The move was seen primarily as a way for Google to enhance the Android ecosystem and, according to CEO Larry Page, because Motorola was considered a “market leader in the home devices and video solutions business.”
While some were initially puzzled as to the motivation behind the deal, others saw it as a way for Google to enter the homes of its users and use Nest’s technology in its own devices.
As part of the acquisition, Google welcomed entrepreneur Tony Fadell, an ex-Apple employee who designed its famous iPod music player, and a host of other talented designers and engineers.
Today, however, the video platform is estimated to be worth around $180 billion and contributes around 11% of total company revenue.
In fact, if YouTube was a standalone listed company, it would be worth more than Netflix, Twitter, Spotify, and Snapchat combined and be second only to Disney.
Mandiant joined Google’s cloud computing division primarily to enable the company to enhance its security operations suite and advisory services.
This would enable Google to better address customer security concerns and compete with the likes of Azure and AWS.
Looker
Google acquired data analytics startup Looker for $2.6 billion in 2020. Like the Mandiant purchase, Looker became absorbed into the Google Cloud platform where it would be used to support vendors utilizing a multi-cloud strategy.
For Looker CEO Frank Bien, the benefits of Google’s involvement were immediately obvious: “Joining Google Cloudprovides us better reach, strengthens our resources, and brings together some of the best minds in both analytics and cloud infrastructure to build an exciting path forward for our customers and partners.”
Fitbit
Google completed the purchase of wearable fitness tech company Fitbit in January 2021 after first announcing it in November of 2019.
The deal, worth around $2.1 billion, took some time to be finalized by the European Commission over concerns that it may have violated antitrust and data privacy laws.
Google made several concessions to ensure the takeover was successful. Chief among which was a promise not to incorporate any GPS or health data into its targeted advertising.
Breezometer
Google acquired the Israeli start-up Breezometer in September 2022 for an estimated $200-250 million. Breezometer monitors air quality based on data collected from AI and machine learning algorithms that are trained to recognize different pollutants.
Before the acquisition, companies such as AstraZeneca, Dyson, and Bosch delivered air quality recommendations to customers via mobile apps, IoT devices, cars, and various other connected experiences. Breezometer’s tools also predict environmental hazards such as fires and elevated pollen levels.
Some believe Google will incorporate Breezometer data into Google Maps and the Pixel 6 smartphone – two products to which it has recently added air pollution indicators.
Sound Life Sciences
Google acquired the Seattle-based health tech start-up Sound Life Sciences in October 2022. The start-up, which developed an app to monitor breathing and was later spun out of the University of Washington (UW), was purchased for an undisclosed sum.
Sound Life Sciences was founded in 2018 by computer scientist Shyam Gollakota and UW Medicine associate professor Jacob Sunshine. The app monitors breathing via sonar technology that detects movement and has benefits for those who suffer from sleep apnea, asthma, and congestive heart failure.
It is unclear how Google will use the company’s tech, but Alphabet subsidiary Verily Life Sciences uses similar devices for patient care and has a JV in place with digital health company ResMed which also focuses on sleep apnea.
Open Source Robotics Corporation
Open Source Robotics Corporation (OSRC) is a taxable subsidiary of Open Robotics, a non-profit with the mission to support “the development, distribution and adoption of open source software for use in robotics research, education, and product development.”
OSRC was founded in 2016 to increase collaboration within the industry, with fellow subsidiary Open Source Robotics Foundation (OSRF) contracted to provide simulation software for the DARPA Robotics Challenge and also for NASA’s Space Robotics challenge.
Google subsidiary Intrinsic acquired OSRC and its Singapore entity OSRC-SG in December 2022. Intrinsic is a relatively recent graduate of Alphabet’s moonshot factory whose main objective is to democratize access to robots.
Simsim
In July 2021, Google acquired the Indian social commerce start-up Simsim. While the terms of the deal were undisclosed, TechCrunch reported that the deal valued the company at more than $70 million.
Simsim helps small businesses develop an eCommerce presence via the power of video and creators. To that end, the company’s app of the same name serves as a platform where local businesses are connected with influencers and customers.
The deal came at a time when YouTube decision-makers were exploring ways to expand into eCommerce, with a Simsim spokesperson also explaining that “Being a part of the YouTube and Google ecosystem furthers Simsim in its mission.”
With the launch of ChatGPT in November 2022, the AI market has moved at an exponential rate. ChatGPT, developed by OpenAI, which sealed a partnership with Microsoft, put a substantial amount of pressure on Google.
Indeed, Google invested $300 million in Antrhopic, an AI research lab founded by a former OpenAI member who focused on building AI conversational interfaces with built-in safety. Thus, Google is leveraging Anthropic’s technology to launch its own AI conversational tool.
Key takeaways
Google is not acquiring companies at the rate at which it did in 2010 and 2011, but it nevertheless has made over 250 acquisitions to date.
Google’s largest acquisition was Motorola Mobility for $12.5 billion, a company that was on-sold to Lenovo two years later. Google’s purchase of YouTube is likely its most profitable so far.
Other more recent acquisitions include Looker, Fitbit, Mandiant, and Nest Labs.
Key Highlights
Motorola Mobility: Acquired in 2011 for $12.5 billion to enhance the Android ecosystem. Sold to Lenovo in 2014.
Nest Labs: Acquired in 2014 for $3.2 billion, allowing Google to enter users’ homes and use Nest’s technology in its devices.
YouTube: Acquired in 2006 for $1.65 billion, now estimated to be worth around $180 billion, contributing 11% of total company revenue.
Mandiant: Acquired in March 2022 for $5.4 billion, enhancing Google’s security operations and advisory services.
Looker: Acquired in 2020 for $2.6 billion, integrated into the Google Cloud platform to support vendors using a multi-cloud strategy.
Fitbit: Acquired in January 2021 for $2.1 billion, taking time to be finalized due to concerns over antitrust and data privacy laws.
Breezometer: Acquired in September 2022 for an estimated $200-250 million, monitoring air quality through AI and machine learning.
Sound Life Sciences: Acquired in October 2022, which developed an app to monitor breathing, for an undisclosed sum.
Open Source Robotics Corporation: Acquired in December 2022 by Google subsidiary Intrinsic to democratize access to robots.
Simsim: Acquired in July 2021 to help small businesses develop an eCommerce presence, but later shut down in March 2023 due to lackluster growth.
Anthropic:Google invested $300 million in Anthropic, an AI research lab, to develop its own AI conversational tool to compete with ChatGPT from OpenAI and Microsoft.
Google is an attention merchant that – in 2022 – generated over $224 billion (almost 80% of revenues) from ads (Google Search, YouTube Ads, and Network sites), followed by Google Play, Pixel phones, YouTube Premium (a $29 billion segment), and Google Cloud ($26.2 billion).
Of Google’s (Alphabet) over $282 billion revenue for 2022, Google also generated over a billion dollars from a group of startup bets, which Google considers potential moonshots (companies that might open up new industries). Those Google’s bets also generated a loss for the company of over $6 billion in the same year. In short, Google is using the money generated by search and betting it on other innovative industries. Of Google’s (Alphabet) over $282 billion revenue for 2022, Google also generated over a billion dollars from a group of startup bets, which Google considers potential moonshots (companies that might open up new industries). Those Google’s bets also generated a loss for the company of over $6 billion in the same year. In short, Google is using the money generated by search and betting it on other innovative industries.
Google is an attention merchant that – in 2022 – generated $224 billion (almost 80% of its total revenues) from ads (Google Search, YouTube Ads, and Network sites), followed by Google Play, Pixel phones, YouTube Premium (a $29 billion segment), and Google Cloud ($26.3 billion).
The traffic acquisition cost represents the expenses incurred by an internet company, like Google, to gain qualified traffic – on its pages – for monetization. Over the years, Google has been able to reduce its traffic acquisition costs and, in any case, to keep it stable. In 2022 Google spent 21.75% of its total advertising revenues (over $48 billion) to guarantee its traffic on several desktop and mobile devices across the web.
Alphabet generated over $282B from Google search and others, $32.78 billion from the Network members (Adsense and AdMob), $29.2 billion from YouTube Ads, $26.28B from the Cloud, and $29 billion from other sources (Google Play, Hardware devices, and other services).
YouTube was acquired for almost $1.7 billion in 2006 by Google. It makes money through advertising and subscription revenues. YouTube advertising network is part of Google Ads, and it reported more than $29B in revenues by 2022. YouTube also makes money with its paid memberships and premium content.
In 2022, Google generated over $282 billion in revenues, of which over $162 billion from Google Search, over $29 billion from YouTube Ads, and almost $33 billion from Network Members’ properties. In addition, Google generated over $29 billion in other revenue, over $26 billion from Google Cloud, and over a billion dollars from other bets.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
