Google Case Study Question Answers

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Why was Google rebranded as Alphabet?

There's no denying that Google revolutionized the way people access information around the

world. From its search query and Gmail to Cloud Storage, a document storage service, the firm

boasts a slew of apps and technologies that many people use on a frequent basis. Google's parent

firm, Alphabet, is now well-known in the market. However, numerous people are unaware of

how the company brought about this shift. Continue reading and this is why the company's

business opted to change its name from Google towards Alphabet. By introducing a new parent

corporation that would integrate its increasing businesses and market segments, Google's

executives gave Wall Street formal notice of its aspirations to become Alphabet, a technological

giant. Apart from the Internet search engine search business, Alphabet is comprised of a number

of firms (or "Other Bets"). They work in a variety of fields, including robots, biological sciences,

medical, and generally pro. Former CEO Larry Page made the announcement in a blog post,

saying the new body will help the corporation take an extended view as well as improve the

"visibility and transparency" of its actions. He described the new organization as an "alphabet

(these provide beyond benchmark) that we aspire for!". When it first went public, Google was

hailed as Wall Street's darling. During its first trade, its market value climbed by $27.2 billion,

making it larger than Ford (F) and General Electric (GM). That figure was based upon that

economy's appraisal of the industry's search operation, and it panned out to have been fairly

accurate as Google's search expertise propelled the company forward over time. The move was

designed to calm market anxieties by streamlining operations and allowing investors to see how

Alphabet's new projects and acquisitions were performing. It helped Alphabet demonstrate to

investors that it can generate profits while exploring new industries and revenue streams. The

concentration of authority between the original developers and the shareholders, on the other

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hand, was less clear. Page as well as Sergey Brin were to control the majority of the electorate

rights but not the majority of the equity in the new company. This was maintained to protect the

company from straying from its vision as a result of shareholder pressure to succeed

economically. However, many more of Alphabet's initiatives at inventiveness have failed

miserably. The media industry Wall Street has closely followed the company's efforts to

reposition itself as a technology and Internet of Things (IoT) player.

The separation of Alphabet's primary business, searching, from its other businesses gives the

corporation a "safe area" to test new ideas. Each firm under the Alphabet umbrella is led by a

CEO who answers towards the Alphabet CEO, allowing each leader to choose the correct course

of treatment without having to worry about just the impact on the google AdWords cash cow.

This also avoids poor public perception (PR) by having a direct relationship with the search

engine industry, which generates revenue by predicting user preferences. Google's purchase of

something like the home private security firm Nest, for example, sparked privacy worries.

Larry Page as well as Sergey have always had a wider perspective of technology's position in the

world, according to with architect of Google's ten commandments. According to the New York

Times, "Larry's aim was always to be something like General Electric (GE), whereas Google was

merely his first clear evidence." The reorganization was Page as well as Brin's attempt to

consolidate procedures and evolve Google from either a yet another pony to a conglomeration by

focusing their energies on other initiatives.

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Assess the prospects for driverless cars. Once the technology is perfected, which obstacles

will Waymo have to overcome before autonomous mobility becomes widely adopted?

Despite the significant investments made by automakers as well as technology companies to

create automated driving, Waymo still faces five major difficulties well before the technology is

widely adopted. The following are the five major challenges:

1. Maps that perhaps the cars will utilize while driving must be developed. Self-driving

automobiles may prove difficult to navigate without a map.

2. Technology would have to be able to handle all of the complicated social interactions that are

required in driving. Drivers must interact with certain other drivers, passengers, and perhaps

other people in everyday scenarios, something robots cannot do.

3. Inclement weather, which will make the task more unpleasant and difficult. Car detectors now

stop working in snow, rain, and fog, posing a difficulty for personality vehicles.

4. Cybersecurity to prevent automobiles from being hacked, which could lead to severe issues

such as theft as well as accidents.

5. Creating rules to ensure the safety of automobiles and the procedure. There must be a

certification that shows how safe personality automobiles are for their consumers.

Regardless of the competitors, Alphabet believes it would be "the fastest with the most," as

developing a method Peter Drucker puts it. The company committed more than $1 billion in the

development cycle, and its self-driving cars have now recorded more than 3.5 million real-world

driving miles. Waymo, a standalone commercial company of Alphabet, has already been

undertaking significant testing at a research site in California and also in a Phoenix suburb.

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Waymo's test cars include a number of customized Chrysler minivans featuring lasers mounted

on the roof. But even though the technology was initially estimated to cost around $75,000 per

vehicle, developers involved in construction believe the cost will soon drop. The laser data is

utilized to construct a picture of the environment around a vehicle.

Self-driving automobiles have the potential to solve a variety of issues that currently plague the

automotive industry. Congestion and pollution from automobiles plague many cities. Safety is

however a concern:

Each year, upwards of 1 million people die in car crashes, with human error accounting for 94

percent of all deaths in the United States alone. Self-driving cars and transportation systems have

the potential to provide everyone with safe, dependable transportation. Naturally, convincing

individuals to relinquish control while traveling in some kind of a self-driving vehicle would take

time. While Waymo perfects its technologies, Alphabet's Google business competes in the car

market on a smaller scale alongside Apple. Despite concerns that any such advancements could

result in distracted drivers, Google claims that the technology can make transportation safer.

Android Auto allows Samsung users to operate the dashboard's center screen, while Apple's

CarPlay is always with iOS users. Hundreds of automakers have inked partnerships with every

company, and the capability is already available in new vehicles. Both Android Auto as well as

CarPlay are supported by a large number of modern automobile models.

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One goal for Alphabet’s X division is to create a new moneymaking business that rivals

Google in size and profitability but does not involve search functions. What do you think

that will be?

Google has been making improvements to ensure growth and profitability for a few years now.

Alphabet seems to be a multibillion-dollar organization that invests in a wide range of

businesses. Alphabet's main firm, Google equity or capital G, is one of its important investments

which might drive future performance. Capital G has made significant investments in a number

of notable technological companies.

Some of the companies in the capital G investment portfolio have recently been publicly traded.

Companies, including Airbnb and crowd strike, are still considering going public. Compared to

other businesses, the institution has engaged in a greater number of investment activities.

Because Google is unable to acquire other organizations due to antitrust rules, it has been

compelled to begin investing in these organizations. This method allows Google to stay abreast

of new technological developments. Capital G, in my perspective, will indeed be Google's

following profitable endeavor.

This would be done because then Google, as well as Alphabet X's functions, are separated and

the pressure on a single business is reduced, allowing the firms to focus on more than just their

primary functions. Because Google seems to have the leading market share for search engines,

Alphabet X does not even have a search capability. As a result, this would be done to ensure that

Google's search engine maintains its market share.

Notwithstanding the rivalry, Alphabet believes it will also be "the fastest with the most," as

management guru Peter Drucker put it.

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The companies are investing more than $1 billion in the project development, and its self-driving

cars have recorded more than 3.5 million real-world driving miles thus far. Waymo is a separate

commercial company of Alphabet that has been undertaking significant testing at a research

institute in California and also in a Phoenix suburb.

Many more of Waymo's test cars are customized Chrysler station wagons with lasers mounted on

the roof. But even though the technique was originally estimated to cost around $75,000 per

vehicle, developers working on the project anticipate that cost to drop rapidly. The data from

either the lasers are utilized to generate a representation of the environment of a vehicle.

While Waymo perfects its technology, Alphabet's Google business competes in the car market on

a smaller scale alongside Apple. Both organizations are launching infrastructure for integrating

their smartphone applications to in-dash systems that deliver infotainment, mapping, and other

applications in automobiles. Many automobiles already come equipped with music streaming,

advanced speech recognition, and other features.

Despite complaints that such advancements could result in distracted drivers, Google claims that

perhaps the technology can make transportation safer. Android Auto allows Smartphone users to

operate the dashboard's center screen, while Apple's CarPlay is always with iOS users. Hundreds

of manufacturers have inked agreements among each company, and the capability is already

available in new vehicles.

Because of its dominance in searching and perhaps other online arenas, Google is able to collect

enormous amounts of information that aid in the delivery of tailored advertisements. In reality,

advertising income from Alphabet's Google segment accounts for more than 90% of the

company's total revenue of $110 billion in 2017.

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As growth throughout the core marketing industry slows, Alphabet management is looking for

ways to diversify the company's value. Some highly promising devices, such as Google Glass,

have had their plans trimmed back. Furthermore, Google's capacity to connect its many Websites

and blogs to the search engine is impressive.

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References

Leslie Hook and Richard Waters, “Waymo Puts Driverless Car Project in Fast Lane,” Financial

Times (November 10, 2017), p. 17.

Tim Bradshaw, “Amazon Bones up on History with ‘Smart Glasses,’” Financial Times

(September 27, 2017), p. 17.

Richard Waters, “Alphabet Revolution Is Not as Simple as ABC,” Financial Times (August 8,

2016), p. 17.

Connor Dougherty, “They Promised Us Jet Packs,” The New York Times (July 24, 2016), pp.

B1, B4.

Jessica Guynn, “Once a Moonshot, Google Fiber Grows into Reality,” USA Today (July 20,

2016), p. 3B.

Hannah Kuchler, “Bridging the Tech Divide,” Financial Times (July 13, 2016), p. 10.

Connor Dougherty, “Hoping Google’s Lab Is a Rainmaker,” The New York Times (February 16,

2015), pp. B1, B4.

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