Google CEO Larry Page. Photo by Bloomberg.
News Analysis
Google

What Alphabet Means

Photo: Google CEO Larry Page. Photo by Bloomberg.

Google’s morphing into Alphabet was many years coming. It’s no secret that Google’s founders haven’t considered themselves a search company for a while—Larry Page said so in so many words two years ago at TED.

But why now? The answer, according to people involved, is simple: Google’s growing ambitions were complicating an already complicated structure.

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