On May 30th, multiple sources reported that Google plans to acquire HubSpot to enhance its capabilities in the enterprise cloud application market and compete with Microsoft.
Reuters reported on April 24th that Google is planning to acquire HubSpot. Alphabet, Google’s parent company, met with investment bankers from Morgan Stanley to discuss suitable acquisition terms and whether regulatory agencies would approve the transaction.
Bloomberg reported on May 9th that negotiations between Google and HubSpot are ongoing but the deal has not been finalized yet. Additionally, another potential buyer may emerge.
CNBC’s David Faber hinted at the possibility of an acquisition yesterday: “Reports of talks between HubSpot and Google are widespread. My understanding is that Alphabet’s acquisition of HubSpot through a full stock transaction is indeed true.”
HubSpot currently has a market value of about $30 billion (approximately ¥217.8 billion RMB). If successful, this will be the largest deal this year and even in Alphabet’s history.
Different from companies like Salesforce and Oracle which cater specifically to large clients, HubSpot mainly develops marketing software for small and medium-sized enterprises, making it an ideal investment target for Google.
According to Statista data, as of the first quarter of 2024, AWS holds the largest market share in this field at 31%, followed by Microsoft Azure at 25% and Google Cloud at 11%.
After the acquisition is completed, Alphabet will enter into the small-to-medium customer segment providing them with crucial data to help streamline artificial intelligence integration within their native search engine.
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