While Google's hardware ambitions remain limited (compared to Amazon, for example) and are widely seen as a means to an end (i.e., collecting more data and selling more advertising), the range of products and services offered by the company has expanded significantly over the years. Beyond the company's "other bets"—businesses unrelated to Google's core products such as Access, Calico, CapitalG, GV, Nest, Verily, Waymo, and X—this can also be seen as part of a broader shift away from advertising reliance toward a more diversified business.
As the following chart illustrates, Google's numerous side activities have grown steadily over the years, and in 2018 the company's non-advertising revenues reached $20.5 billion, up from just $0.8 billion in 2009. More importantly, however, the percentage of Google's revenue not derived from advertising sales has increased from 3.2 percent in 2009 to 15 percent last year, suggesting that the search giant can no longer be considered a one-trick pony.
While Google's hardware ambitions are still limited (compared to Amazon for example) and widely considered a means to an end (which is to collect more data and sell more advertising), the range of the company's products and services has expanded significantly over the years. Along with the company's “Other Bets”, the businesses unconnected to Google's core products such as Access, Calico, CapitalG, GV, Nest, Verily, Waymo and X, this can also be seen as part of a broader pivot away from its reliance on advertising towards becoming a more diversified company.
As the following chart illustrates, Google's many side-activities have steadily grown over the years and in 2018, the company's non-advertising revenue reached $20.5 billion, up from just $0.8 billion in 2009. More importantly, though, the percentage of Google's revenue that didn't come from advertising sales grew from 3.2 percent in 2009 to 15 percent last year, indicating that the search giant can no longer be considered a one-trick bangs.
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