:
  • News - news formed from the headlines of the world's most popular publications. The composition of the categories is displayed according to the user's preferences;
  • Play - game application store;
  • Picasa is a service that allows you to work with images.

Your personal browser

One of the company's outstanding achievements was the creation of the Google Chrome browser, which immediately proved to be competitive in a market where, it would seem, there could be no rivalry.

Introduction

The development of economic and social relations, the expansion of the network and enterprises and the increase in their size, the emergence of new ties between enterprises and industries, the increase in the flow and volume of information - all this has led to a sharp complication of managerial tasks.

The complication of the tasks solved in the field of management, in turn, led to a change in the nature of management processes.

A modern leader must be able to make decisions in situations characterized by numerous factors and mutual connections. Therefore, management tasks required new methods of solution.

The use of computers significantly increases the efficiency of management, but it assumes the active participation of a person in the management process. It is he who makes the final decision on the basis of an assessment of various calculation options, taking into account the additional data at his disposal.

Industrial and technological practice is an organic part of the educational process and aims to consolidate and deepen the knowledge gained in the process of theoretical activity, to involve the student in socially useful work and to link the theoretical knowledge gained with the real conditions of production.

Industrial technological practice should be carried out at basic enterprises (organizations) under the guidance of experienced specialists.

During the passage of industrial technological practice, student interns work according to the regime established for this enterprise and obey the internal regulations of this organization.

aim production and technological practice is the study by students of a real enterprise and working conditions on it, obtaining applied skills in the development and maintenance of programs, studying information flows and workflow, ways of storing and processing information, collecting materials for a report and preliminary selection of a probable topic for a graduation project.

In addition, during the internship, student interns must also take an active part in the social life of the enterprise.


Brief history of enterprise development.

Kazelectromash LLP was founded in Semipalatinsk in 1991. as an enterprise whose main activity is the implementation of a wide range of electrical installation works, from the installation and commissioning of transformer substations to the construction of overhead and cable power lines.

Over the years of work in the field of electric power industry, using the electrical installation sites of Kazelectromash LLP, it has installed more than one hundred kilometers of cable lines, more than one hundred kilometers of overhead power lines, tens of kilometers of outdoor lighting lines have been put into operation, the engineering and technical staff of the enterprise has carried out the construction and further maintenance of more than 50 transformer substations.



A new milestone in the history of the development of the enterprise was 1993, when a technological line for the production of cable and wire products was purchased and installed, based on the use of drawing aluminum (copper) wire rod to the required cross section and coating the finished wire with insulating plastic using the extrusion method. All installed equipment is modern, easy to operate and set up, and has proven itself among similar types of equipment. In 1994, as a result of the installation of cigar-type twisters, the range of products was supplemented with non-insulated wires of grades A, AS, PS. Today's achievement was the commissioning of a line for enameling wires.

In recent years, Kazelectromash LLP has become a modern enterprise for the production of cable and wire products, equipped with first-class equipment, which currently produces installation wires of the APPV brand with 2, 3-wire cross sections from 1.5 to 4 mm2, power cables of the AVVG, VVG brands with sections from 2.5 to 35 mm2, uninsulated wires of the AS, A and PS brands enameled wires.

At present, Kazelectromash LLP has the production and technical capabilities for independent electrical installation work anywhere in Kazakhstan. A wide range of products, short lead times, affordable prices and a flexible system of discounts have allowed the company to gain a foothold in the industry market and acquire permanent partners.



Director of Kazelectromash LLP Raspopin Vitaly Leonidovich sees the immediate prospects for the development of the enterprise in increasing production volumes by expanding the sales market and acquiring new partners, both in Kazakhstan and abroad, as well as in the development of new types of products, the introduction of modern types of packaging.

2. The structure of the enterprise in graphical form. Relationship of departments

Department functions:

1. Founder - founder, organizer, participating in the formation of property and having assumed obligations in accordance with the constituent documents, finances the activities of the enterprise, receives a percentage of the profits, makes financial and property contributions to the capital of the company, acquires property.

2. Director - controls the progress of the tasks.

3. Accountant - a specialist who maintains trading and accounting books according to accounting rules, controls the income, expenses of the enterprise and calculates wages for employees.

4. Employees - the rights and obligations of a person who has entered into an employment relationship with the conclusion of an employment contract. A person who has concluded an employment contract has the right, in accordance with Article 2 of the Labor Code: to working conditions that meet the requirements of safety and hygiene; for compensation for damage caused by damage to health in connection with work; to equal remuneration for equal work without any discrimination and not below the minimum amount established by law; for rest, provided by the establishment of the maximum duration of working hours, reduced working hours for a number of professions and jobs, the provision of weekly days off, holidays, and paid annual holidays; to join trade unions; for social security by age, in case of disability and in other cases established by law; to judicial protection of their labor rights. The employee as a party to the labor contract is not only endowed with rights, but also assumes the performance of duties. The employee is obliged to: conscientiously perform labor duties; observe labor discipline; take care of the property of the organization; comply with established labor standards. These obligations are specified in the laws applicable to certain categories of workers, in other regulations, as well as in the labor contract. If an employee assumes the obligation to combine professions, perform related operations, then the labor contract contains a list of these works and their volumes.

The history of the Rosneft oil company is inextricably linked with the history of the domestic oil industry. The first mention of the enterprises that are now part of Rosneft date back to the end of the 19th century. In 1889, for example, exploration of oil fields on Sakhalin began.

The main assets of Rosneft Oil Company were created during the Soviet period, when the full-scale development of new oil and gas fields began. In the 1990s, numerous enterprises of the fuel and energy complex and other related enterprises of the public sector of the economy were merged into vertically integrated companies along the lines of the world's largest corporations -
with their subsequent partial or full sale to private investors. Much of the oil industry has been privatized. The management of oil and gas assets that remained in state ownership was carried out by the state enterprise Rosneft, which in September 1995 was transformed into an open joint stock company Oil Company Rosneft.

During the crisis of 1998, Rosneft encountered serious financial and operational difficulties: a decline in production due to the high depletion of the resource base, an extremely low level of utilization of refining capacities, and a reduction in retail sales.

In 2002-2004, the Company began to restore its positions by acquiring new licenses and expanding the geography of its operations. In 2002, Rosneft received a license for the development of the Kaigansko-Vasyukansky area (Sakhalin-5 project), in 2003 - a license for the Veninsky area (Sakhalin-3 project). The oil company OJSC Severnaya Neft was acquired, which significantly strengthened Rosneft's position in Timan-Pechora, as well as the Anglo-Siberian Oil Company, which owns a license to develop the Vankor field in Eastern Siberia.

Since 2004, a new stage in the development of the Company has begun. In a short period, it has significantly increased the efficiency of corporate governance, carried out serious work on the consolidation of oil production and processing assets, and improved financial discipline. Already in 2005, Rosneft took a leading position among Russian oil companies in terms of production volumes.

In 2006, Rosneft shares were first placed on the London Stock Exchange. The total amount of the placement amounted to 10.7 billion dollars - this is the fifth largest IPO in the world and the largest among Russian companies. The Company was trusted by such global energy players as BP and SINOPEC, which bought large blocks of shares, and about 150,000 Russian individuals also became shareholders of Rosneft.

As a result of the acquisition of a number of oil and gas assets in Russia, oil reserves and production volumes, oil refining capacities have been significantly increased, and the retail network has been expanded. In 2007, Rosneft already provided more than 20% of the total oil production in the country, producing more than 100 million tons of oil.

Despite the global economic crisis at the end of 2008, the Company once again became the leader in terms of production growth rates among Russian and international competitors. Work continued to optimize and improve the efficiency of all areas of activity, unfavorable market conditions at the end of the year became one of the incentives for this work. The Company managed to achieve significant results in improving the corporate governance system and increasing the level of information transparency.

In 2009, the largest field in Eastern Siberia, Vankorskoye, was put into commercial operation. The successful development of the field made Vankor the largest production project in the modern history of the Russian oil industry and allowed it to enter the top ten oil projects in the world.

In 2010, there were fundamental changes in the management policy, an update of the Company's strategy was initiated. The program for the modernization of oil refineries has been activated in order to meet the requirements of the Technical Regulations for the quality of motor fuels. Subsoil use rights have been obtained for a number of new promising areas, including those on the Arctic shelf of the Russian Federation. Shares in four refineries in Germany were acquired, thanks to which the total processing of the company increased by more than 20% - up to 61.6 million tons. According to the results of the year, the highest rate of absolute increase in oil production among Russian companies was obtained.

In 2011, the Company continues to actively replenish its resource base. In particular, two licenses were obtained upon the discovery of deposits, for the Baikalovsky block in the Krasnoyarsk Territory and for the Buzerovsky block in the Samara Region, and two certificates confirming the discovery of the discovery of the fields named after. N. Lisovsky and Sanarsky in the Irkutsk region. The discovery of deposits in extremely difficult geological conditions became possible thanks to the use of innovative methods and the modernization of exploration technology.

In 2011-2012, unprecedented agreements were signed with ExxonMobil, ENI, Statoil on joint work on the shelf of the Russian Federation.

In 2013, Rosneft becomes the largest public oil and gas company in the world after the completion of the acquisition of TNK-BP. BP turns into the largest minority shareholder of NK Rosneft with a 19.5% stake.

In 2014, despite the crisis in the oil market, Rosneft once again confirmed its status as the leading Russian oil and gas corporation, the largest taxpayer in the Russian Federation, providing a significant part of all tax revenues of the consolidated budget of the Russian Federation, and one of the leaders in the global oil and gas industry as a whole . During this year, the main events in the industry were related to projects implemented with the participation of the Company. This includes the successful completion of exploratory drilling at the new Pobeda field in the Kara Sea, the discovery of the Kara oil and gas province, the commissioning of the first well on the world’s largest drilling platform Berkut in the Sea of ​​Okhotsk, and the start of production using a unique drilling rig.” Hawk" on Sakhalin in the North Chayvo.

The highlight of 2014 was the discovery of a large oil and gas province in the Kara Sea, whose explored resources are comparable in volume to the current resource base of Saudi Arabia. The discovery significantly increases the mineral resource potential of Russia and for a long time will allow the country to remain among the leaders in oil and gas production. The new field was given a symbolic name - Pobeda. Only the first well made it possible to put on balance the total initial recoverable reserves of 130 million tons of oil and 396 billion cubic meters of gas.

At the XVIII St. Petersburg International Economic Forum, dedicated to the topic of building confidence in an era of transformation, Rosneft signed a record number of agreements (more than 50), which both expanded previously reached agreements with Russian and foreign partners and opened up new horizons for cooperation in all areas of the Company's business .

In January 2015, Rosneft began oil production at the Arkutun-Dagi field using the Berkut drilling platform, the largest in the world. The volume of production at the field upon reaching the planned capacity will reach 4.5 million tons per year. In March, the Company completed the acquisition of a 100% stake in SANORS Holding (ZAO Novokuibyshevsk Petrochemical Company). The synergistic effect of integration will strengthen the vector of petrochemical development and increase the added value of production.

The research expedition "Kara-winter-2015", organized by the Company with the participation of the "Arctic Research and Design Center" and specialists from the Federal State Budgetary Institution "Arctic and Antarctic Research Institute", has become the largest Arctic expedition in the world in terms of volume and scope of work in recent years. 20 years.

Integral privatization deal

In 2016, Rosneft not only demonstrated strong operating results, but was also able to provide significant support to the Russian budget thanks to the implementation of the privatization deal and tax deductions. The main success of Rosneft, of course, was the completion of an integral transaction for the privatization of a 19.5% stake in the company and a controlling stake in Bashneft, as a result of which the state received 1.04 trillion rubles (in general, the volume of the company's payments to the budget for 2016 year exceeded 3 trillion rubles). According to Igor Sechin, the privatization of the Company's shares made it possible to ensure that the total amount of funds received by the budget in the amount of 30% of all privatization revenues in Russia since 1991.

"This deal was a tectonic shift in how the company is perceived by investors," Wood Mackenzie said in a report. “Rosneft has made a breakthrough in its international strategy.” It is no coincidence that at the final press conference in 2016, President Vladimir Putin called Rosneft "one of the most efficient energy companies in the world." According to analysts, the deal was the largest in the global oil and gas industry in a year and served as proof that investing in Russia is profitable.

The powerful synergy effect that the merger of Rosneft and Bashneft will provide will certainly contribute to the development of the Russian economy. The effect is due to the optimization of mutual oil supplies, transportation and logistics costs, a reduction in the cost of drilling services, the joint use of the infrastructure of production assets, modern technologies and know-how. Rosneft's successful experience in integrating TNK-BP is a guarantee for the speedy monetization of this effect. “We will work on maximizing the synergy effect,” Igor Sechin promised at the annual meeting of shareholders. “In the first two quarters of 2017 alone, the synergistic effect from the integration of Bashneft in monetary terms amounted to more than 40 billion rubles.”

Growth of capitalization

In 2016, the value of Rosneft shares on the Moscow Exchange increased by almost 60% (this indicator is not only higher than market indices, but also significantly exceeds that of its main Russian competitors). In the first half of the year, Rosneft for the first time in its history became the largest company in Russia by market capitalization. In December, the company's market capitalization exceeded 4 trillion rubles. The quality of Rosneft's assets, as well as the emergence of new professional investors as shareholders, was highly appreciated by the market.

Industry experts have repeatedly pointed to the fundamental underestimation of Rosneft, which is also exacerbated by the country factor and politically motivated sanctions. However, in the long term, in their opinion, the company has enormous potential for further capitalization growth due to the activities of all business areas: production, refining, oilfield services and trading. This is stated in the reports of the largest investment banks, which predict an increase in the value of the global depositary receipt (GDR) of Rosneft to $9 apiece and note that the capitalization of $100 billion, which was before the crisis in the 2000s, is quite achievable.

"Rosneft's competitive advantage will be driven primarily by the record number of high-yielding new fields coming on stream, which is helping to generate free cash flow and is expected to generate substantial dividend payouts," Bank of America said. Almost all leading analysts recommend buying Rosneft shares, noting, among other things, the significant potential for synergies from the integration of the acquired assets of Bashneft.

Geological exploration and production

In 2016, the company again achieved growth in all key areas. The next milestone in hydrocarbon production has been conquered - 265 million toe. e. per year (growth by 4.3%). The main positive growth factors were the integration of Bashneft's assets in October 2016, the commissioning of production capacities at the Vostochno-Messoyakhskoye and Suzunskoye fields, the increase in the efficiency of work at mature assets, the implementation of an intensive drilling program, reliably supported by the presence of a developed in-house service block.

Rosneft outperforms its competitors in terms of the efficiency of its exploration work. As of January 1, 2017, the recoverable reserves of oil and condensate of the Company under category АВ1С1+В2С2 amounted to 12.2 billion tons and 7.6 trillion m3 of gas. During 2016 alone, the Company discovered 13 fields and 127 new deposits with total reserves of 207 mmtoe. by categories АВ1С1+В2С2. The replacement rate for hydrocarbon reserves according to the Russian classification was 126%. Increasing the resource base is one of the Company's key priorities.

The scale of seismic exploration in 2016 was increased by 58%. At the end of 2016, Rosneft completed 2D seismic work on land in the amount of 2.8 thousand linear meters. km and 3D seismic work - 7.9 thousand square meters. km, demonstrating an increase of 27% and 29% respectively. Completed testing of 85 exploration wells with an efficiency of 80%.

The volume of production drilling increased by 35% over the year, to 9.3 million meters. A new record for the company was the commissioning of more than 2.6 thousand new wells, which is 43% higher than in 2015. Moreover, the share of horizontal wells was 32% in 2016. At the end of 2016, the number of operating drilling rigs reached 280 units (+26% compared to 2015). Currently, Rosneft's own divisions perform more than 50% of drilling, exploration and well completion operations.

At the end of 2016, Rosneft put into pilot and industrial development 37 fields with total recoverable oil reserves of more than 500 million tons, including large fields - Vostochno-Messoyakhskoye in the YaNAO, Suzunskoye in the Krasnoyarsk Territory, Naulskoye in the Nenets Autonomous Okrug, named after O .BUT. Moskovtsev in KhMAO. The company operates extremely efficiently on mature assets, applying advanced technologies in the field of drilling, stimulation of production and increasing the efficiency of oil recovery.

Rosneft pays great attention to the development of hard-to-recover reserves. The era of “easy” oil reserves is coming to an end, but Russia has unlimited potential in the field of TRIZ. It was the successful development and application of new technologies, including horizontal drilling methods, that allowed the Company to begin the effective development of hard-to-recover oil reserves, the production of which increased 15 times in 2016.

The share of Rosneft in oil production in the Russian Federation is about 40%, and in world production - more than 5%. Active development of exploration and production in the near future will provide the Company with up to 98% success rate in geological exploration, a fundamental increase in the technological success of production drilling and sidetracking while maintaining economic efficiency. Rosneft plans to increase annual production to 30 million tons of oil by 2022 through organic growth.

“Our strategic advantage,” Igor Sechin notes, “is huge traditional oil reserves on land in regions with developed infrastructure. Our strategic prospects are colossal shelf reserves. Our analysis shows that the existing reserves allow us to produce 500 million tons of oil more in 20 years than the current technical plans suggest. But this can only be done if the efficiency of production processes is improved.”

Among the key measures proposed by the Company are an increase in the commercial drilling rate, the use of multi-stage hydraulic fracturing, an increase in the share of horizontal well drilling to at least 40%, an increase in the efficiency of internal services, the use of standard solutions in construction processes, and the revision of standard solutions in favor of innovative ones.

Rosneft's new strategy will expand opportunities in oilfield services. The company plans to invest in IT solutions for drilling. “We understand,” Sechin says, “that the future in well construction lies with the large-scale use of highly automated drilling complexes, robotization of construction processes, and the development of technologies for completing high-tech wells of complex architecture. These are super-long horizontal, horizontally branched and multilateral wells”.

The total investment of Rosneft in 2016 amounted to 750 billion rubles. They were mainly aimed at increasing production drilling in Western Siberia and developing new projects. According to Igor Sechin, Rosneft is planning an investment program in the amount of 1.1 trillion rubles for 2017. The priority for the company will be the development of new promising fields in Russia: Suzunskoye, Lodochnoye, Russkoye, Kuyumbinskoye, Yurubcheno-Tokhomskoye, Srednebotuobinsky (Taas-Yuryakh project), as well as the gas assets of ROSPAN, Kharampur, Kynsko-Chaselskoye field. An investment program in the amount of approximately 1.3 trillion rubles is planned for 2018.

Offshore projects

The company is the largest subsoil user on the Russian shelf: Rosneft owns 55 licenses for areas of the continental shelf of the Russian Federation. Hydrocarbon resources in these areas amount to about 41.5 billion tons of oil equivalent.

Rosneft has implemented a large-scale program for the geological exploration of subsoil areas on the shelf and has more than doubled its license obligations. In the field season of 2016, Rosneft performed 2D seismic surveys in the waters of the Barents, Pechora, Kara, East Siberian, Chukchi and Laptev Seas in the amount of more than 33,000 linear meters. km. More than 4,000 sq. km of 3D seismic surveys.

In 2017, Rosneft started drilling at the Khatanga license area ahead of schedule. The start of exploratory drilling of the northernmost well on the shelf of the Eastern Arctic was given by Russian President Vladimir Putin during a teleconference with the head of Rosneft Igor Sechin. According to preliminary estimates, the resource potential of the Laptev Sea is about 9.5 billion tons of oil equivalent. Based on the results of the preliminary analysis of the recovered core from the Tsentralno-Olginskaya-1 well, the Head of State was informed about the discovery of a large oil field. Core sampling showed high oil saturation with a predominance of light oily fractions, which confirmed the geological model developed by Rosneft specialists. “We are on the verge of opening a new oil and gas province. This group of fields with convenient logistics to the Asian market will be the most efficient and extremely attractive project in the company's portfolio,” said Igor Sechin. In the next five years, Rosneft plans to increase investments in the development of the Arctic shelf by 2.5 times - up to 250 billion rubles.

Oil refining

Rosneft has 18 refineries in Russia and abroad. In 2016, the volume of refining at the Company's Russian refineries increased by 3.3%, and at foreign refineries by 4.8%. The output of light oil products last year increased and reached 56%, the refining depth increased to 71.2%. The reduction in the production of fuel oil at the Russian refineries of Rosneft by almost 15% was accompanied by an increase in the production of Euro-5 gasoline and diesel fuel by more than one and a half times.

“The main strategic task of the company,” Igor Sechin said in a report at the shareholders' meeting, “will be to increase margins along the entire value chain. In conditions of high competition in global markets, it is important to “get closer” to the end consumer. This is the only way Rosneft will maintain premium sales and respond as quickly as possible to changes in market conditions. Therefore, the Company will prioritize the development of processing assets in developed and growing consumer markets, the creation of trading and sales hubs. Rosneft assigns a special role to petrochemistry in its strategy. The company expects that global demand for petrochemicals will grow faster than GDP growth and consumption of petroleum products. And this will create additional prospects for this line of business. Rosneft aims to bring the share of oil and gas chemistry to 20% of the total refining capacity of Rosneft. And this goal is quite achievable, especially considering the fact that investments will be implemented with the involvement of project financing, as well as qualified partners with the necessary technologies, developed sales channels for products.”

Innovation

In 2016, Rosneft allocated 44.1 billion rubles for innovative development. A set of measures was implemented to improve the efficiency of the Company's research and development and innovation activities, including the formation of the Corporate Research and Development Complex (CRPC) as a single unit of the Company on the basis of a number of corporate KNIPIs. Today, KNPC has a strong infrastructure and research potential: it includes 26 corporate institutes with about 12,000 employees. KNPC is represented in all regions of the Company's operations, including abroad; KNPC's design products cover all business areas, from field development to retail.

It should be emphasized that Rosneft sponsors a program of large-scale scientific research in the Arctic. During the expedition "Kara-summer-2016", organized by the company, for the first time in Russia, a unique technology was used to change the drift trajectory of icebergs by external influence.

Rosneft expects to switch to a new, "digital" model of work. The company agreed with the industry leader - General Electric - to create a joint venture that will introduce modern digital technologies and new industrial Internet standards at Rosneft's assets. The introduction of the latest digital solutions based on the Predix and Meridium platforms will allow optimizing the systems for collecting, processing and analyzing industrial data “from the well to the nozzle at the filling station”. Rosneft relies on accelerated digitalization of business, industrial Internet technologies, which will fundamentally strengthen the control of material flows and eliminate the human error factor.

Far Eastern Shipyard

On behalf of the President of the country, Rosneft is implementing a large-scale project to create a shipbuilding cluster in the Far East, the core of which will be the Zvezda shipbuilding complex. In September 2016, in the city of Bolshoy Kamen, Vladimir Putin took part in the solemn ceremony of launching the first stage of the shipyard. “We have every reason to believe that the new enterprise will be better in many respects than our main competitors in the world,” the President of the Russian Federation said. As the head of Rosneft, Igor Sechin, reported to him, all construction and installation work at the main facilities of the first stage was completed in strict accordance with the schedule, and at the open outfitting slipway they are being carried out ahead of the previously approved plan.

The head of state also inspected the installation area of ​​the complex, where modern specialized cranes with a lifting capacity of 320 tons were delivered at the end of August 2016. The equipment was manufactured under a joint contract between DVZ Zvezda and China Heavy Industry Corporation Nantong (CHIC). According to the contract during 2016 - 2017. Four cranes with a lifting capacity of 320 tons each, four cranes with a lifting capacity of 100 tons, as well as a unique Goliath-type crane with a lifting capacity of 1200 tons will be delivered to the construction site of the Zvezda shipbuilding complex by CHIC. Cranes of this type allow the construction of several ships from large blocks at the same time.

In June 2016, between JSC DVZ Zvezda, China Shipbuilding Industry Corporation (CSIC) and Qingdao Beihai Shipbuilding Heavy Industry Co., Ltd. (BSIC) signed a contract for the construction and supply of a transfer dock with a capacity of 40,000 tons, which is being created for the construction of marine facilities at the shipyard.

It is worth recalling that the main tasks for the construction of new shipyards in the Far East were formulated by the President back in May 2009 during a working meeting in Komsomolsk-on-Amur. It is this moment that should be considered the beginning of the creation of a shipbuilding cluster, which is being formed on the basis of the Far Eastern Shipbuilding and Ship Repair Center (FSCRC). Production of the vessels will begin this year, with a pilot order scheduled for 2019.

As for the Zvezda product line, the enterprise will produce high-tech, large-capacity vessels, offshore drilling, exploration and production platforms, service fleet vessels, including ice-class vessels. In order to gain experience in modern shipbuilding and subsequently localize production in Russia, DTSSS plans to create joint ventures with foreign technology partners: to develop projects for ice-class vessels with Damen, drilling platforms with Keppel and ship equipment with General Electric.

Rosneft provided the shipyard with a pilot order: four multifunctional ice-class reinforced supply vessels and five green tankers of the Aframax type, powered by natural gas and meeting high environmental standards.

In December 2016, the creation of the Eastern Mining and Metallurgical Company, a joint venture between Rosneft and the Ural Mining and Metallurgical Company (UMMC), was announced. In accordance with the agreements reached, the joint venture will become the anchor supplier of large-format steel sheets to meet the long-term needs of the Far East shipyard.

By 2024, the shipyard will create more than 7,500 highly skilled jobs, and Rosneft has already allocated funds for the construction of six residential buildings.

At the launch ceremony of the first stage of the shipyard, Vladimir Putin said that the development of civil shipbuilding and the commissioning of new production facilities is one of the key strategic tasks to strengthen the industrial potential of the Russian Far East. The President noted the importance of implementing a comprehensive strategy of Rosneft in the Far East, which not only increases hydrocarbon production capacity, but also supports scientific research, implements social projects, and creates infrastructure for high-quality growth. “All this reflects a thorough, responsible approach to business development and sets a good benchmark for other large Russian and foreign companies to invest in the Far East,” Vladimir Putin said.

Trading bet

In 2016, Rosneft significantly strengthened its positions in the international market. The company successfully diversifies deliveries between western and eastern directions. At the end of 2016, annual contracts were signed for the supply of oil to Belarus with a total volume of up to 10.2 million tons and to Germany - up to 7.3 million tons. At the international economic forum in St. Petersburg, the contract with PKN Orlen for the supply of oil to the Czech Republic was extended for three years. The contract provides for the possibility of increasing deliveries to PKN Orlen up to 15.8 million tons of oil and is an example of Rosneft's successful strategy in traditional markets. In the promising Asian market, Rosneft's leading position will be strengthened by an unprecedented contract with PetroVietnam for the supply of up to 96 million tons by 2040 in the amount of $36 billion, also concluded at SPIEF. In general, Rosneft is significantly increasing supplies to the east. In 2016, they grew by 8.6% to 43.1 million tons. As a result, Russia caught up with Saudi Arabia in terms of oil supplies to China, while three years ago, Saudi companies supplied China with twice as much oil as Russian companies.

At the beginning of 2017, Rosneft and the China National Petroleum Corporation (CNPC) signed an additional agreement to increase oil supplies in transit through the territory of Kazakhstan and extend the contract concluded on 06/21/2013 until 12/31/2023. Deliveries in the period from 01/01/2017 to 12/31/2023 will amount to 70 million tons, while the total volume of oil supplies under the above contract, taking into account the previously sent 21 million tons, will reach 91 million tons over a 10-year period. Rosneft has a successful experience in implementing contracts for the supply of oil to China. In the period from 2005 to 2016, the Company entered into a number of long-term contracts under which Rosneft has already supplied more than 186 million tons of oil worth more than $95 billion. Rosneft is also one of the leaders in the supply of petroleum products to China; from 2009 to 2016, the Company supplied about 30 million tons of petroleum products worth more than $19 billion.

In order to secure feedstock for its growing network of international refineries, Rosneft is expanding its oil trading activities and seeking to close more supply deals with other producers. Rosneft is interested in having a lot of options in trading - to be able to choose how each supply of raw materials is sold - from transportation through oil pipelines or by sea, to mixing or oil refining. Unlike Shell, BP and Total, which produce fewer commodities than Rosneft, Russia's largest oil company relies on partnerships with trading companies to send a large share of its exports by sea. Singapore's Trafigura Group, Switzerland's Glencore and other traders enter into supply agreements with Rosneft. At the same time, Rosneft competes with them for deals with other producers in order to ensure the activity of its own oil trading.” Experts talk about the potential of Rosneft's subsidiary in Geneva, Rosneft Trading SA, in the rapidly growing international trading market. In 2016, the first LNG shipment was delivered to Egypt. That contract became for Rosneft an entry ticket to the global LNG trading market - after all, as a rule, participation in international tenders requires confirmation of experience in organizing LNG supplies.

In the competition for the oil market, two strategic approaches have developed: price dumping and establishing partnerships with oil importers. The main adept of the "price war" was Saudi Arabia, which abandoned any restrictions on oil exports and set the price for its oil deliberately below the market price. The Russian strategy in the oil market is completely different. Rosneft is expanding its presence by establishing partnerships and joint ventures with key oil consumers, building global integrated chains. “Russia is not going to play the role of an extra in the current price war,” Igor Sechin said. - As you know, Rosneft has the lowest operating costs: $2.5 per barrel (excluding taxes and transport), and we are rapidly increasing our share of the global oil market. For 10 years (from 2005 to 2015), our share in the oil market (plus condensate), according to IEA statistics, increased from 1.9% to 4.9%, and after the acquisition of Bashneft - up to 5.4%.

“Perhaps the most striking example of a global integral approach,” continues Sechin, “is Rosneft's entry into the Indian market, which the world leaders in the oil and gas industry consider one of the most attractive and promising. In order to gain a foothold on it, Rosneft used the format of transcontinental business. The company has created alliances with Indian partners, involving them in the development of promising oil and gas provinces in Russia. This laid the foundation for an energy bridge between countries. Then the Russian company entered the capital of India's leading refinery, located in the city of Vadinar. Thanks to its active presence in the Venezuelan market, Rosneft will be able to obtain significant synergies from the processing of heavy raw materials from Latin America at the facilities of the Indian plant. In addition, a modern refinery with a comprehensive infrastructure will create an energy hub in Vadinar that provides oil products to the markets of Southeast Asia and the Indian Ocean. It is these global integrated chains that are at this stage the best way to stand out in the competition.”

integral approach

During 2016, Rosneft successfully implemented a strategy to attract strategic partners, leaders of the global oil and gas industry, to Russian promising projects. This strategy makes it possible to ensure efficient exploration and production of hydrocarbons. In addition, thanks to the integrated approach, consumer countries are interested in obtaining guaranteed volumes of raw materials, in the extraction of these volumes, their transportation and delivery to the final consumer. This approach minimizes the risks of the participants, guaranteeing them a profit along the entire production chain. Attracting investments from partners, Rosneft offers them complex, hard-to-reach projects that require long-term investments. However, oil consumers are interested in partnership because of the possible shortage of resources and price fluctuations. And in the end, they share the risks - both the exploitation of deposits and the marketing of products.

A striking example of this approach is the involvement of Indian partners in the development of East Siberian deposits. Rosneft completed the implementation of the project to create a unique international energy hub based on the so-called Vankor cluster in a short time. The share of Indian state-owned companies in it amounted to 49.9%. At the same time, Rosneft retained a majority stake in the capital, control over the operating activities of the company, as well as 100% control over the overall infrastructure of the cluster. The achieved estimate of the Vankor project is $3.4 per barrel of hydrocarbon reserves (according to the category 2P of the PRMS methodology) and reflects the high potential of the project's resource base.

On the basis of OOO Taas-Yuryakh Neftegazodobycha, an international consortium was also created, which, in addition to Rosneft (a 50.1% stake), included BP and state-owned Indian oil and gas companies. Recently, Rosneft has increasingly acted as a Eurasian integrator. And experts do not exclude that in this case we are talking about a trend, a kind of strategy for creating Eurasian energy hubs.

The entry of Indian companies into Russian projects was complemented by a breakthrough to India, where Rosneft received a stake in the Vadinar refinery, with infrastructure including a deep-water port that can handle ultra-large VLCC class tankers. , and a network of 3,000 gas stations. A significant factor that determined the choice in favor of this asset was the high level of technological equipment of the plant (11.8 according to the Nelson index), which makes it possible to ensure the outstanding economics of the project (the average refining margin over the past six months is over $10 per barrel). The capacity of the Vadinar refinery is 20 million tons, the depth of processing is 95.5%. Commenting on the deal, Igor Sechin said: “This is a historic event for the company - Rosneft is entering one of the most promising and fastest growing markets in the world. The project creates unique synergy opportunities for both the Company's existing assets and Rosneft's planned projects, and opens up prospects for increasing the efficiency of deliveries to the markets of other Asia-Pacific countries, such as Indonesia, Vietnam, the Philippines, and Australia.” According to recently published data from the International Energy Agency, India will become the main global growth driver in the motor fuel market: by 2040, motor fuel consumption in this country will double to 10 million barrels per day, and already in 2017, gasoline consumption will grow by 12%.

Vladimir Putin called for building a Eurasian partnership on the basis of a "broad integration contour." And Rosneft implements the ideas of the President in practice. Another example of the company's integral approach was the agreement with Beijing Gas on the acquisition by Chinese partners of a 20% stake in Verkhnechonskneftegaz PJSC. The transaction price was about $1.1 billion. As a result of the transaction, a vertically integrated structure of cooperation will be created: the Chinese company acquires a stake in one of the largest producing fields in Eastern Siberia with a developed infrastructure and access to the ESPO oil pipeline, and Rosneft, in turn, gets the opportunity to enter the domestic gas market of China using swap gas supplies.

The total funds received by Rosneft as a result of transactions for the entry of partners from India and China into promising Russian projects amount to about $ 6 billion.

global energy company

In general, in 2016 Rosneft continued to strengthen its positions in the global oil and gas market through efficient M&A transactions. The "Indian scheme" began to be implemented with Indonesia: memorandums were signed with the oil company Pertamina on the acquisition of shares in Russian fields. In accordance with the memorandum on the North Chayvo project (Sakhalin Island), the parties intend to agree on legally binding documentation for the acquisition of up to 20% of Pertamina's stake in the project. Another memorandum provides for the entry of Pertamina into the project for the development of the Russkoye field in a share of up to 37.5%.

At the same time, an agreement was signed on the establishment of a joint venture to implement the project for the construction of the Tuban oil refining and petrochemical complex in the eastern part of the island of Java (Indonesia). A feasibility study for the project is currently under development. After the development of the feasibility study, a decision will be made on investments in the construction of the refinery. The design capacity of primary processing of the Tuban complex is planned at the level of 15 million tons/year. The project provides for the construction of a large fuel oil catalytic cracking unit, as well as a petrochemical complex. It is assumed that the complex will be able to receive VLCC class supertankers with a deadweight of up to 300,000 tons. The document regulates the distribution of shares between the participants of the joint venture (Rosneft - 45%, Pertamina - 55%).

It should be noted that the Tuban refinery construction project is strategic for Indonesia (no new refineries have been built in the country since 1994). At the same time, Indonesia is a rapidly growing market, and projects for oil refining and petrochemicals in this country are of great interest. In the coming years, the authorities plan to create powerful refineries in Indonesia (according to the government's plans, oil refining capacity should increase from 1 million barrels to 2.3 million barrels per day by 2020).

During a visit to Jakarta, Igor Sechin noted that now Indonesia imports oil products produced from Russian oil, mainly from South Korea and Singapore, and it is important for Rosneft to supply oil to the country directly. “Ten years ago, Indonesia produced 71 million tons of oil, today it is 38 million tons, and by 2030 it will be 11 million tons,” the head of Rosneft said at the Russia-ASEAN summit. - And this is with the growth of consumption. Of course, this creates conditions for our interest both in terms of supplies, participation in processing, and trading.”

Observers note that the planned projects of Rosneft in the field of refining and petrochemistry in the region are original and, at the same time, will complement each other. The creation of a JV with Pertamina, an equity stake in Essar Oil Limited and the construction of a Tianjin refinery in China are elements of a long-term strategy. Their implementation will create unique synergies in the region and give impetus to the rapid development of Rosneft's trading division.

Rosneft also plays an important role in European oil refining. At the end of 2016, during the restructuring of a joint oil refining and petrochemical complex with BP in Germany, Rosneft received shares (from 24% to more than 54%) in three German refineries. As a result, the Company controls more than 12% of the German oil refining industry (with a capacity of 12.5 million tons per year), which makes it the third player in the German oil refining market.

In Russia, the Company also plans to develop joint oil refining projects with foreign partners. In September 2016, Rosneft and China's Sinopec signed a legally binding agreement at the Eastern Economic Forum on the preparation of a joint preliminary feasibility study for a project to build and operate a gas processing and petrochemical complex in Eastern Siberia. It is assumed that the annual capacity of the first stage of the complex will be 5 billion cubic meters of raw natural gas with the production of up to 3 million tons of high-tech polymers and petrochemical products for sale mainly in the Russian and Chinese markets. The resource base of the project is the oil and gas fields of Rosneft in the Yurubchensky cluster in Eastern Siberia. In addition, Rosneft and ChemChina will work on the project of the Eastern Petrochemical Company, the parties intend to create a joint venture to implement it (the parties' shares in the joint venture Rosneft - 60%, ChemChina - 40%).

Rosneft is also expanding its presence in promising upstream projects abroad. Rosneft and PDVSA have agreed to increase the Russian company's stake in the Petromonagas JV to 40%. An important event for the company was the agreement, according to which it acquires from Eni up to 35% in the concession agreement for the development of the Zohr field, as well as 15% in the project operator, the joint venture of Eni and EGAS: Petroshorouk. The cost of the stake acquired by Rosneft is $1.125 billion. The company becomes a participant in a project to develop the largest hydrocarbon field in Egypt, together with world majors - its long-term partners: Eni and BP. Upon completion of the transactions between Rosneft, Eni and BP, the shareholding structure of the concession agreement can be formed as follows: Eni - 50%, Rosneft - up to 35%, BP - up to 15%.

The discovery in August 2015 of this field was a significant event for the oil industry - according to Eni, a 100 sq km open area could contain up to 30 trillion cubic feet of dry gas (5.5 billion boe) in place. And this despite the fact that the reserves of the Israeli Lefiafan field, about the discovery of which the world media have long made noise, range from 14 to 20 trillion cubic feet. The successful development of Zohr will supply Egypt's natural gas needs for decades, as it accounts for more than a third of the country's gas reserves. This deal is a true example of the fact that Western and global businesses are seeking to break through the sanctions blockade and establish close relations with Russia's largest oil company, inviting it to participate in a joint project to develop the Mediterranean shelf. According to experts, participation in the development of a unique producing asset will provide Rosneft's trading division with a significant amount of physical resources, which, in turn, will provide the company with the opportunity to actively expand its presence in the markets in the Middle East - Europe.

In 2020, after the Zohr project reaches its planned capacity, Rosneft's gas production will increase by 9 billion cubic meters per year. Efficiency of monetization of this volume of gas is ensured by proximity to important sales markets. Rosneft also plans to export gas from this project to the European market and the Middle East, depending on the economic attractiveness of export options. Moreover, it is worth noting that 9 billion cubic meters is only a basic development model without additional exploration potential. Participation in the project will allow the company to gain invaluable experience in the development of offshore fields (Rosneft is already implementing a project to develop gas fields on the shelf of Vietnam and has sufficient technological experience). In addition, according to experts in the field of the oil market, following the closing of the deal, Rosneft will be able to increase the geological reserves of hydrocarbons by about 250 billion cubic meters.

In general, for most players in the oil market, Rosneft's integral approach, which implies cooperation with partners along the entire production chain - from production to hydrocarbon processing and petrochemicals - now seems to be an ideal way to stand out in the competition.

The results of 2016 indicate that the role of Rosneft in the processes taking place on the oil market is colossal. The privatization deal for the sale of 19.5% of the company's shares made it possible to draw the attention of potential investors to the Russian oil industry. And strong operating results strengthened Rosneft's position as one of the leaders in the global energy industry, which will play a significant role in reformatting the oil and gas market.

Over the past five years, Rosneft has turned from a regional player into a global major, the largest public company in terms of production, reserves and business scale, as well as the most efficient in terms of operating costs. In order to consolidate its success, the Company proposes to adopt a new strategy and a new organizational structure. The basis of the strategy should be a qualitative change in the company's business through a technological breakthrough, full-scale use of digital technologies in all areas of activity, constant work to reduce costs, increase the marginality of the processing segment due to the flexibility of the basket.

As part of the new strategy, Rosneft will switch to a holding management structure with the allocation of business segments responsible for financial results. As a "pilot" project, it is proposed to implement a project to spin off Rosneft's retail business. This will significantly increase the capitalization of RN-Retail and attract strategic investors. Almost 90% of retail is already consolidated into a single sub-holding, and the consolidation of retail assets has proven its effectiveness. Rosneft expects that the holding structure will make it possible to allocate financial resources more efficiently, increase the return on invested capital and increase returns for shareholders.

According to Igor Sechin, the implementation of the Rosneft 2022 strategy will allow the Company to increase capitalization by 25-30%. “The main thing is a significant increase in efficiency and competitiveness. We have set a goal for the company to achieve in the long term the cost price at the level of Saudi Aramco. This guarantees Rosneft and the Russian oil and gas industry leadership in the global energy sector,” summarizes the head of Rosneft.

Today, LifeGlobe brings you the most interesting examples of how luck, luck, or even a spelling mistake can determine the future popularity of a nascent company. We present to your attention the history of the emergence of 20 leading global brands of our time

It was known at all times that its future success depends on the catchy, memorable name of the company. Recently, when creating any large company or for the purpose of rebranding an existing, but unpopular one, the practice of "brainstorming" is most often used - when all employees gather in one room and "throw" their ideas of names on a common table. This is an interesting and correct approach, but sometimes no “brainstorming” can be compared with the will of chance, suggesting completely unexpected ideas or forcing you to make a mistake that will cause the brand to become mega popular in the future…


Of course, in the last words there was a reference to the most famous case of this kind - a typo during the registration of the domain of the most extensive and popular Google search engine today. Initially, Page and Brin's search engine was called BackRab, but at some point they decided that something needed to be changed - in 1997, a brainstorming session was held among students in the dormitory of Stanford University, the purpose of which was to find a name that fit a search engine capable of processing colossal amounts of information. After several inconclusive hours, the idea came to Page himself - the word googol, which meant one with a hundred zeros, but the student who was entrusted with registering the domain name made a typo, as a result of which the google.com domain was born.


In order not to go far, let's remember how Facebook was created - the largest social network in the world at the moment. As you know, the first trick of Mark Zuckerberg was the theft of photographs and data of Harvard students, and posting them on his Facemash website with the ability to vote for a particular photo. But the leadership of the university did not appreciate the resourcefulness of the student and Mark was expelled. After some time, the bright mind of Zuckerberg came up with the idea of ​​another project, much larger and this time completely legal. One day Mark was sorting through old things and accidentally stumbled upon his school photo album "The Photo Address Book". He remembered that no one ever liked this name, because. it was long and it took a long time to pronounce it, so everyone just called the album "Facebook" - so the future social network got a name that today is not known except perhaps in the most backward countries of the world or some native tribes of South America =)


Another social resource that is popular with us - VKontakte - got its name due to the fact that Pavel Durov, who created it, listened to the Ekho Moskvy radio station, where the phrase "In full contact with information" was often repeated on the air. Without hesitation, Pavel removed unnecessary words and registered a domain name, which has recently been shortened to just two letters VK. Well, I didn’t bother with the logo at all - I used the example of Facebook =)


The name of the Russian search resource Yandex is actually an abbreviation, and it is different in Russian and English - "Language iINDEX" in Russian and "Yet Another iNDEX" in English. About who came up with such an idea, nothing is known for sure, but according to the official version, it was one of the developers of the search engine


Domain name for foreign search engine Yahoo! invented, without knowing it, the Irish writer Jonathan Swift, who called this word the annoying tribe of natives in Gulliver's Adventures. In addition, it is also a joyful exclamation common in America, so the founders of Yahoo! Jerry Yang and David Filo chose just such a name for the domain of the future search resource - in their understanding, "Yahoo!" means the user's joy that he found the necessary information

The creator of the Hotmail trademark, which is now part of Microsoft, is Sabir Bhatia, who at one time went through a bunch of names ending in "mail" and, in the end, settled on the name Hotmail - due to the fact that it also encrypted HTML abbreviation. The very idea of ​​​​creating mailboxes that can be accessed from any corner of the planet that has the Internet belongs to Jack Smith. Today, Hotmail is on the brink of shutting down due to the rise of the more user-friendly Outlook.com. In 2013, Hotmail will cease to exist forever, and its users will be automatically transferred to the new mail service.


In order not to go far from the Internet and IT technologies, let's remember one of the leading manufacturers of prestigious new consumer electronics - Apple, whose brand in May 2011 was recognized as the most expensive brand in the world. The history of the name is quite comical - one fine day, after three months of unsuccessful attempts to come up with a name for the company, Steve Jobs threatened his partners that if they did not offer him a normal option before 5 pm, he would name the company after his favorite fruit - an apple ! Didn't offer...


The name of another major electronics manufacturer was decided by a coin - William Hewlett and David Packard tossed it when they decided whose name would appear first in the name of their joint venture, whose first office was Hewlett's garage. It is logical to assume that since the company is called Hewlett / Packard, then the coin turned out to be lucky for the owner of the garage =)


The Japanese company Sony also went through a long search - the creators of "Tokyo tsushin koge kabushiki kaisa" ("Tokyo Telecommunications Engineering Company") Akio Morita and Masaru Ibuki wanted to find a shorter and more concise name, but could not come up with anything. And then the Latin language came to their aid, and specifically, the word sonus, which translates as "sound". It was the 50s in the yard and in Japan the American word sonny, consonant with it, was widespread, but written in Japanese hieroglyphs it meant "unprofitable". The problem was solved with the simplicity inherent in the Japanese - they deleted the extra N from the name and registered the SONY brand


Another giant Japanese company specializing in the production of digital equipment for home and office - Canon - originally, when created in the 30s of the last century, bore the intricate name Precision Optical Instruments Laboratory in Japan. But with the creation of the first camera, named for some reason in honor of the Buddhist goddess of mercy Kwanon, the brothers Goro and Saburo Yoshida decided to rename the company and at the same time take several consonant names, including Canon, just in case. Such far-sightedness helped them avoid problems in the future with religious structures that did not like that the name of the great goddess was "some incomprehensible contraption" - as a result, the Yoshida brothers settled on the name Canon, because. it turned out that, in addition to cuteness, it is also translated from English as "canon", and in French it means "cannon" - since that time more and more "photoguns" have been produced =)


The name of the South Korean industrial concern Samsung in translation means "Three Stars". The reason for this name of the company is not known for certain, but many associate it with the three sons of its founder.


The name of the American company Kodak was born thanks to the love of its founder, George Eastman, for the letter "K" - he was looking for short words that would begin and end with this letter. He was also attracted to it by the fact that in all the world's most popular alphabets, the letter "K" is written the same way. As a result, the word “Kodak” was born in Eastman’s head - this is the sound, in his opinion, that the camera invented by him in 1888 made with a film for 100 frames


Copier creator Chester Carlson wanted to emphasize the fact that before his invention - a copier based on dry ink powder - there were only wet copying technologies. Therefore, Chester sat down at the dictionaries and found the word "xer" in Greek, literally translated as "dry", and based on it he came up with a name for his device - "xerox"

In order not to go far, let's remember that in another American state a company was born, whose products we consumed by the liter in the 90s - we are talking about Pepsi-Cola, which the pharmacist Caleb Bradham invented at the end of the century before last. There are several versions of where this name came from. According to a more common one, Caleb named the drink after pepsin, a digestive enzyme that helps our stomach break down protein. According to another version, Bradham simply took the name of the company of one of his local competitors - Pep Cola - and "edited" it a little. The last opinion that you can pay attention to is based on the assumption that people liked that the black drink gave them vigor and strength (from English pep - energy, vivacity) - hence the name


Already in this, the 21st century, Pepsi-Cola was thoroughly replaced by another no less black and no less harmful drink - Coca-Cola. The pharmacist John Stith Pemberton didn’t think about the name for a very long time - he named the main ingredients of his recipe, created on May 8, 1886, three parts of coca leaves (which are so popular in Colombia ...) for one part of tropical cola tree nuts. You can learn about other ingredients in the article What is in everyone's favorite Coca-Cola. According to another version, the name for the drink was invented by a local farmer who sold it to a pharmacist for $250. The Coca-Cola logo was written in calligraphic letters by Pemberton's accountant Frank Robinson - a gifted accountant, judging by the fact that the logo has not changed since then)

An interesting story is also connected with the name of the German industrial concerns Adidas and Puma. Once upon a time, in the 20s of the XX century, two brothers, Adolf and Rudolf Dassler, founded a common company for sewing shoes. They called it unpretentiously - Dassler (full name - "Dassler Brothers Shoe Factory"). In 1948, after the death of their father, the brothers quarreled heavily and decided to continue to go their separate ways. As a result, they agreed that no one would use the name Dassler again. Adolf named his newly formed company Addas, which was later replaced by the more euphoric Adidas (from Adolf's shortened name, Adi Dassler), and brother Rudolf founded the Ruda factory, later renamed Puma. On this, the joint story of the Dassler brothers finally ended.



The Tokyo engineering company Mitsubishi was founded in the early 1870s, the logo was a trefoil - the emblem of the family of the founder of the company, Yataro Iwasaki. As a result, the name "Three Diamonds" was coined from the coat of arms ("mitsu" - "three", "hishi" - "diamond", according to another version of the translation - "water chestnut"). Why doesn't it sound like Mitsuhisi then? The answer lies in the phenomenon of Japanese morphonology, or Randaku, as a result of which the often deaf initial consonants of the root become voiced when reading if there is a prefix or another root before the root of the word. That's why the "h" in the middle of Mitsuhishi is pronounced like "b"


The history of the name of the South Korean financial and industrial group Daewoo is not as interesting as the translation of the name itself, which few people know about, is unusual. The founder of the company, Kim Woo Chong, called it simply and modestly - "Big Universe". Indeed, much more modest)


No less interesting is the name of the German auto giant Audi. The word itself is borrowed from the Latin language and translates as "Listen!", But the main interesting feature is that Audi is the Latin version of the name of the founder of the company, August Horch. The fact is that they didn’t really think about the name for the first car produced at the newly formed plant - they simply called it Horch, but when they began to come up with a name for the next model, the son of one of his partners came to the aid of Augustus, who proposed the Latin version of the leader’s surname . Since then, the history of one of the most successful automotive companies in the world begins, which today is part of the Volkswagen Group.


As you can see, some companies were named on a whim, others needed weeks and months to find a suitable name, but all of them, nevertheless, became successful in their economic niches - mainly due to the right choice of name, interesting idea and well-coordinated work of their teams.