Case Study Short Essay Examination Questions:
Google Acquires Motorola Mobility in a Growth-Oriented as well as Defensive Move
Key Points
The acquisition of Motorola Mobility positions Google as a vertically integrated competitor in the fast-growing
wireless devices market.
The acquisition also reduces their exposure to intellectual property litigation.
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By most measures, Google’s financial performance has been breathtaking. The Silicon Valley–based firm’s revenue
in 2011 totaled $37.9 billion, up 29% from the prior year, reflecting the ongoing shift from offline to online advertising.
While the firm’s profit growth has slowed in recent years, the firm’s 26% net margin remains impressive. About 95% of
the firm’s 2011 revenue came from advertising sold through its websites and those of its members and partners.1 Google
is channeling more resources into “feeder technologies” to penetrate newer and faster-growing digital markets and to
increase the use of Google’s own and its members’ websites. These technologies include the Android operating system,
designed to power wireless devices, and the Chrome operating system, intended to attract Windows– and Mac-based
computer users.
Faced with a need to fuel growth to sustain its market value, Google’s announcement on August 15, 2011, that it
would acquire Motorola Mobility Holdings Inc. (Motorola) underscores the importance it places on the explosive
growth in wireless devices. The all-cash $12.5 billion purchase price represented a 63% premium to Motorola’s closing
price on the previous trading day. Chicago-based, Motorola makes cellphones, smartphones, tablets, and set-top boxes;
its status as one of the earliest firms to develop cellphones and one of the leading mobile firms for the past few decades
meant that it had accumulated approximately 17,000 patents, with another 7,500 pending. With less than 3% market
share, the firm had been struggling to increase handset shipments and was embroiled in multiple patent-related lawsuits
with Microsoft.
As Google’s largest-ever deal, the acquisition may be intended to transform Google into a fully integrated mobile
phone company, to insulate itself and its handset-manufacturing partners from patent infringement lawsuits, and to gain
clout with wireless carriers, which control cellphone pricing and distribution. Revenue growth could come from license
fees paid on the Motorola patent portfolio and sales of its handsets and by increasing the use of its own websites and
those of its members to generate additional advertising revenue.
Google was under pressure from its handset partners, including HTC and Samsung, to protect them from patent
infringement suits based on their use of Google’s Android software.2 Microsoft has already persuaded HTC to pay a fee
for every Android phone manufactured, and it is seeking to extract similar royalties from Samsung. If this continues,
such payments could make creating new devices for Android prohibitively expensive for manufacturers, forcing them to
turn to alternative platforms like Windows Phone 7. With a limited patent portfolio, Google also was vulnerable to
lawsuits against its Android licenses.
Innovation in information technology usually relies on small, incremental improvements in software and hardware,
which makes it difficult to determine those changes covered by patents. Firms have an incentive to build up their patent
portfolios, which strengthens their negotiating positions with firms threatening to file lawsuits or demanding royalty
payments. Historically, firms have simply cross-licensed each other’s technologies; today, however, patent infringement
1 Google views its members (customers) as the over 1 million businesses that post advertisements on its websites;
partners consist of website publishers on whose sites Google posts advertisements and with whom Google shares
revenue from those advertisements. At 69% of total Google revenue, advertising revenue from Google websites grew at
34% in 2011, while advertising revenue from its members contributed 27% of total and grew by 18%.
2 Apple, Microsoft, and Oracle accused Google or the companies that use its Android operating system in the handsets
they manufacture, such as Motorola and HTC, a Taiwan handset maker, of infringing on their patents. Each has filed its
own patent infringement lawsuit. In late 2012, Apple won its U.S. patent case against Samsung.