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Our mission is to bring a more helpful Google for you.

Google's hardware business is really confusing.

It means creating products like these.

They're like history, so confusing.

You can almost like put funny music to it.

It considers companies like Samsung, both a partner with services

like Android and a competitor with hardware like the Pixel 4.

It has branded devices under Nexus, like the Nexus One and Nexus Q,

Chrome, like the Chromebooks and Chromecast, Pixel, like the Pixel 4

and Pixelbook Go, Nest, like the Nest Home Hub and Nest WiFi, and its

own name, like the Google Home and Google Glass.

And only a few of these products have gone on to take a successful

share of their respective markets.

Google's a real hardware competitor in some markets, especially when

you think about education and laptops with its Chromebooks.

But in general, as a player against Apple and Samsung and phones and

other places, it's not considered a major player in this space.

For a company with an almost $900 billion market capitalization,

Alphabet, Google's parent company, just doesn't make a lot of that

money from its hardware.

But through acquisitions, partnerships, internal design and

developments, Google has stitched together a product line that makes

the company's complete vision hard to see.

So if the company can't rely on hardware as a major source of income

the same way Apple and Samsung do, what is Google's ultimate goal?

The hardware's true sort of value is the fact that it helps Google

collect information that can be used for advertising and then to

serve you ads anywhere you might be.

I don't view Google as a hardware contender because at its core it's

an advertising company.

It's easy to miss Google's hardware strategy in its current lineup.

Google says it wants to create products that can exemplify Google's

software and services like Android, Chrome, Google Assistant and

others. But let's be very clear.

Google is not a hardware company.

Of its $38.94

billion revenue in quarter two of 2019, only about 16

percent came from Google's so-called "other revenues" category, which

includes Google's hardware sales, Google Play sales and cloud

revenue. The vast majority of that $38.94

billion income comes from its ad business.

Google captures 20 percent of all U.S.

ad dollars, both online and offline, and a whopping 74.6

percent of all U.S.

search ad dollars.

The hardware business has to serve the rest of the business, which is

an advertising business.

Where it's collecting profiles, it's collecting data on you.

Looking at its history, Google has tried hard to clean up its product

line, like Steve Jobs famously did when he returned to Apple in the

90s. But it's still struggling in general.

Google creates its hardware in three ways: through partnerships,

through acquisitions and through its own in-house efforts.

Google's first big hardware partnerships were thanks to its operating

system, Android.

When we talk about flagship best Android devices, the Motorola Droid

was really probably what put Android on the map in the consumer's

mind. In fact, to this day when people talk about Android, you still

hear them refer to it as droids.

It wasn't the first Android phone, but it was the first Android phone

that got a tremendous amount of attention and drove a tremendous

amount of sales. But the Nexus line of phones signified a change in

the way Google looked at hardware.

So the Nexus line was originally developed, sort of showing what you

can do with an Android phone with the latest version of Android.

It was for developers to build their apps for the platform so that

partners in the Open Handset Alliance could then launch phones based

on that. The Nexus One only sold about 20,000 units in 2010 compared

to Apple's iPhone 3GS, which sold 1.6

million units in the same year.

The next hardware for Google to tackle was the computer itself.

Chromebooks used to be laptop-like internet terminals that Google

developed during its shift to cloud-based computing and storage.

Originally, these laptops just accessed the internet via Google's

Chrome browser, nothing else.

Everything was stored on Google's servers, even the applications.

The hypothesis is that you were always connected because at the time

when they first came out, there was very little storage on the

device. You had to be connected for it to do everything.

The first Chromebooks were manufactured by Samsung and Acer and got

the products off to a rocky start, leaving reviewers wondering why

Google made these glorified netbooks.

But by 2016, Chromebooks were outselling Macs, thanks in part to

their popularity in schools.

In fact, Chromebook took 60 percent of the U.S.

educational market share by 2018.

It was in 2012 that it really decided to want to put a lot of money

behind hardware. It acquired Motorola Mobility for about $40 a share

for $12.5 billion, marking a huge investment in Google's hardware

strategy to build its own phones, instead of partnering with other

people to build its phones for it.

In a blog post, then CEO Larry Page said the combination would offer

consumers accelerating innovation, greater choice and wonderful user

experiences.

The biggest value that the company got out of it was its patent

portfolio so it can go toe-to-toe with companies like Microsoft

and Apple.

Then in 2014, CEO Larry Page decided they wanted to get out of the

mobility business and ended up selling Motorola Telenova for $2.9

billion, which was vastly less than what they paid for.

$9.5 billion less to be exact.

I can only classify the Motorola acquisition as a complete bust.

One of Google's most lucrative investments was in the company Nest,

which was originally acquired by Google's parent company, Alphabet.

That was sort of the start into this home hardware foray and at the

time it was just a smart thermostat.

I mean, how many houses do you walk into or apartments where the Nest

is the featured element?

With its eye still on the hardware prize, Google announced in 2017

that it would spend $1.1

billion on a cooperation agreement between itself and longtime

partner HTC, a company that previously developed several Nexus phones

and even manufactured a few Pixel models.