Let’s take a look at where Fitbit falls in all of Google’s acquisitions.
Earlier today, Fitbit announced that they would be selling the company to Google for $7.35 per share. In layman’s terms, that’s about $2.1 billion.
With the acquisition, Google now gears itself up to better compete with Apple and Samsung, both of which have their own smartwatches. Without an in-house smartwatch, Google was without an answer for a growing wearables market.
While Fitbit has lost a lot of market share since pioneering the segment, the company still boasts a significant number of global users and possess the hardware knowhow to propel Google to the upper echelons of the smartwatch market.
This concerns others, who fear the data collection ability of the fitness trackers puts their privacy at an even larger disadvantage. Google has publicly stated that they will not use the data collected to target ads and that users will have the ability to review, more, or delete their data.
Right now, we’re more enamored by the casual $2.1 billion that Google dished out to buy the famed wearable maker. For some reason, 2.1 billion doesn’t jolt us like the colossal sum should. But let’s put it this way; if you were to receive a dollar every second, it would take you more than 66 and a half years to attain $2.1 billion.
Shocking, ain’t it.
So why aren’t we all immediately awe-struck when we read headlines such as the one above? Maybe because we’ve been bombarded by these monstrous purchases for so many years now, that it’s just routine.
While almost every large corporation that effectively rules the world today has at some point been involved in a monumental acquisition, today we focus on Google and it’s most expensive deals thus far.
Hold on to your seat folks. 2.1 billion is just chump change.
1. Fitbit - $2.1 Billion
The Fitbit acquisition is currently Google’s fifth-largest transaction, ever. It’s not even their largest transaction of the year. That pricey title goes to the next acquisition on the list.
2. Looker - $2.6 Billion
Google announced, on June 6, 2019, that they would be acquiring data-analytics firm Looker, to incorporate into Google Cloud. Looker is a unified platform for business intelligence, data applications, and embedded analytics.
3. DoubleClick - $3.1 Billion
On April 13, 2007, Google announced the acquisition of DoubleClick, a digital marketing firm that specialized in display advertising. This was a key acquisition that has allowed Google to become an advertising powerhouse.
4. Nest - $3.2 Billion
Google announced the acquisition of Nest Labs on January 13, 2014. Nest, at the time, was a technology company reinventing generic devices such as thermostats and fire alarms.
5. Motorola - $12.5 Billion
This is, by far (and I mean far), Google’s largest transaction, to date. On May 22, 2012, Google officially purchased Motorola Mobility, but would ultimately sell the company to Lenovo two years later, for $2.91 billion. Google kept a vast majority of Motorola’s patents.
While Google essentially lost $9.59 billion on the deal, the patents (the actual meat of the deal) allowed them to compete with Samsung and etch out a place among the top for their own smartphones. Given Google, and parent-company Alphabet, are trading higher than ever, it’s safe to assume they were able to take that $9.59 billion hit in stride. Like I said, $2.91 billion; chump change.