A is for Alphabet, B is for But-It’s-Still-Google


(Christian Science Monitor) – Google is no longer “Google.” Or at least the Google that was “Google” has rebranded itself so that “Google” is now a new Google underneath old Google.

Let’s back up a bit.

Google Inc., the company that we know as the massive technology innovator – with projects ranging from balloon-carried Wi-Fi to Gmail to YouTube to self-driving cars – has now become a holding company called Alphabet. Alphabet will run the show for all of the wide-ranging projects presently under Google.

Google will be rebranded as a subsidiary of Alphabet and in charge of many of the consumer services that we associate with online-Google: Maps, YouTube, Google Apps, Android, Google Ads, and of course the Search that made Google a verb. These will all fall under “the ‘Google business’ ” according to the company’s filing with the US Securities and Exchange Commission on Monday.


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