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HomeBusinessWill Alphabet's Google acquire HubSpot to increase competition with Microsoft? CWEB analyses...

Will Alphabet’s Google acquire HubSpot to increase competition with Microsoft? CWEB analyses potential sale

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Alphabet’s Google (GOOGL) has been making huge strides this year with its investments in artificial intelligence and cloud services. It competes directly with other tech giants, including Microsoft and Amazon. A popular outlet reported last month that Google was looking to acquire HubSpot (HUBS) to strengthen its cloud services and bridge the gap between itself and its competitors. Another outlet said that sources informed them early this month that talks of an acquisition are making headway.

Although there is no confirmation from either Google or HubSpot, many analysts, including those at CWEB, are looking at the potential merger closely and waiting for an official announcement. Reports from two popular outlets, Reuters in April and Bloomberg in early May, said that their sources familiar with the matter have mentioned that Alphabet and HubSpot are in talks.

Quartz has reported the global cloud share of the three major tech players as of the fourth quarter of 2023. Amazon Web Services remains the leader with 31 percent, while Microsoft has 24 percent. Google has 11 percent, and its potential acquisition of HubSpot might help it narrow the gap between itself and Microsoft.

CWEB analysts believe it may not attract antitrust lawsuits as the two companies are quite different, though they have synergies.

HubSpot is a U.S. marketing software maker with a roughly $31 billion market value. It serves several small and medium businesses. By acquiring HubSpot, Google Workspace can expand its products and applications.

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HubSpot will also gain as it remains profitable but is seeing a slowdown in business.

Microsoft caters to the customer relationship management sector with its Dynamics 365 products. It generally caters to big corporate customers.

HubSpot offers a similar service. By acquiring Google and bundling applications for clients, the tech giant can directly compete with Microsoft and try to take some of its market share.

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