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The vast majority of the 271 million shares remained under the control of Google, and many Google employees became instant paper millionaires. , a competitor of Google, also benefitted because it owned 8.4 million shares of Google before the IPO took place.

There were concerns that Google's IPO would lead to changes in company culture.

Google has moved increasingly into hardware; from 2010 to 2015, it partnered with major electronics manufacturers in the production of its Nexus devices, and in October 2016, it released multiple hardware products (including the Google Pixel smartphone, Home smart speaker, Wifi mesh wireless router, and Daydream View virtual reality headset).

The new hardware chief, Rick Osterloh, stated: "a lot of the innovation that we want to do now ends up requiring controlling the end-to-end user experience".

Google has also experimented with becoming an Internet carrier.

In February 2010, it announced Google Fiber, a fiber-optic infrastructure that was installed in Kansas City; in April 2015, it launched Project Fi in the United States, combining Wi-Fi and cellular networks from different providers; and in 2016, it announced the Google Station initiative to make public Wi-Fi available around the world, with initial deployment in India.

By that time, the name "Google" had found its way into everyday language, causing the verb "google" to be added to the Merriam-Webster Collegiate Dictionary and the Oxford English Dictionary, denoted as: "to use the Google search engine to obtain information on the Internet".

In 2005, The Washington Post reported on a 700 percent increase in third-quarter profit for Google, largely thanks to large companies shifting their advertising strategies from newspapers, magazines, and television to the Internet.

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And we hit billion in revenues for the first time last year – not a bad achievement in just a decade and a half." Google announced the launch of a new company, called Calico, on September 19, 2013, to be led by Apple, Inc. In the official public statement, Page explained that the "health and well-being" company would focus on "the challenge of ageing and associated diseases".

Alexa, a company that monitors commercial web traffic, lists as the most visited website in the world.

Several other Google services also figure in the top 100 most visited websites, including You Tube and Blogger.

The Googleplex interiors were designed by Clive Wilkinson Architects.

Three years later, Google bought the property from SGI for 9 million.