Google Is Now Just Another Letter In the Alphabet

Google has announced that it is now just one of the many business units that will be owned by a new holding company dubbed "Alphabet," and Google stockholders now own stock in Alphabet instead of Google. In the past, Google has launched or acquired a myriad of businesses that aren't directly related to search engines. This has caused some confusion for investors so they cheered this week's announcement. 

Now Alphabet can manage its businesses and technologies like Nest, Dropcam, driverless cars, Google Glass, Wing (delivery drones) etc., without trying to justify their value to the search engine giant. To me, Alphabet not only suggests everything from "A to Z" (in fact their domain name is, but it reminds me of technologies that are not even in beta yet, i.e. in alpha. And Alphabet is placing bets on a variety of alpha-level technology, much like an ambitious roulette player might place bets all over the table. For years, that's how Google operated, spending time, money and effort on things like driverless cars that were big bets on the future.


Analysts speculate the Google's founders, Sergey Brin and Larry Page, were jealous of Elon Musk, the PayPal founder who has gone on to create dramatic ventures like Tesla Motors and SpaceX, not to mention promoting ideas like Hyperloop travel. By creating Alphabet, they can focus on "moonshots" without necessarily worrying about the bottom line. As Apple may be moving into technologies like its own Apple car and augmented reality, it is clear we are in the middle of the next technological revolution, and Google (or Alphabet) wants to be a key player.

Top image credit: B Calkins /

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Author Details

Todd Bernhard's picture

Author Details

Todd Bernhard

Todd Bernhard is a bestselling (6+ million downloads) award-winning (AARP,,, Digital Hollywood, and Verizon) developer and founder of NoTie.NET, an app developer specializing in Talking Ringtone apps including AutoRingtone. And his profile photo is of the last known sighting of Mr. Bernhard wearing a tie, circa 2007!

An iPhone is almost always attached to his hip or in his pocket, but over the years, Mr. Bernhard has owned an Apple Newton, a Motorola Marco, an HP 95LX, a Compaq iPaq, a Palm Treo, and a Nokia e62. In addition to writing for iPhone Life, Mr. Bernhard has written for its sister publications, PocketPC Magazine and The HP Palmtop Paper.