Google Mergers & Acquisitions: Motorola, DoubleClick, Waze & Much Much More

Google is an American multinational technology company specializing in Internet-related services and products. These include online advertising technologies, search, cloud computing, software, and hardware.

Google was founded in 1996 by Larry Page and Sergey Brin then Ph.D. students at Stanford University, in California. Together, they own about 14 percent of its shares and control 56 percent of the stockholder voting power through supervoting stock. They incorporated Google as a privately held company on September 4, 1998. An initial public offering (IPO) took place on August 19, 2004, and Google moved to its new headquarters in Mountain View, California, nicknamed the Googleplex.

In August 2015, Google announced plans to reorganize its various interests as a conglomerate called Alphabet Inc. Google, Alphabet’s leading subsidiary, will continue to be the umbrella company for Alphabet’s Internet interests. Upon completion of the restructure, Sundar Pichai became CEO of Google, replacing Larry Page, who became CEO of Alphabet.

Rapid growth since incorporation has triggered a chain of products, acquisitions, and partnerships beyond Google’s core search engine (Google Search). It offers services designed for work and productivity (Google Docs, Sheets and Slides), email (Gmail/Inbox), scheduling and time management (Google Calendar), cloud storage (Google Drive), social networking (Google+), instant messaging and video chat (Google Allo/Duo/Hangouts), language translation (Google Translate), mapping and turn-by-turn navigation (Google Maps), video sharing (YouTube), notetaking (Google Keep), and photo organizing and editing (Google Photos). The company leads the development of the Android mobile operating system, the Google Chrome web browser, and Chrome OS, a lightweight operating system based on the Chrome browser. Google has moved increasingly into hardware; from 2010 to 2015, it partnered with major electronics manufacturers in the production of its Nexus devices, and in October 2016, it launched multiple hardware products (the Google Pixel smartphone, Home, Wifi, and Daydream View). The new hardware chief, Rick Osterloh, stated: “a lot of the innovation that we want to do now ends up requiring controlling the end-to-end user experience”.

Google has also experimented with becoming an Internet network operator. In February 2010, it announced Google Fiber, a fiber-optic infrastructure that was installed in Kansas City; in April 2015, it launched Project Fi, combining Wi-Fi and cellular networks from different providers in an effort to create a seamless and fast wireless Internet experience; and in 2016, the company launched the Google Station initiative to make public “high-quality, secure, easily accessible Wi-Fi” around the world, which had already been deployed in India.

An August 2011 report estimated that Google had almost one million servers in data centers around the world. It processed over one billion search requests per day in 2009, and about 20 petabytes of data each day in 2008.

Alexa, a company that monitors commercial web traffic, lists as the most visited website in the world. Several other Google services also figure in the top 100 most visited websites, including YouTube and Blogger. Google has been the second most valuable brand in the world for 4 consecutive years, and was valued in 2016 at $133 billion.

Google’s mission statement, from the outset, was “to organize the world’s information and make it universally accessible and useful,” and its unofficial slogan was “Don’t be evil”. In October 2015, the motto was replaced in the Alphabet corporate code of conduct by the phrase: “Do the right thing”.

Google’s commitment to such robust idealism has been increasingly called into doubt due to a number of the firm’s actions and behaviours which appear to contradict this.

List of mergers and acquisitions by Google (Alphabet)

Alphabet has acquired over 200 companies, with its largest acquisition being the purchase of Motorola Mobility, a mobile device manufacturing company, for $12.5 billion.

Since its IPO 10 years ago, Google has spent at least $23 billion buying 145 companies, according to FactSet. Of all those deals, financial analysts say three stand out as clear winners.

The first is YouTube, which Google bought in 2006 for $1.65 billion. The price tag seemed high at the time, but YouTube has grown by leaps and bounds. The digital marketing firm eMarketer says YouTube raked in $5.6 billion in gross revenue last year alone.

Another success is Android. Andy Rubin sold his company to Google in 2005, and then helped develop the mobile operating system into the global powerhouse it is today. The operating system will run on 80 percent of the smartphones sold this year, according to IDC.

“Google doesn’t make any money on the operating system itself,” said Neil Doshi of CRT Capital. “But, because it’s tied to Google properties and services, they can really monetize well from Google searches and Gmail and all the other Google applications that come along with that.”

A final winner analysts highlight is DoubleClick, which expanded Google’s reach in online advertising into display ads. Google bought DoubleClick for $3.1 billion in 2007.

Three acquisitions that didn’t work out: ITA Software, dMarc Broadcasting and Slide, a social app developer that Google shut down two years after buying the company for $182 million.

Finally, there is the mixed bag of Motorola, which Google bought for more than $12 billion, and then sold for $3 billion two years later. However, Youssef Squali of Cantor Fitzgerald says Google did keep most of Motorola’s portfolio of mobile patents, offering the company legal protection for its Android software.

Now the question for investors is what Google will buy next with its $61 billion cash pile. Analysts say the company could make a play in the social space given the underwhelming performance of Google Plus.

Acquisition date Google company Business
February 12, 2001 Deja Usenet
September 20, 2001 Outride Web search engine
February 2003 Pyra Labs Weblog software
April 2003 Neotonic Software Customer relationship management
April 2003 Applied Semantics Online advertising
September 30, 2003 Kaltix Web search engine
October 2003 Sprinks Online advertising
October 2003 Genius Labs Blogging
May 10, 2004 Ignite Logic HTML editor
July 13, 2004 Picasa Image organizer
September 2004 ZipDash Traffic analysis
October 2004 Where2 Map analysis
October 27, 2004 Keyhole, Inc Map analysis
March 28, 2005 Urchin Software Corporation Web analytics
May 12, 2005 Dodgeball Social networking service
July 19, 2005 Akwan Information Technologies Search engines
July 2005 Reqwireless Mobile browser
August 17, 2005 Android Mobile software
November 2005 Skia Graphics software
December 27, 2005 Phatbits Widget engine
December 31, 2005 allPAY GmbH Mobile software
December 31, 2005 bruNET GmbH Mobile software
January 17, 2006 dMarc Broadcasting Advertising
February 14, 2006 Measure Map Weblog software
March 9, 2006 Upstartle Word processor
March 14, 2006 @Last Software 3D modeling software
April 9, 2006 Orion Web search engine
June 1, 2006 2Web Technologies Online spreadsheets
August 15, 2006 Neven Vision Germany GmbH Computer vision
October 9, 2006 YouTube Video sharing
October 31, 2006 JotSpot Web application
December 18, 2006 Endoxon Mapping
February 16, 2007 Adscape In-game advertising
March 16, 2007 Trendalyzer Statistical software
March 28, 2007 Crusix Social networking service
April 17, 2007 Tonic Systems Presentation program
April 19, 2007 Marratech Videoconferencing
April 13, 2007 DoubleClick Online advertising
May 11, 2007 GreenBorder Computer security
June 1, 2007 Panoramio Photo sharing
June 3, 2007 FeedBurner Web feed
June 5, 2007 PeakStream Parallel processing
June 19, 2007 Zenter Presentation program
July 2, 2007 GrandCentral Voice over IP
July 20, 2007 ImageAmerica Aerial photography
July 9, 2007 Postini Communications security
September 27, 2007 Zingku Social networking service
October 9, 2007 Jaiku Microblogging
July 30, 2008 Omnisio Online video
September 12, 2008 TNC Weblog software
August 5, 2009 On2 Video compression
September 16, 2009 reCAPTCHA Security
November 9, 2009 AdMob Mobile advertising
November 9, 2009 Gizmo5 Voice over IP
November 23, 2009 Teracent Online advertising
December 4, 2009 AppJet Collaborative real-time editor
February 12, 2010 Aardvark Social search
February 17, 2010 reMail Email search
March 1, 2010 Picnik Photo editing
March 5, 2010 DocVerse Microsoft Office files sharing site
April 2, 2010 Episodic Online video platform start-up
April 12, 2010 PlinkArt Visual search engine
April 20, 2010 Agnilux Server CPUs
April 27, 2010 LabPixies Gadgets
April 30, 2010 BumpTop Desktop environment
May 18, 2010 Global IP Solutions Video and audio compression
May 20, 2010 Simplify Media Music streaming
May 21, 2010 Travel
June 3, 2010 Invite Media Advertising
July 16, 2010 Metaweb Semantic search
August 2010 Zetawire Mobile payment, NFC
August 4, 2010 Instantiations Java/Eclipse/AJAX developer tools
August 5, 2010 Social gaming
August 10, 2010 Jambool Social Gold payment
August 15, 2010 Visual search engine
August 30, 2010 Angstro Social networking service
August 30, 2010 SocialDeck, Inc. Social gaming
September 13, 2010 Quiksee Online video
September 28, 2010 Plannr Schedule management
October 1, 2010 BlindType Touch typing
December 3, 2010 Phonetic Arts Speech synthesis
December 3, 2010 Widevine Technologies DRM
January 13, 2011 eBook Technologies E-book
January 25, 2011 SayNow Voice recognition
March 1, 2011 Zynamics Security
March 7, 2011 Price comparison service
March 7, 2011 Next New Networks Online video
March 16, 2011 Green Parrot Pictures Digital video
April 8, 2011 PushLife Service provider
April 12, 2011 [109] ITA Software Travel technology
April 26, 2011 TalkBin Mobile software
May 23, 2011 Sparkbuy Product search
June 3, 2011 PostRank Social media analytics service
June 9, 2011 Admeld Online advertising
June 18, 2011 SageTV Media center
July 8, 2011 Punchd Loyalty program
July 21, 2011 Fridge Social groups
July 23, 2011 PittPatt Facial recognition system
August 1, 2011 Dealmap One deal a day service
August 15, 2011 Motorola Mobility Mobile device manufacturer
September 7, 2011 Zave Networks Digital coupons
September 8, 2011 Zagat Restaurant reviews
September 19, 2011 DailyDeal One deal a day service
October 11, 2011 SocialGrapple Social media analytics service
November 10, 2011 Apture Instantaneous search
November 14, 2011 Katango Social circle organization
December 9, 2011 RightsFlow Music rights management
December 13, 2011 Clever Sense Mobile apps
March 16, 2012 Milk, Inc Social networking service
April 2, 2012 TxVia Online Payment
June 4, 2012 Meebo Instant Messaging
June 5, 2012 Quickoffice Productivity Suite
July 20, 2012 Sparrow Mobile apps
2012 WIMM Labs Android powered smartwatches
August 1, 2012 Wildfire Interactive Social media marketing
September 7, 2012 Security
September 17, 2012 Nik Software, Inc. Photography
October 1, 2012 Viewdle Facial recognition
November 28, 2012 Incentive Targeting Inc. Digital coupons
November 30, 2012 BufferBox Package delivery
February 6, 2013 Channel Intelligence Product ecommerce
March 12, 2013 DNNresearch Inc. Deep Neural Networks
March 15, 2013 Talaria Technologies Cloud computing
April 12, 2013 Behavio Social Prediction
April 23, 2013 Wavii Natural Language Processing
May 23, 2013 Makani Power Airborne wind turbines
June 11, 2013 Waze GPS navigation software
September 16, 2013 Bump Mobile software
October 2, 2013 Flutter Gesture recognition technology
October 22, 2013 FlexyCore DroidBooster App for Android
December 2, 2013 SCHAFT, Inc. Robotics, humanoid robots
December 3, 2013 Industrial Perception Robotic arms, computer vision
December 4, 2013 Redwood Robotics Robotic arms
December 5, 2013 Meka Robotics Robots
December 6, 2013 Holomni Robotic wheels
December 7, 2013 Bot & Dolly Robotic cameras
December 8, 2013 Autofuss Ads and Design
December 10, 2013 Boston Dynamics Robotics
January 4, 2014 Bitspin Timely App for Android
January 13, 2014 Nest Labs Home automation
January 15, 2014 Impermium Internet security
January 26, 2014 DeepMind Technologies Artificial intelligence
February 16, 2014 SlickLogin Internet Security
February 21, 2014 Anti-click fraud
March 12, 2014 GreenThrottle Gadgets
April 14, 2014 Titan Aerospace High-altitude UAVs
May 2, 2014 Rangespan E-commerce
May 6, 2014 Adometry Online advertising attribution
May 7, 2014 Appetas Restaurant website creation
May 7, 2014 Stackdriver Cloud computing
May 7, 2014 MyEnergy Online energy usage monitoring
May 16, 2014 Quest Visual Augmented reality
May 19, 2014 Divide Mobile device management
June 10, 2014 Skybox Imaging Satellite
June 19, 2014 mDialog Online advertising
June 19, 2014 Alpental Technologies Wireless
June 20, 2014 Dropcam Home monitoring
June 25, 2014 Appurify Automated application testing
July 1, 2014 Songza Music streaming
July 23, 2014 drawElements Graphics compatibility testing
August 6, 2014 Emu IM client
August 6, 2014 Director Mobile video
August 17, 2014 Jetpac Artificial intelligence, image recognition
August 23, 2014 Gecko Design Mechanical design
August 26, 2014 Zync Render Cloud-based visual effects software
September 10, 2014 Lift Labs Liftware
September 11, 2014 Polar Social polling
October 21, 2014 Firebase Data synchronization
October 23, 2014 Dark Blue Labs Artificial intelligence
October 24, 2014 Revolv Home automation
November 19, 2014 RelativeWave Mobile software prototyping
December 17, 2014 Vidmaker Video editing
February 4, 2015 Launchpad Toys Child-friendly apps
February 8, 2015 Odysee Multimedia sharing and storage
February 23, 2015 Softcard Mobile payments
February 24, 2015 Red Hot Labs App advertising and discovery
April 16, 2015 Thrive Audio Surround sound technology
April 16, 2015 Skillman & Hackett Virtual reality software
May 4, 2015 Timeful Mobile software
May 28, 2015 Mobile app optimizer
July 21, 2015 Pixate Mobile software prototyping
September 21, 2015 Oyster E-book subscriptions
September 30, 2015 Jibe Mobile Rich Communication Services
June 18, 2015 Agawi Mobile application streaming
October 17, 2015 Digisfera 360-degree photography
November 11, 2015 Fly Labs Video editing
November 11, 2015 bebop Cloud software
February 12, 2016 BandPage Artists platform
February 18, 2016 Pie Enterprise communications
May 2, 2016 Synergyse Interactive tutorials
June 22, 2016 Webpass Internet service provider
July 6, 2016 Moodstocks Image recognition
July 8, 2016 Anvato Cloud-based video services
July 12, 2016 Kifi Link management
July 27, 2016 LaunchKit Mobile tool maker
August 8, 2016 Orbitera Cloud software
September 8, 2016 Apigee API management and predictive analytics
September 15, 2016 Urban Engines Location-based analytics
September 19, 2016 API.AI Natural language processing
October 11, 2016 FameBit Branded content
October 24, 2016 Eyefluence Eye tracking, virtual reality
December 13, 2016 Cronologics Smartwatches
January 5, 2017 Limes Audio Voice communication
January 19, 2017 Fabric Crash Analytics
Google company Used as or integrated with
Deja Google Groups
Outride Google Personalized Search
Pyra Labs Blogger
Neotonic Software Google Groups, Gmail
Applied Semantics AdSense, AdWords
Kaltix iGoogle
Sprinks AdSense, AdWords
Genius Labs Blogger
Ignite Logic Google Sites
Picasa Picasa, Blogger
ZipDash Google Maps
Where2 Google Maps
Keyhole, Inc Google Maps, Google Earth
Urchin Software Corporation Google Analytics
Dodgeball Google Latitude
Akwan Information Technologies Internet backbone
Reqwireless Google Mobile
Android Android
Skia Android, Google Chrome
Phatbits Google Desktop
allPAY GmbH Google Mobile
bruNET GmbH Google Mobile
dMarc Broadcasting AdSense
Measure Map Google Analytics
Upstartle Google Docs
@Last Software Google Sketchup
Orion Google Search
2Web Technologies Google Spreadsheet
Neven Vision Germany GmbH Picasa, Google Goggles
YouTube YouTube
JotSpot Google Sites
Endoxon Google Maps
Adscape AdSense
Trendalyzer Google Analytics
Crusix YouTube
Tonic Systems Google Docs
Marratech Google Talk, Google Hangouts
DoubleClick AdSense
GreenBorder Google Chrome
Panoramio Panoramio
FeedBurner FeedBurner
PeakStream Android
Zenter Google Docs
GrandCentral Google Voice
ImageAmerica Google Maps
Postini Gmail
Zingku Google Mobile
Jaiku Google Mobile
Omnisio YouTube
TNC Blogger
On2 WebM, YouTube
reCAPTCHA Google Books
AdMob DoubleClick, Invite Media
Gizmo5 Google Talk, Google Hangouts
Teracent AdSense
AppJet Google Wave, Google Docs
Aardvark Aardvark
reMail Gmail
Picnik Picasa
DocVerse Google Docs
Episodic YouTube
PlinkArt Google Goggles
Agnilux Android
LabPixies iGoogle, Android
BumpTop Android
Global IP Solutions WebRTC
Simplify Media Android iGoogle
Invite Media DoubleClick
Metaweb Google Search
Zetawire Android, Google Wallet, Google Checkout
Instantiations Google Web Toolkit Google+, Orkut, Google Play
Jambool Google+, Orkut Google Shopping
Angstro Google, Google Alert
SocialDeck, Inc. Google, Google+
Quiksee Google Maps
Plannr Google+
BlindType Android
Phonetic Arts Google Voice, Google Translate
Widevine Technologies Google TV
eBook Technologies Google Books
SayNow Google Voice
Zynamics Project Zero (Google) Google Shopping
Next New Networks YouTube
Green Parrot Pictures YouTube
PushLife Google Play
ITA Software Google Flights
TalkBin Android
Sparkbuy Google Shopping
PostRank Google+ Google Analytics
Admeld DoubleClick, Invite Media
SageTV Google TV, Google Fiber, Android TV
Punchd Google Offers
Fridge Google+
PittPatt Android
Dealmap Google Offers
Motorola Mobility Android, Google TV, Android TV, Patent portfolio
Zave Networks Google Offers
Zagat Google Places, Google Maps
DailyDeal Google Offers
SocialGrapple Google+ Google Analytics
Apture Google Search
Katango Google+
RightsFlow YouTube
Clever Sense Android
Milk, Inc Google+
TxVia Google Wallet, Google Checkout
Meebo Google Hangouts
Quickoffice Google Docs
Sparrow Gmail
WIMM Labs Android
Wildfire Interactive Google, Google+
Nik Software, Inc. Google, Android
Viewdle Android
Incentive Targeting Inc. Google Offers
BufferBox Google Shopping, Android
Channel Intelligence Google Shopping
DNNresearch Inc. Google, X
Talaria Technologies Google Cloud
Behavio Google Now
Wavii Google Knowledge Graph
Makani Power X
Waze Google Maps
Bump Google Photos
Flutter Google, Android, X
FlexyCore Android
Industrial Perception X
Redwood Robotics X
Meka Robotics X
Holomni X
Bot & Dolly X
Autofuss X
Boston Dynamics X
Bitspin Android
Nest Labs Nest Labs
Impermium Project Zero (Google)
DeepMind Technologies Google DeepMind
SlickLogin Project Zero (Google) DoubleClick, Adsense
GreenThrottle Android
Titan Aerospace Project Loon
Rangespan Google Shopping
Adometry Google Analytics AdSense
Appetas Zagat
Stackdriver Google Cloud Platform
MyEnergy Nest Labs
Quest Visual Google Translate
Divide Android for Work
Skybox Imaging Google Maps, Project Loon
mDialog DoubleClick
Alpental Technologies Google
Dropcam Nest Labs
Appurify Android
Songza Google Play, Android TV
drawElements Android
Emu Google Hangouts, Google Now
Director YouTube, Android
Jetpac Picasa
Gecko Design X
Zync Render Google Cloud Platform
Lift Labs Verily
Polar Google+
Firebase Google Cloud Platform
Dark Blue Labs Google DeepMind
Revolv Nest Labs
RelativeWave Android
Vidmaker YouTube
Launchpad Toys YouTube for Kids
Odysee Google+
Softcard Android Pay
Red Hot Labs Google Play
Thrive Audio Google Cardboard
Skillman & Hackett Tilt Brush
Timeful Google Inbox, Google Calendar Android
Pixate Android
Oyster Google Play Books
Jibe Mobile Android
Agawi Android, Google Play
Digisfera Street View
Fly Labs Google Photos
bebop Google Cloud Platform
BandPage YouTube
Pie Spaces (app)
Synergyse Google Docs
Webpass Google Fiber
Moodstocks Google Photos
Anvato Google Cloud Platform
Kifi Spaces (app)
LaunchKit Android
Orbitera Google Cloud Platform
Apigee Google Cloud Platform
Urban Engines Google Maps
FameBit YouTube
Cronologics Android Wear
Limes Audio Google Duo, Google Hangouts
Fabric Google Developer Product Group, Firebase
Google company Cost of Acquisition
Pyra Labs
Neotonic Software
Applied Semantics $102,000,000
Genius Labs
Ignite Logic
Keyhole, Inc
Urchin Software Corporation
Akwan Information Technologies
Android $50,000,000
allPAY GmbH
bruNET GmbH
dMarc Broadcasting $102,000,000
Measure Map
@Last Software
2Web Technologies
Neven Vision Germany GmbH
YouTube $1,650,000,000
Endoxon $28,000,000
Adscape $23,000,000
Tonic Systems
Marratech $15,000,000
DoubleClick $3,100,000,000
FeedBurner $100,000,000
GrandCentral $45,000,000
Postini $625,000,000
Omnisio $15,000,000
On2 $133,000,000
AdMob $750,000,000
Gizmo5 $30,000,000
Aardvark $50,000,000
DocVerse $25,000,000
BumpTop $30,000,000
Global IP Solutions $68,200,000
Simplify Media
Invite Media $81,000,000
Instantiations $228,000,000
Jambool $70,000,000 $100,000,000
SocialDeck, Inc.
Quiksee $10,000,000
Phonetic Arts
Widevine Technologies
eBook Technologies
Zynamics $65,000,000
Next New Networks
Green Parrot Pictures
PushLife $25,000,000
ITA Software $676,000,000
Admeld $400,000,000
Motorola Mobility $12,500,000,000
Zave Networks
Zagat $151,000,000
DailyDeal $114,000,000
Clever Sense
Milk, Inc
Meebo $100,000,000
Sparrow $25,000,000
Wildfire Interactive $450,000,000
Nik Software, Inc.
Viewdle $45,000,000
Incentive Targeting Inc.
BufferBox $17,000,000
Channel Intelligence $125,000,000
DNNresearch Inc.
Talaria Technologies
Wavii $30,000,000
Makani Power
Waze $966,000,000
Flutter $40,000,000
FlexyCore $23,000,000
Industrial Perception
Redwood Robotics
Meka Robotics
Bot & Dolly
Boston Dynamics
Nest Labs $3,200,000,000
DeepMind Technologies $625,000,000
Titan Aerospace
Quest Visual
Skybox Imaging $500,000,000
Alpental Technologies
Dropcam $555,000,000
Gecko Design
Zync Render
Lift Labs
Dark Blue Labs £tens of millions
Launchpad Toys
Red Hot Labs
Thrive Audio
Skillman & Hackett
Jibe Mobile
Fly Labs
bebop $380,000,000
Orbitera $100,000,000
Apigee $625,000,000
Urban Engines
Limes Audio