【2分钟弄清楚谷歌为啥变身Alphabet】

【2分钟弄清楚谷歌为啥变身Alphabet】

原文作者:

文章来自:CNN Money

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(1)目前的情况:谷歌内部进行了重组,原来的谷歌公司不再管理为研究无人驾驶汽车和抗衰老研究而单独设立的诸多公司,它的身份将与这些公司平级,作为字母表公司(Alphabet)的子公司存在。

(2)新的谷歌:新的谷歌将继续作为面向消费者的品牌负责运行所有你耳熟能详的产品,包括其搜索服务,Android,YouTube的产品,和谷歌地图应用程序。

(3)Alphabet能做什么呢?Sorry,它只是一家没有自己产品的公司,甚至alphabet.com这个域名也不是它的,它的网站是abc.xyz。

(4)字母表公司的运作方式类似于股神巴菲特的伯克希尔·哈撒韦公司(Berkshire Hathaway)。每一个企业,包括谷歌,都将有自己的CEO。他们将定时向母公司字母表的CEO(前谷歌首席)拉里·佩奇报告业务情况。据说,拉里·佩奇曾经最欣赏的就是巴菲特的管理风格。

(5)拉里·佩奇和原谷歌的创始人之一谢尔盖·布林分别出任首席执行官和总裁。

(6)谷歌新首席执行官是桑达尔·皮查伊(Sundar Pichai)。他是一个非常受欣赏的主管,长期以来主要负责Chrome、谷歌工具栏等产品,之后获得了Android及其他除了YouTube以外的谷歌产品的掌控权。现在作为新谷歌的首席执行官,他将有机会负责YouTube,尽管苏珊·沃西基仍将是YouTube的首席执行官。

(7)字母表的设立目的是给每个独立的业务更多的独立性和自由成长。在一份给投资者的内部通告上,佩奇称他想使公司“更清洁、更负责任。”因为从智能家居公司Nest、实验Google X,到延缓衰老研究的Calico,这些新业务实在与谷歌的核心搜索业务有些太不搭边了,让它们独立出来会很有意义。

(8)几个月前,谷歌已聘请了一位来自华尔街的首席财务官鲁思·波拉特,现任字母表公司的CFO,曾说她想让原来谷歌的业务变得更有透明度,字母表公司的新结构将让投资者对于每一个以前谷歌的“边缘项目”(现在字母表公司的子公司)的进行情况有一个更好的了解,并更清楚谷歌的核心业务。

(9)其实,“字母表”创立的部分原因是为了安抚投资者。股东日益忧虑于谷歌投入“登月”项目的资金无法收回。由于谷歌的90%的销售额来自广告,佩奇一直被批评没有在主营业务——搜索上投入更多的时间。现在,谷歌将是一个单独运行的公司,其首席执行官不必为这些“边缘项目”分心了。

(10)结局是投资者们安心了,于是字母表的股价上涨了6%。

In case you missed it, Google is now Alphabet, Alphabet owns Google, and Google has a new CEO, who reports to the old CEO.

Give us two minutes, and we'll explain.

1) Google restructured its business. It spun out its wacky projects like driverless cars and anti-aging research into separate companies. Alphabet is now the parent company of all of those smaller companies, one of which is Google.

2) Don't worry, you won't notice any changes ... at least for now. At its most basic level, Google just renamed itself "Alphabet" and created a subsidiary business called "Google." The new Google will continue as the consumer-facing brand and will run all the products you've heard of, including search, Android, YouTube, Maps and Google Apps.

3) Don't expect to hear much from Alphabet (GOOGL, Tech30) itself. It's a holding company, with no consumer products of its own. Alphabet doesn't own the rights to Alphabet.com. Its website is abc.xyz, and it's as bare-bones as they come.

4) Alphabet is organized like Warren Buffett's Berkshire Hathaway (BRKA). Each business, including Google, will have its own CEO. They will all report to Alphabet CEO (former Google chief) Larry Page, who has been a longtime admirer of Buffett's managing style.

5) Page and fellow Google co-founder Sergey Brin are giving up their reins at Google to take over Alphabet. Page will be CEO and Brin will be president of Alphabet.

6) The new CEO of Google is Sundar Pichai. He's a well-liked executive who's had a meteoric rise since he joined Google in 2004. He led the Google Toolbar team, then Chrome. He was then given control of Android and eventually every Google product not named YouTube. As CEO, he'll oversee YouTube too, although Susan Wojcicki will remain YouTube's chief executive.

7) Alphabet's structure is designed to give each separate business more independence and freedom to grow. In a memo to investors, Page said he wants to make the company "cleaner and more accountable." Since smart home company Nest, the experimental Google X, and age-fighting Calico don't really have much to do with Google's core search business, spinning them off makes a good deal of sense.

8) Google hired a big-time chief financial officer from Wall Street a few months ago. Ruth Porat, now the CFO of Alphabet, had said that she wanted to add more transparency to Google's business. Alphabet's new structure will give investors a better understanding of how well each of Google's former "side projects" (now Alphabet subsidiaries) are performing, as well as more clarity about Google's core business.

9) The Alphabet move was done in part to appease investors. Shareholders had been growing increasingly anxious about Google's funding of "moonshot" investments that may never pay off. Since 90% of Google's sales came from advertising, Page was criticized for not devoting more of his time to search. Now, Google will be a separately run company without its CEO worrying about those "side projects."

10) Investors are pleased: Alphabet shares are up 6% since the announcement.

http://money.cnn.com/2015/08/11/technology/alphabet-in-two-minutes/index.html


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