Google's Dilemma: Buy or Make

Even putting aside the fact that this blog is largely made possible by a facility that Google makes possible, one could still dispassionately say that the corporation's employees are creative and display good business acumen. Reading this story in the NYT about Google's offer to purchase AdMob in exchange for shares worth US$ 750 million got me thinking about business strategy. To start with, it is clear that the Google seeks to expand the range of its revenues into as many personal devices as is possible and that has inevitably led to mobile phones. And so what Google has done is to conduct surveillance of the landscape and determine whether it needed to build a new device or acquire a separate corporation.

From the point of view of one interested in how businesses weigh decisions, I am wondering how these corporations strike a balance between building up a new service from scratch or acquiring a different entity at a fair cost. In the case under discussion, Google's offer is to take over the new corporation through a share swap hence with no cash changing hands. What draws my attention to this is that google will offer more than a million shares at today's price of US$ 566.7 per share in exchange for a corporation as it chases the opportunity to take up some space in the battle for shares in advertisements for mobile phones. Given the large number of engineers that google has, the calculations that inform this acquisition are unclear to me. I suspect that good managers are capable of considering when an acquisition would be a better deal than a complete buildup from scratch. In spite of this, I am intent to watch this transaction keenly as it would be important to se how Google leverages from computers onto the mobile phone advertisement space.

Related to the story of this transaction is the concern that Google is becoming the behemoth of the technology world and its competitors and detractors would like to see its freedom to make acquisitions checked. It is not clear to me that an acquisition of whatever kind would in itself guarantee Google continued dominance and therefore would not be particularly concerned about the quest to expand its footprint in the digital world. As Peter Osnos writes in The Atlantic, recent history suggests that Google is in a stage where it will have to be more careful to prevent overreach and concentrating on innovation.