Alphabet Inc. operates a collection of businesses, the major of which is Google.
The company operates Google in two segments, Google Services and Google Cloud. It also reports all non-Google businesses collectively as Other Bets. Other Bets include earlier stage technologies that are further afield from its core Google business.
Google Services' core products and platforms include ads, Android, Chrome, hardware, Gmail, Google Drive, Google Maps, Google Photos, Google Play, Search, and YouTube, each with adoption by users worldwide.
The company continues to invest in platforms, such as its Android mobile operating system, Chrome browser, and Chrome operating system, as well as improving its family of hardware devices. The company’s latest generation of hardware products include Pixel 5a 5G and Pixel 6 phones, the Fitbit Charge 5, Chromecast with Google TV, and the new Google Nest Cams and Nest Doorbell.
The company has built advertising technologies for advertisers, agencies, and publishers to enable their digital marketing businesses. Its advertising solutions allow companies grow their businesses through its range of products across devices and formats.
Google Services generates revenues primarily by delivering both performance and brand advertising that appears on Google Search & other properties, YouTube and Google Network partners' properties (‘Google Network properties’).
Performance advertising creates and delivers relevant ads that users would click on, leading to direct engagement with advertisers. Performance advertising lets the company’s advertisers connect with users, while driving results. The company’s ads tools allow performance advertisers to create text-based ads.
Brand advertising allows improve users' awareness of and affinity for advertisers' products and services, through videos, text, images, and other interactive ads that run across various devices. The company allows brand advertisers deliver digital videos and other types of ads to specific audiences for their brand-building marketing campaigns.
The company has allocated substantial resources to stopping bad advertising practices and protecting users on the web. It focuses on creating the major advertising experiences for its users and advertisers in various ways, including filtering out invalid traffic, removing bad ads from its systems every year, and monitoring the sites, apps, and videos where ads appear and blocklisting them when necessary to ensure that ads does not fund bad content.
The company is making long-term investments that it focuses to grow revenues beyond advertising, including revenues from Google Play, hardware, and YouTube non-advertising.
Google Play generates revenues from the sales of apps and in-app purchases and digital content sold in the Google Play store.
Hardware generates revenues from the sales of Fitbit wearable devices, Google Nest home products, Pixel phones, and other devices.
YouTube non-advertising generates revenues from YouTube Premium and YouTube TV subscriptions and other services.
The company continues to invest in infrastructure, security, data management, analytics, and AI. Google Cloud Platform enables developers to build, test, and deploy applications on its infrastructure. Google Workspace collaboration tools, which include apps, such as Gmail, Docs, Drive, Calendar, Meet and more are designed with real-time collaboration and machine intelligence to help people work.
Google Cloud Platform generates revenues from infrastructure, platform and other services.
Google Workspace generates revenues from cloud-based collaboration tools for enterprises, such as Gmail, Docs, Drive, Calendar and Meet.
The company’s cloud services are provided on either a consumption or subscription basis and might have contract terms longer than a year.
Across the company, it is also using technology to try to solve problems that affect various industries. Its investment in the portfolio of Other Bets includes emerging businesses at various stages of development, ranging from those in the research and development phase to those that are in the beginning stages of commercialization. Revenues from Other Bets are generated primarily from the sale of health technology and internet services.
Other Bets operate as independent companies and some of them have their own boards with independent members and outside investors. The company is investing in the portfolio of Other Bets.
The company’s trademarks include Alphabet and Google.
The company has registered, and applied for the registration of, the U.S. and international trademarks, service marks, domain names and copyrights. It has also filed patent applications in the U.S. and foreign countries covering certain of its technology, and acquired patent assets to supplement its portfolio.
The company’s advertising revenues are affected by seasonal fluctuations in internet usage, advertising expenditures, and underlying business trends, such as traditional retail seasonality.
The company faces competition in various aspects of its business, including from
General purpose search engines and information services, such as Baidu, Microsoft's Bing, Naver, Seznam, Yahoo, and Yandex.
Vertical search engines and e-commerce providers, such as Amazon and eBay (e-commerce), Booking's Kayak (travel queries), Microsoft's LinkedIn (job queries), and WebMD (health queries).
Social networks offered by ByteDance, Meta, Snap, and Twitter.
Other online advertising platforms and networks, such as Amazon, AppNexus, Criteo, and Meta, which compete for advertisers that use Google Ads, its primary auction-based advertising platform.
Companies that design, manufacture, and market consumer hardware products, including businesses that have developed proprietary platforms, such as Amazon, Apple, and Microsoft.
Digital assistant providers, such as Amazon and Apple.
Providers of enterprise cloud services, such as Alibaba, Amazon, Microsoft, and Salesforce.
Providers of digital video services, such as Amazon, Apple, AT&T, ByteDance, Disney, Hulu, Meta, and Netflix.
Other digital content and application platform providers, such as Amazon and Apple.
Providers of workspace connectivity and productivity products, such as Meta, Microsoft, Salesforce, and Zoom.
Alphabet Inc. was founded in 1998. The company was incorporated in California in 2015.