Bike sharing companies have been increasingly popular in urban areas in recent years, and many have been exploring different pricing models to attract and retain customers. One such model is the freemium model, which offers a free basic service along with premium upgrades for a fee. Whether or not a bike sharing company should adopt the freemium model depends on several factors. First and foremost, the company should consider their target market and the competitive landscape. If there are already several established bike sharing companies in the area, the company may need to differentiate itself by offering a unique pricing model. Additionally, the company must evaluate the potential revenue and cost implications of implementing the freemium model. While offering a free basic service may attract more users initially, the company must ensure that the premium upgrades are valuable enough to encourage users to continue paying for the service. In the case of Google, if they decide to enter the bike sharing market, it would be a natural extension of their existing services and could potentially provide a significant revenue stream. However, Google should conduct thorough market research to evaluate the feasibility of the freemium model in the specific markets they are targeting. They should also carefully consider the operational costs of running a bike sharing service, including maintenance, repairs, and insurance. In conclusion, the decision to adopt a freemium model for a bike sharing company should be based on careful consideration of the market, competition, revenue potential, and operational costs. It is crucial for the company to conduct thorough research and analysis before making a final decision.