Google = Alphabet

Vidar said:
Seriously why do this? Why re brand something that basically dominates the market already?
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They aren't. They are just creating a holding company that will own Google.

Guaranteed this will be for competition and tax reasons. Expect to see Android, Chrome, search etc spun out into different legal entities to avoid competition issues with them all being bundled in one device (see Microsoft and Windows/IE for reference).

Google is not changing.
 
Skeeter said:
Guaranteed this will be for competition and tax reasons. Expect to see Android, Chrome, search etc spun out into different legal entities to avoid competition issues with them all being bundled in one device (see Microsoft and Windows/IE for reference).

Google is not changing.
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Nah android, chrome etc.. are still part of google with Sundar as CEO - it's is other things like their life sciences business that are going to run with separate CEOs to google.
 
I wonder if this will make xyz a well known domain? Makes me wonder if I should keep hold of the free one I got a while back...
 
yeah was thinking the same - hope it prompts more people to use .xyz - there must be a few people on here who registered a free one when someone made a thread last year
 
Yep, that's where I got mine. Expired a little bit back and I've just checked and it fell out of quarantine and back to general availability in 3 days! So just renewed it.
 
traveyb said:
Does sound quite odd maybe it is for tax reasons. Surprised I haven't read any articles on "Google is dying"
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A name has very little to do with tax. You can have different legal entities without needing new brand names... they can have google Luxembourg or alphabet Luxembourg without having to go through a press release etc...

The link posted earlier explains the change. Google already minimises tax quite efficiently and a new brand name for the parent org/different org chart etc.. doesn't have to affect that.
 
It's not to do with tax, it's to realign the business. i.e. the new CEO is the stability, managing their core product offerings. Larry can then dream big, do what he likes and acquire what he wants without it having a knock on effect to the core offerings.
 
randomshenans said:
It's not to do with tax, it's to realign the business. i.e. the new CEO is the stability, managing their core product offerings. Larry can then dream big, do what he likes and acquire what he wants without it having a knock on effect to the core offerings.
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Alphabet is likely to have 20-30 employees. This kind of structure makes it easy for Alphabet to move between competing tax havens.

Alphabet are setting themselves up in Delaware, known for being America's most 'business-friendly' state. If Delaware tightens up its corporate governance rules in the future, Alphabet can jump ship without much pain.
 
99% of US companies are based in Delaware. I am one of them... so...

They have their tax situation locked down, this isn't to make that any better. There are many ways of doing that, without doing this.
 
Tunney said:
Alphabet is likely to have 20-30 employees. This kind of structure makes it easy for Alphabet to move between competing tax havens.

Alphabet are setting themselves up in Delaware, known for being America's most 'business-friendly' state. If Delaware tightens up its corporate governance rules in the future, Alphabet can jump ship without much pain.
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you don't need to re brand anything to set up a company in Delaware... this has very little to do with taxation - google is already very tax efficient
 
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