Google's Acquisition of Motorola Mobility: Will the 'Gamble' Pay Off?

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Case Details:

Case Code : BSTR420
Case Length : 21 Pages
Period : 2010-2011
Pub Date : 2013
Teaching Note :Available
Organization : Google Inc., Motorola Mobility Holdings Inc.
Industry : Mobile devices, Information Technology
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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About Google

Google was founded by Page and Sergey Brin (Brin), students at Stanford University, California, US. Its first version was released on the website of Stanford University in August 1996. Google opened its first office in Menlo Park, California, in September 1998. The beta version of handled around 10,000 queries a day. In December 1998, Google was named 'One of the top 100 websites and search engines for 1998' by the PC Magazine.

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By 2000, Google had 60 employees and by June 2000, the company had an index of one billion pages, which made it the largest search engine in the world. Google continued generating revenues through clients who were using the company's search technology and through a keyword targeted advertising program. It also introduced a self service advertisement program called AdWords . By the end of the year, Google was handling more than 100 million search queries per day.

In 2001, Google's made its first acquisition, a usenet discussion service. This was later launched as Google Groups. In the same year, Eric Schmidt became the CEO of Google. In 2002, Google News was launched. AdSense was launched in 2003. In 2004, the search index included 6 billion items. Google went public in 2004.

Over the years, Google introduced several products that included Orkut, desktop search Google Scholar (2004); iGoogle, Mobile websearch, Google Earth, Google Talk (2005); Google calendar, Google Trends, Picasa web albums, (2006); AdSense for mobiles, (2007); a new version of Google Earth, Google Suggest, the Chrome browser (2008), Google Latitude, (2009), Google Buzz, Google TV, Place Search, (2010), Google Art Project, Google +, Google One Pass, and Google Wallet, (2011). Over the years, Google acquired several companies.

One of the companies that Google acquired was Android Inc. in 2005. Android Inc. was founded in 2003 and was involved in making software for mobile phones. Andy Rubin (Rubin) and other founders of Android Inc. joined Google, along with several talented engineers from the company. For the next two years, the team developed a mobile device platform, which was named Android....

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