Google had already announced that it wanted to rebrand as Alphabet and restructure the Group and broaden its services. They first tried to purchase 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…..