Essay On Google Acquisitions

GOOGLE ACQUISITIONS Author 2

Since 2001 Google has acquired more than 170 other companies with a variety of different specialties. Although the company has focused primarily on internet and mobile technologies, they have purchased audio and video businesses. What is interesting about the acquisitions is not that Google pursued this path. The only way to continue to grow is to become larger and in a competitive market, a company must always rise above the continued competition. In Google’s case, the companies it acquired only improved their own brand. Each of them added an integral component to the piece that allowed Google to become a much larger company and much more than just the top search engine in the world. Google seeks to become a major player in world technology and to this point, they have certainly succeeded. Again, the surprising thing is Google has a tremendous international presence but nearly all of their acquisitions are in North America, with 61 percent being within the confines of California. Granted, California is a technology hub dating back to the days of Silicon Valley’s initial fame, but there is top technology in other areas of the world as well.
As far was what the future holds in store for Google, the sky seems to be limit. Their strategy of acquisition has paid off handsomely and figure in to many peoples’ daily routine. While their intent for the future is to add companies with mHealth and mobile technologies, it remains to be seen whether that course will be concrete. Google is pursuing the mHealth and mobile technologies market because they must have conducted research illustrating that America and other nations have aging populations where these applications will derive great use. Also, there is a growing health movement and a fascination with looking up medical symptoms, etc. rather than paying for a doctor visit. As far as mobile technologies go, one future trend is

GOOGLE ACQUISITIONS Author 3

supposed to be wireless gear. For example, mobile devices in watches, in glasses and accessories are already appearing on the market. Google wants to be poised to take advantage of these circumstances and remain on the top of the heap as one of the largest, most influential companies in the world. They can only do that if their technology is better than all their competitors.
GOOGLE ACQUISITIONS Author 4

References

ChristaH. (2014, Feb 11). Understanding Google’s ‘Healthy’ Acquisition Strategy. Retrieved from MobileMarketingWatch: http://www.mobilemarketingwatch.com/understanding-googles-healthy-acquisition-strategy-39358/
Matt. (2015, Jan 19). THE STRATEGY BEHIND GOOGLE’S MOST EXPENSIVE ACQUISITIONS . Retrieved from Aptitude: http://www.aptitude.co.uk/blog/the-strategy-behind-google-s-most-expensive-acquisitions/