Google Inc.now becomes Alphabet Inc.

The business group known as Google will be called from now Alphabet. Yes, like the alphabet, while the Google name will be reserved only internet subsidiary. However, the G Google will remain the core business that makes money, with the search, the YouTube video platform and the Android mobile operating system; money that the other letters of the alphabet are

spent.

The new structure aims to create more transparency in finance, in a business where new business projects constantly arise. At present the company is developing autonomous cars, thermostats and fire alarms connected network, drones and balloons for Internet access, among other activities. The restructuring shows that the side projects are not mere experiments, but are the business of the future.

In addition, the company founder, Larry Page, promises greater transparency. It has been known for some time that the online advertising, especially that in searches, finances all other sectors of the firm, but how much money goes to each sector it is secret, what bothers many investors. "There has been much speculation about how much money they put in those other sectors of business," said Colin Gillis expert to Bloomberg. "That is over." When in the future Google figures are given separately from the rest of the group, money flows will be a little clearer. The news sent shares of the company to rise six percent before the opening of the bags.

However, openness has its limits. First, because the finances of other subsidiaries will be presented in block Alphabet apart from Google. On the other hand it surprised that YouTube, with over one billion users, does not turn into another company separately, but remain part of Google. "Sure it is to not have to disclose its turnover, which remains well below the expectations of analysts," the service sector analysis The Information.

Users will not notice any change, nor move anything as to who is in charge. Google CEO Larry Page, also will head Alphabet, while the other co-founder of Google, Sergey Brin, remained with him as president to "help" Page wrote in the Google blog.

The changes also mean a promotion for Sundar Pichai, Google's CEO, which was increasingly taking over more functions in the company. Now, at 43, is the official responsible for the company does not lack money for new projects. And so Larry Page can focus on ideas such as the food of the future or the fight against aging. "Sergey and I are seriously involved in the business of launching new things," he wrote. The new structure draws a clear line between the current core business and the many possibilities of the future, including experimental laboratory Google X, a subsidiary of Calico health or home scanning Nest.

It is also a first step to eventually wean some companies later said analyst Jan Dawson of Research Jackdaw the Wall Street Journal. Although the projects lose both the hook from the brand. There is talk of the "Google car", but who would do the "Alphabet cars"? In addition Page Alphabet also made clear that it will not be a trademark.

In any event, the decision shows that, as Page and Brin say, do not want to run a business like any other. The name Alphabet goes against conventions. Page could not contain himself and even made a game of words such as "Alpha-bet" ("alpha bet"). And a television joke. The website of the new firm is http://abc.xyz. There you can read the message Page, but in the eighth paragraph, if you click the point after the sentence "drone effort delivery," a link to the website of a company called Hooli opens. The joke is that Hooli is the fictitious name very similar to Google in the US television series Silicon Valley company.