I came across an interesting piece on Re/code written Alphabet Light Merry Christmas sweater about 20 days before Google created Alphabet. It was on how Omid Kordestani who was the Chief Business Officer before Nikesh Arora had returned to his old position. The article talked about some challenges ahead in slowing revenue growth and disappointment by Wall Street regarding some Google projects, like Loon and others. When you do consider just how much interference markets create inside the operations, it does make a compelling reason why Alphabet would be created. It would allow Google to hide some of its slowing growth and pack away some of the more cooler stuff and projects (which the investors won’t like)
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so that they won’t have to be reported. This would give the founders Alphabet Light Merry Christmas sweater and the senior management huge leverage to embark upon some of the more risky stuff. And also as Glyn Williams mentioned in one of his answers about this move, it would also create a breathing room between the slowing ad revenues as well. It definitely is a very unconventional move on the part of Google (or wait for Alphabet?). But it isn’t surprising at all. Google is a very aggressive company when it comes to risk-taking, far more than any other major tech company of its size. But then the question does remain, as to why Page and Brin decided to go this route. Some of the reasons I can think of.