Google had already announced that it wanted to rebrand as Alphabet and restructure the Group and broaden its services. They first tried to purchase alphabet.com owned by BMW who refused to sell the domain name to Google. BMW currently uses the domain name for its fleet of services unit.
Some observers have expressed the opinion that it may be just a cosmetic exercise. The move is very interesting. Although a number of persons evaluate the operation as a purely cosmetic one, undoubtedly the structure of Alphabet as an umbrella of companies with different businesses is a clever one for an unusual or “unconventional company” (paraphrasing the words of its CEO). The acquisition and management of “personal data” and the exchange as between companies on such a big scale may, however, still be a concern for many…..
Google has purchased the domain name abcdefghijklmnopqrstuvwxyz.com in the wake of its restructuring as Alphabet, continuing its domain purchase spree. The company launched conglomerate Alphabet's site on ABC.xyz back in August, a move which saw the internet giant cleave its core YouTube, search, Android and email business from its ambitious research divisions, including the secretive Google X labs division.