Google dominated Twitter trending lists throughout Tuesday after founder Larry Page announced the launch of Alphabet, a new parent company that aims to house Google’s disparate business divisions.
The intent here is to use this new macro nesting company to allow “[Google] more management scale, as [it] can run things independently that aren’t very related,” Page said in a company blog post titled “G is for Google,” which was also hosted on abc.xyz. Page announced that Sundar Pichai will now serve as CEO of Google, though it’s unclear exactly which business operations will remain under his purview.
While a leaner Google certainly makes sense—especially considering how far the brand has expanded beyond search—this restructure may face challenges completely independant of Google’s operations. German automaker BMW already owns the domain alphabet.com, which hosts its B2B business vehicle fleet services business. However this story unfolds, Alphabet has everybody talking.