{ "interaction_id": "08d22d4e-96f4-4420-be10-10cbc754e7a9", "search_results": [ { "page_name": "Google's acquisitions are in the spotlight 15 years after it went ...", "page_url": "https://www.cnbc.com/2019/08/19/googles-best-and-worst-acquisitions-are-in-the-spotlight-15-years-later.html", "page_snippet": "Since its IPO 15 years ago, Google has become more and more powerful. Today, that power is being highly scrutinized.Fast forward 15 years \u2014 and more than 200 acquisitions later \u2014 Google has become a verb and part of many people's daily lives. But some politicians and regulators are now trying to stem that power by forcing it to unwind some of those acquisitions. Last month, the Department of Justice announced a broad antitrust review of big-cap technology companies. In the months prior, Democratic presidential hopeful Sen. Elizabeth Warren proposed a plan that included divesting Google's acquisitions of Nest, Waze and DoubleClick. In fact, Warren mentions the term \"Google\" 16 times in her proposal. On the 15-year anniversary of Google's IPO, some of the internet giant's most successful acquisitions are being threatened. Antitrust concerns and political candidates are pointing back to Google's early days. Some of Google's worst acquisitions have still been useful to today's business. ... When Google debuted on Wall Street on Aug. 19, 2004, the public market was still scratching its head at what the company could do, let alone what a search engine was.", "page_result": "Google acquisitions in spotlight 15 years after IPO
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Google's acquisitions are in the spotlight 15 years after it went public

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Jennifer Elias@jenn_elias
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Key Points
  • On the 15-year anniversary of Google's IPO, some of the internet giant's most successful acquisitions are being threatened.
  • Antitrust concerns and political candidates are pointing back to Google's early days.
  • Some of Google's worst acquisitions have still been useful to today's business.
\"A
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VIDEO1:4901:49
A look back at some of Google's biggest acquisitions
Squawk Alley

When Google debuted on Wall Street on Aug. 19, 2004, the public market was still scratching its head at what the company could do, let alone what a search engine was.

Fast forward 15 years \u2014 and more than 200 acquisitions later \u2014 Google has become a verb and part of many people's daily lives. But some politicians and regulators are now trying to stem that power by forcing it to unwind some of those acquisitions.

Last month, the Department of Justice announced a broad antitrust review of big-cap technology companies. In the months prior, Democratic presidential hopeful Sen. Elizabeth Warren proposed a plan that included divesting Google's acquisitions of Nest, Waze and DoubleClick. In fact, Warren mentions the term "Google" 16 times in her proposal.

"Google has snapped up the mapping company Waze and the ad company DoubleClick," Warren wrote. "Unwinding these mergers will promote healthy competition in the market \u2014 which will put pressure on big tech companies to be more responsive to user concerns, including about privacy."

Here's a rundown of the biggest and most successful buys Google has made since its IPO.

DoubleClick: The most obvious target for antitrust concerns is DoubleClick, which Google bought in 2007 for $3.1 billion. It provides a lot of the technology behind its core advertising business, which constitutes 80% to 90% of Alphabet's total revenue \u2014 nearly $100 billion a year.

Waze: Google bought Israeli start-up Waze in 2013 for $1.1 billion, which has brought social traffic data that has helped Google Maps predict travel times and routes. Today, it has over 100 million monthly active users. Some argue that by owning both Waze and Google Maps, the company has too much control over mapping data

Nest: Google bought smart home company Nest for $3.2 billion in 2014. Since then, it has turned what was a smart thermostat product into Google's home devices brand, which includes smart thermostats, smart lights and smart speakers. Earlier this year, watchdogs notified the Federal Trade Commission of data privacy concerns.

YouTube: Google paid $1.65 billion for the video-sharing site in 2006. At the time, it had fewer than 100 employees. While it's grown to become Google's second-largest revenue contributor, with estimated revenues of $15 billion a year, it still has too few employees to deal major issues it faces, according to lawmakers. Both sides of the aisle have increasingly vocalized their concern that the video platform has grown too big to properly control the spread of violent content and misinformation.

Android. Another successful buy was Android, which Google picked up in 2005 for $50 million. Open-sourcing Android helped allowed Google's operating system to live on a variety of mobile devices from mobile carriers around the world, accounting for 85% of the smartphone market share, according to research firm IDC. Along the way, many Android resellers also picked up related Google mobile services like search and Gmail \u2014 and the mobile advertising revenue that goes with them.

As for acquisitions that didn't work out so well, analysts have pointed to Slide, a social app developer that Google shut down two years after buying it for $182 million.

The grayer areas include Motorola, which at first seemed like a bust \u2014 Google paid $12.5 billion in 2011 and sold it for $3 billion two years later. But, it did give Google some useful patents to compete against Apple in the smartphone wars.

Follow @CNBCtech on Twitter for the latest tech industry news.

", "page_last_modified": "" }, { "page_name": "Infographic: Google's Biggest Acquisitions", "page_url": "https://www.cbinsights.com/research/google-biggest-acquisitions-infographic/", "page_snippet": "Infographic: As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions.As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions. Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for YouTube, a video platform that at the time had fewer than 100 employees. Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for YouTube, a video platform that at the time had fewer than 100 employees. Since then, Google\u2019s checkbook has opened wide (as we highlighted in our deep dive into Google\u2019s M&A strategy), with some 250 acquisitions announced over the past decade. Since then, Google\u2019s checkbook has opened wide (as we highlighted in our deep dive into Google\u2019s M&A strategy), with some 250 acquisitions announced over the past decade. Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company\u2019s history. Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company\u2019s history. See the list of top 10 below. Please click to enlarge. 1. Motorola Mobility ($12.5B, 2012) remains Google\u2019s largest acquisition to date. In October 2014, Motorola was sold to Lenovo for less than a quarter of its acquisition price (approximately $2.9B).", "page_result": "\n\n\n\n \n \n\n\n \n \n \n\t\n\t\n\tInfographic: Google's Biggest Acquisitions\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\n\n\t\n\n\n\n\n\n\t\t\n\t\t\n\t\n\n\n\n\n\n\n\n\n\n \n\n\n\n\n\t\n\t\n\t\n\n \n \n \n\n \n \n \n\n \n \n \n \n\n \n \n \n\n \n\n\t\n\t\n\t\n\n \n \n \n\n\n\n\n\n\n
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Infographic: Google’s Biggest Acquisitions

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As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions.

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\n\t\t\t\t\n \n\n

Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for\u00a0YouTube, a\u00a0video platform that at the time had fewer than 100 employees.

\n

Since then, Google\u2019s\u00a0checkbook has\u00a0opened wide (as we highlighted in our\u00a0deep dive into Google\u2019s M&A strategy),\u00a0with some 250 acquisitions announced over\u00a0the past decade.

\n

get the 44-page\u00a0google strategy\u00a0report

\n

See how Google is\u00a0transforming into an AI-centric\u00a0company as it\u00a0seeks to win new markets. Download the free report.

\n
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Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company’s history. See the list of top 10 below.

\n

Please click to enlarge.

\n

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Google’s Top Acquisitions

\n

1. Motorola Mobility\u00a0($12.5B, 2012) remains Google\u2019s largest acquisition to date. In October 2014, Motorola\u00a0was sold to Lenovo for less than a quarter of its acquisition price (approximately $2.9B).

\n

2.\u00a0Nest Labs\u00a0($3.2B, 2014) marked Google\u2019s entry into the home automation space. Acquiring the connected\u00a0thermostats and smoke detectors developer allowed Google to increase its household footprint, while also providing expansion opportunities for its Android ecosystem.

\n

3. DoubleClick\u00a0($3.1B, 2007), an ad serving company, was Google\u2019s largest acquisition at the time,\u00a0and was intended to\u00a0complement Google\u2019s existing ad business. The deal has been instrumental in giving Google a foothold in the lucrative display advertising industry, allowing the company to facilitate programmatic ad-buying through its own ad exchange.

\n

4.\u00a0Looker\u00a0($2.6B, 2019) is a California-based business intelligence platform whose recent acquisition further signals Google’s current focus on growing its cloud offerings. Announced in June 2019, the deal is expected to close by the end of the year.

\n

5.\u00a0Fitbit ($2.1B, 2019), a global leader in consumer health wearables, is the most recent of Google’s top 10 acquisitions. Google acquired the company about 4 years after Fitbit went public on the NYSE.\u00a0In 2018, Fitbit sold 14M devices and had nearly 30M active users worldwide. Google expects the acquisition to strengthen its Wear OS efforts as it attempts to catch up with Apple.

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6. YouTube\u00a0($1.7B, 2006), a leading video-sharing platform, was Google\u2019s first $1B+ acquisition. Through this purchase, Google anticipated the shift from traditional media\u00a0like TV to online viewing, while also increasing its traffic and growing its ad business.

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7. Waze\u00a0($1.15B, 2013), an Israel-based mapping service startup, brought social traffic data that helped Google improve Google Maps functions such as accurately predicting travel time and suggesting navigation routes.

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8.\u00a0HTC \u2013 Pixel Smartphone Division\u00a0($1.1B, 2017) is a Taiwan-based consumer electronics manufacturer. While the acquisition did not include any production facilities, it left Google with a significant part of HTC\u2019s smartphone team (underlining\u00a0the Android maker\u2019s\u00a0focus on competing with\u00a0iPhone maker Apple) and helped Google establish a manufacturing presence in Taiwan.

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9. AdMob\u00a0($750M, 2009), a mobile advertising company founded in 2006, was purchased by Google in anticipation of the massive proliferation of mobile ads.

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10.\u00a0ITA Software\u00a0($700M, 2011), a US-based airline IT and services provider, was acquired by Google\u00a0to expand the tech giant\u2019s\u00a0search capabilities and to power Google Flight Search.

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KEY TAKEAWAYS

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  • Google has spent nearly $29B on its top 10 acquisitions.
    • \n
  • Google\u2019s $12.5B acquisition of\u00a0Motorola Mobility\u00a0in 2012 was by far its largest deal.
    • \n
  • 8 of the top deals pictured had\u00a0valuations greater than $1B,\u00a0including marketing solutions provider\u00a0DoubleClick\u00a0($3.1B, 2007) and\u00a0navigation app\u00a0Waze\u00a0($1.15B, 2013).
    • \n
  • YouTube ($1.7B, 2006) was Google\u2019s first $1B+ acquisition and remains its sixth largest deal.
    • \n
  • These top deals reflect Google\u2019s strategy evolution, from adtech (AdMob, DoubleClick) in the late 2000s to mobile (Motorola Mobility, Apigee) and wearables (Fitbit) in the 2010s.
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\n\n\t\t\t\tIf you aren\u2019t already a client, sign up for a free trial to learn more about our platform.\n
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    Google acquisition history\r\n

    Google is the world\u2019s largest search engine, but did you know it owns 232 other companies besides its original internet subsidiary? Let\u2019s take a look at Google\u2019s biggest acquisitions so far.

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    By :  ,  Former Senior Financial Writer
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    By :  ,  Former Senior Financial Writer
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    How did Google become one of the largest companies in the world?

    \n

    Google held its IPO on August 19 2004 but at the time, the company was a relative unknown. The internet – let alone the concept of a search engine – was still in its relative infancy. At the time of its IPO, Google shares were worth $85 a piece.

    \n

    Now, 17 years and 232 acquisitions later, Google is not only the world’s largest search engine but it’s synonymous with search engine itself. Nobody looks something up on the internet, they Google it. But the company is also far more than its internet empire. These acquisitions have taken Google into industries such as advertising, hardware and many more. To account for its growing areas of interest, in 2015, Google changed its name to Alphabet.

    \n

    Under the new parent company, Google became a subsidiary, usually referred to as the search-and-services segment of earnings. This ‘core bets’ part of the business is comprised of Google, Android, YouTube and Google Cloud. The rest of Alphabet’s business is called ‘other bets’ and spans industries such as Fiber broadband (Access), artificial intelligence (DeepMind), startup investments (Google Ventures), smart homes (Nest) and ‘moon shot’ projects under the Google X wing, such as self-driving cars (Waymo), delivery drones (Wing) and robots (Boston Dynamics).

    \n

    Despite a rough 2020 with Covid-19 impacting businesses across the world, shares of GOOG trade for roughly $2,841 each as of August 28 2021. Had you invested £1000 in Google’s IPO – buying 11 shares – your investment would now be worth over $62,000 thanks to a 2-4-1 stock split in 2014.

    \n

    What companies does Google own?

    \n

    Google owns approximately 232 companies for a total cost of about $20.89 billion. A lot of the businesses Google has acquired were all for their tech. What Google can’t do internally, it buys and incorporates into its own operations. The companies Google has acquired span industries such as social platforms, advertising and cybersecurity.

    \n

    Google's biggest acquisitions

    \n

    Google’s biggest acquisition to date is Motorola Mobility, which it bought for $12.5 billion but was later sold to Lenovo for just a quarter of the price ($2.9 billion). Of Google’s current holdings, the largest acquisition deal was Nest for $3.2 billion.

    \n

    Here are Google’s ten biggest acquisitions.

    \n
      \n
    1. Motorola Mobility, 2012, Telecommunications, £12.5 billion
      2. \n
    2. Nest, 2014, Home automation, $3.2 billion
      3. \n
    3. DoubleClick, 2007, Online advertising, $3.1 billion
      4. \n
    4. Looker, 2019, Data analytics, $2.6 billion
      5. \n
    5. Fitbit, 2007, Consumer electronics, $2.1 billion
      6. \n
    6. YouTube, 2005, Online video platform, $1.65 billion
      7. \n
    7. Waze, 2007, GPS navigation software, $1.3 billion
      8. \n
    8. HTC, 2017, Telecommunications, $1.1 billion
      9. \n
    9. AdMob, 2006, Mobile advertising, $750 million
      10. \n
    10. ITA Software, 2011, Software and travel, $700 million
      11. \n
    \n

    Google’s acquisition history

    \n

    \n

    Google’s acquisition history has seen it buy a lot of big names and build on an already impressive empire. And it doesn’t look like there’s any sign of its M&As slowing down either. However, a lot of Google’s most recent acquisitions remain fairly private – so far in 2021, Google has acquired Pring and Dysonics but both deal amounts remain undisclosed.

    \n

    \"Google

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            \r\n\r\n\r\n \r\n\r\n\r\n\r\n\r\n \r\n\r\n\r\n \r\n \r\n\r\n\r\n", "page_last_modified": "" }, { "page_name": "Infographic: Google's Biggest Acquisitions", "page_url": "https://www.cbinsights.com/research/google-biggest-acquisitions-infographic/", "page_snippet": "Infographic: As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions.As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions. Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for YouTube, a video platform that at the time had fewer than 100 employees. Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for YouTube, a video platform that at the time had fewer than 100 employees. Since then, Google\u2019s checkbook has opened wide (as we highlighted in our deep dive into Google\u2019s M&A strategy), with some 250 acquisitions announced over the past decade. Since then, Google\u2019s checkbook has opened wide (as we highlighted in our deep dive into Google\u2019s M&A strategy), with some 250 acquisitions announced over the past decade. Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company\u2019s history. Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company\u2019s history. See the list of top 10 below. Please click to enlarge. 1. Motorola Mobility ($12.5B, 2012) remains Google\u2019s largest acquisition to date. In October 2014, Motorola was sold to Lenovo for less than a quarter of its acquisition price (approximately $2.9B).", "page_result": "\n\n\n\n \n \n\n\n \n \n \n\t\n\t\n\tInfographic: Google's Biggest Acquisitions\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\n\n\t\n\n\n\n\n\n\t\t\n\t\t\n\t\n\n\n\n\n\n\n\n\n\n \n\n\n\n\n\t\n\t\n\t\n\n \n \n \n\n \n \n \n\n \n \n \n \n\n \n \n \n\n \n\n\t\n\t\n\t\n\n \n \n \n\n\n\n\n\n\n
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            Infographic: Google’s Biggest Acquisitions

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            • \n\t\t\tNovember 1, 2019
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            • \n\t\t\tNovember 1, 2019
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            As Google announces its pending $2.1B purchase of wearables manufacturer Fitbit, we visualize the tech giant's top acquisitions.

            \n
            \n\t\t\t\t\n \n\n

            Over 12 years ago, tech giant Google announced its largest acquisition since it incorporated in a Menlo Park garage, paying $1.7B for\u00a0YouTube, a\u00a0video platform that at the time had fewer than 100 employees.

            \n

            Since then, Google\u2019s\u00a0checkbook has\u00a0opened wide (as we highlighted in our\u00a0deep dive into Google\u2019s M&A strategy),\u00a0with some 250 acquisitions announced over\u00a0the past decade.

            \n

            get the 44-page\u00a0google strategy\u00a0report

            \n

            See how Google is\u00a0transforming into an AI-centric\u00a0company as it\u00a0seeks to win new markets. Download the free report.

            \n
            \n

            Using CB Insights M&A data, we made a visual timeline of the largest acquisitions in the company’s history. See the list of top 10 below.

            \n

            Please click to enlarge.

            \n

            \"\"

            \n
            \n

            Google’s Top Acquisitions

            \n

            1. Motorola Mobility\u00a0($12.5B, 2012) remains Google\u2019s largest acquisition to date. In October 2014, Motorola\u00a0was sold to Lenovo for less than a quarter of its acquisition price (approximately $2.9B).

            \n

            2.\u00a0Nest Labs\u00a0($3.2B, 2014) marked Google\u2019s entry into the home automation space. Acquiring the connected\u00a0thermostats and smoke detectors developer allowed Google to increase its household footprint, while also providing expansion opportunities for its Android ecosystem.

            \n

            3. DoubleClick\u00a0($3.1B, 2007), an ad serving company, was Google\u2019s largest acquisition at the time,\u00a0and was intended to\u00a0complement Google\u2019s existing ad business. The deal has been instrumental in giving Google a foothold in the lucrative display advertising industry, allowing the company to facilitate programmatic ad-buying through its own ad exchange.

            \n

            4.\u00a0Looker\u00a0($2.6B, 2019) is a California-based business intelligence platform whose recent acquisition further signals Google’s current focus on growing its cloud offerings. Announced in June 2019, the deal is expected to close by the end of the year.

            \n

            5.\u00a0Fitbit ($2.1B, 2019), a global leader in consumer health wearables, is the most recent of Google’s top 10 acquisitions. Google acquired the company about 4 years after Fitbit went public on the NYSE.\u00a0In 2018, Fitbit sold 14M devices and had nearly 30M active users worldwide. Google expects the acquisition to strengthen its Wear OS efforts as it attempts to catch up with Apple.

            \n

            6. YouTube\u00a0($1.7B, 2006), a leading video-sharing platform, was Google\u2019s first $1B+ acquisition. Through this purchase, Google anticipated the shift from traditional media\u00a0like TV to online viewing, while also increasing its traffic and growing its ad business.

            \n

            7. Waze\u00a0($1.15B, 2013), an Israel-based mapping service startup, brought social traffic data that helped Google improve Google Maps functions such as accurately predicting travel time and suggesting navigation routes.

            \n

            8.\u00a0HTC \u2013 Pixel Smartphone Division\u00a0($1.1B, 2017) is a Taiwan-based consumer electronics manufacturer. While the acquisition did not include any production facilities, it left Google with a significant part of HTC\u2019s smartphone team (underlining\u00a0the Android maker\u2019s\u00a0focus on competing with\u00a0iPhone maker Apple) and helped Google establish a manufacturing presence in Taiwan.

            \n

            9. AdMob\u00a0($750M, 2009), a mobile advertising company founded in 2006, was purchased by Google in anticipation of the massive proliferation of mobile ads.

            \n

            10.\u00a0ITA Software\u00a0($700M, 2011), a US-based airline IT and services provider, was acquired by Google\u00a0to expand the tech giant\u2019s\u00a0search capabilities and to power Google Flight Search.

            \n
            \n

            KEY TAKEAWAYS

            \n
              \n
            • Google has spent nearly $29B on its top 10 acquisitions.
              • \n
            • Google\u2019s $12.5B acquisition of\u00a0Motorola Mobility\u00a0in 2012 was by far its largest deal.
              • \n
            • 8 of the top deals pictured had\u00a0valuations greater than $1B,\u00a0including marketing solutions provider\u00a0DoubleClick\u00a0($3.1B, 2007) and\u00a0navigation app\u00a0Waze\u00a0($1.15B, 2013).
              • \n
            • YouTube ($1.7B, 2006) was Google\u2019s first $1B+ acquisition and remains its sixth largest deal.
              • \n
            • These top deals reflect Google\u2019s strategy evolution, from adtech (AdMob, DoubleClick) in the late 2000s to mobile (Motorola Mobility, Apigee) and wearables (Fitbit) in the 2010s.
              • \n
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            \n\n\n\n\n\n\n\n\n\n\n\t\t\n\t\t\n\n\n\n\n\n\n\t\t\n\n\n\n\t\t\t\t\n\t\t\t\t\n\t\t\n\n", "page_last_modified": "" }, { "page_name": "If you can't build it, buy it: Google's biggest acquisitions mapped ...", "page_url": "https://www.wired.co.uk/article/google-acquisitions-data-visualisation-infoporn-waze-youtube-android", "page_snippet": "Google doesn\u2019t always get it right. The $12.5 billion paid for mobile phone manufacturer Motorola Mobility in 2011 \u2013 its largest ever acquisition \u2013 turned out to be a financial damp squib. Three years later, Google sold the company to Lenovo at a nearly $10 billion discount.Google has spent tens of billions of dollars on buying in new ideas, products and people. WIRED takes a look at whether the company's splurges have paid off Three years later, Google sold the company to Lenovo at a nearly $10 billion discount. It\u2019s also backtracked on a late 2013 splurge on robotics companies, selling off Boston Dynamics and Schaft to the Japanese firm SoftBank in June 2017. But acquisitions aren\u2019t always about products. For the past two decades, Google and its parent company Alphabet have spent tens of billions of dollars on purchasing new products and ideas \u2013 as mapped in the Google acquisition tracker above (click here for a larger version). But the company has its sights set on bigger things. The firm\u2019s smartest acquisitions have been in areas where it had no special expertise, but were still close fits with the companys core search business, says Chandratillake. Android, which Google acquired for just $50 million in 2005 is a perfect example. \u201cMobile phone operating system development wasn't a natural strong point, but search provides the content and application background both on and off the phone,\u201d says Chandratillake.", "page_result": "If you can't build it, buy it: Google's biggest acquisitions mapped | WIRED UK
            Skip to main content
            \"WIRED\"
            If you can't build it, buy it: Google's biggest acquisitions mapped
            Search
            Search

            Matt Reynolds

            Business

            If you can't build it, buy it: Google's biggest acquisitions mapped

            Google has spent tens of billions of dollars on buying in new ideas, products and people. WIRED takes a look at whether the company's splurges have paid off
              \"If

              For the past two decades, Google and its parent company Alphabet have spent tens of billions of dollars on purchasing new products and ideas \u2013 as mapped in the Google acquisition tracker above (click here for a larger version). But the company has its sights set on bigger things.

              Advertising is still Alphabet\u2019s biggest earner by a huge margin \u2013 86 per cent of the company\u2019s total revenue in the last financial quarter came from advertising alone. But it\u2019s clear Alphabet is looking to move well beyond advertising. \u201cIts acquisitions suggest Alphabet will continue to push into entirely new areas, from genomics and healthcare to autonomous transport,\u201d says Suranga Chandratillake, general partner at Balderton Capital, a London-based venture capital firm.

              The firm\u2019s smartest acquisitions have been in areas where it had no special expertise, but were still close fits with the company\u2019s core search business, says Chandratillake. Android, which Google acquired for just $50 million in 2005 is a perfect example. \u201cMobile phone operating system development wasn't a natural strong point, but search provides the content and application background both on and off the phone,\u201d says Chandratillake. Now over 70 per cent of the world\u2019s smartphones run Android.

              Google doesn\u2019t always get it right. The $12.5 billion paid for mobile phone manufacturer Motorola Mobility in 2011 \u2013 its largest ever acquisition \u2013 turned out to be a financial damp squib. Three years later, Google sold the company to Lenovo at a nearly $10 billion discount. It\u2019s also backtracked on a late 2013 splurge on robotics companies, selling off Boston Dynamics and Schaft to the Japanese firm SoftBank in June 2017.

              But acquisitions aren\u2019t always about products. They\u2019re also an opportunity for companies to bring in talented new minds. \u201cTech giants like Alphabet have created the wave of so-called 'acquihires' when small, often failing companies are acquired purely as a method for getting access to the highly-desired employees they have on their books,\u201d says Chandatallike. In Silicon Valley, it seems, if you can\u2019t beat them you may as well join them \u2013 but only if they\u2019re paying.

              Google\u2019s biggest acquisitions

              Motorola Mobility

              Year: 2011\nCost: $12.5 billion

              Google\u2019s buyout of Motorola\u2019s mobile-producing arm and subsequent sale for close to a $10 billion discount was a bad deal on paper, but from a strategic point of view, it was a masterpiece. Google was really buying Motorola\u2019s stock of over 20,000 mobile patents, which it used to get one over on rival Samsung.

              Google had long been annoyed by Samsung\u2019s habit of loading its smartphones with its own spin on the Android operating system, complete with annoying skins and bloatware. From Google\u2019s point of view, this trampled all over the Samsung brand, since many users hated its take on the operating system, or didn\u2019t realise that Google had anything to do with it all.

              By buying Motorola, and all of its mobile-making capabilities, Google was demonstrating that it could step-up its smartphone manufacturing and crush Samsung in the process. To prove the point, it increased production of its Nexus flagship phone and released a handful of well-received Motorola handsets which ran almost completely plain versions of Android.

              The threat worked. In January 2014, Google and Samsung signed a new global patent deal in which Samsung promised to tone down its Android skins and focus on core Android apps. Two days later, Google sold Motorola Mobility to Lenovo. Job done.

              Nest Labs

              Year: 2014\nCost: $3.2 billion

              Google\u2019s willingness to take an early punt on wearables with the Google Glass shows the company isn\u2019t afraid to go out on a limb to nab the next big hardware opportunity. Its acquisition of Nest Labs, a producer of smart thermometers, security cameras and the like, is a case in point.

              The smart home market isn\u2019t huge at the moment, but Google has planted its flag in the ground just in case things really do ramp up in the future. Nest\u2019s most recent releases also all sync up with Google Home, the firm\u2019s smart assistant.

              DoubleClick

              Year: 2008\nCost: $3.1 billion

              Google\u2019s natural strength in advertising has always been search, but its acquisition of DoubleClick, which specialised in display advertising, gave it a considerable foothold in another huge chunk of the advertising world. This was a particularly handy buy given that Google had bought YouTube two years previously, and was looking for ways to generate more revenue from the platform.

              YouTube

              Year: 2006\nCost: $1.65 billion

              When Google nabbed YouTube back in 2006 it had only been around for a year or so, but its videos were already being viewed by as any as 100 million people a day. Google had made a half-hearted attempt to get into the space with its snappily-named Google Videos, but YouTube \u2013 already one of the world\u2019s fastest growing sites \u2013 had cornered the rapidly-growing market. Google doesn\u2019t break-out revenue figures for YouTube individually, and it\u2019s probably not a huge earner for the company, but by buying a site that went on to capture so much of our attention on a daily basis, Google managed to land an early blow against the likes of Facebook.

              Waze

              Year: 2013\nCost: $996 million

              Waze is a smartphone navigation app with some extra features, including real-time traffic updates from actual humans and Spotify integration. Unlike Google Maps, Waze is solely for driving, so there\u2019s not too much direct competition between the two apps just yet.

              The acquisition also gave Google access to Waze\u2019s 50 million users, who can now be served adverts for local businesses through Google\u2019s advertising network. Whether Google keeps the two apps separate for the long term, or combines them into a driving-only version of Google Maps remains to be seen, but it certainly extends Google\u2019s lead in the mobile mapping world for the time being.

              Matt Reynolds is a senior writer at WIRED, where he covers climate, food, and biodiversity. Before that, he was a technology journalist at New Scientist magazine. His first book, The Future of Food: How to Feed the Planet Without Destroying It, was published in 2021. Reynolds is a graduate of... Read more
              Senior writer
              TopicsGoogleBusinessMagazineDecember 2017 Issue
              ", "page_last_modified": "" } ] }