What are Google’s most expensive acquisitions? Everyone knows Google Inc (NASDAQ:GOOGL) thanks to the huge success of its internet search engine, yet the firm has also been expanding at an accelerated pace. As the company’s growth trajectory remained on a solid course, investments followed, allowing Google to become a major player in the technology industry. In fact, more than one hundred firms were purchased by the internet giant, in order to get to where it is today.
Since we recently presented a list of the 10 best industries to invest in, we thought it would be interesting to take a closer look at where Google Inc (NASDAQ:GOOGL) is putting its money. Yet due to the large amount of company purchases, we decided to just focus on the top 10 of Google’s most expensive acquisitions.
After combing through the following list, one thing will become clear: mobile technology is the goal. Despite starting out as a simple internet search engine, Google Inc (NASDAQ:GOOGL) is so much more, as the success of Android has demonstrated. The operating system for mobile devices Android has not only turned into the most popular OS in the cellphone industry, but has allowed Google to venture into new territory. So let’s take a look at the top 10 of Google’s most expensive acquisitions or check out Apple’s most expensive acquisitions.
10) dMarc Broadcasting
Google purchased dMarc Broadcasting for $102 million back in 2006 as a step towards expansion into radio. The acquisition of the digital solutions provider for the radio broadcast industry based out of Newport Beach, California, allowed Google’s advertisers access to new distribution channels via radio.
9) On2 Technologies
On2 Technologies came into the spotlight when it began providing video compression solutions for important clients such as Sony and Skype. Due to the rising popularity of video streaming on mobile devices, Google Inc (NASDAQ:GOOGL) purchased the firm for $125 million.
In what was one of the worst purchases made by Google Inc (NASDAQ:GOOGL), Slide.com barely managed to survive two years in business following the acquisition. The asking price of $180 million was met by Google, which intended to use the firm to buff up its social network Google+, yet Slide.com failed to continue delivering promising social media apps and was finally shut down.
Apart from expanding, Google Inc (NASDAQ:GOOGL) has also acquired companies such as Admeld for $400 million, in order to improve their original business. Advertisement optimization is one of the key elements of Google’s internet search engine, and Admeld was purchased in order to achieve better results in this area.
When it comes to communication security, Google Inc (NASDAQ:GOOGL) spared no expense. It paid $625 million for Postini, a firm specializing in the protection of messaging and policy enforcement for clients all around the world. Google integrated these services into their e-mail and messaging services as of 2011.
5) ITA Software
ITA Software is a flight search engine, which was purchased by Google Inc (NASDAQ:GOOGL) for $700 million in 2010, as part of a move to gain access to the travel industry. The software would allow for flight times, prices and other relevant information to be organized, and then delivered to travel agencies or users directly.
In yet another attempt to gain a foothold in the mobile industry, Google Inc (NASDAQ:GOOGL) purchased Admob for $750 million back in 2009. The firm’s reputation as a leading developer of mobile-device advertising technology got the attention of Google, which intended on entering this market as quickly as possible. Thanks to the experience of Admob, the transition followed without complications, benefitting both companies over the years.
Google Inc (NASDAQ:GOOGL) paid $1.65 billion for YouTube in 2006, when it was already one of the most popular websites on the internet. Today, the company has continued growing and is by far the most important video hosting website on the web. The acquisition was expensive, yet it allowed Google to become a major player in the online video world.
2) Double Click
Despite not being quite as popular as YouTube, Double Click was acquired for Google for a whopping $3.1 billion just two years later. The hefty price tag was product of a bidding war between Google and Microsoft Corp (NASDAQ:MSFT), as both wanted to control Double Click’s advertisement technology, as well as their clients and networks.
1) Motorola Mobility
In Google’s most recent attempt to expand its reach and become a serious player in the mobile industry, Motorola Mobility was acquired for a stunning $12.5 billion. The purchase will not only allow Google to push their Android OS forward, but is surely part for a larger mobile strategy the firm has been pursuing for some time now. With this purchase Google Inc (NASDAQ:GOOGL) has entered new territory, with abundant opportunities for further growth and expansion.