Editing Larry Page (section)

=== 2011–2013 ===
As Google's new CEO, Page's two key goals were the development of greater autonomy for the executives overseeing the most important divisions, and higher levels of collaboration, communication, and unity among the teams. Then Page also formed what the media called the "L-Team", a group of senior vice-presidents who reported directly to him and worked near his office for a portion of the working week.<ref name="Owe">{{cite web|author1=Owen Thomas|title=There's A Pretty Big Tension in How Larry Page Is Running Google|url=http://www.businessinsider.com/how-larry-page-is-running-google-2013-3?IR=T|website=Business Insider|publisher=Business Insider Inc|access-date=February 1, 2015|date=March 14, 2013|archive-url=https://web.archive.org/web/20150120174356/http://www.businessinsider.com/how-larry-page-is-running-google-2013-3?IR=T|archive-date=January 20, 2015|url-status=live}}</ref> Additionally, he reorganized the company's senior management, placing a CEO-like manager at the top of Google's most important product divisions, including YouTube, [[Google Ads|AdWords]], and [[Google Search]].<ref name="Car"/>

Following a more cohesive team environment, Page declared a new "zero tolerance for fighting" policy that contrasted with his approach during the early days of Google, when he would use his harsh and intense arguments with Brin as an exemplar for senior management. Page had changed his thinking during his time away from the CEO role, as he eventually concluded that ambitious goals required a harmonious team dynamic. As part of Page's collaborative rejuvenation process, Google's products and applications were consolidated and underwent an [[aesthetic]] overhaul.<ref name="Max"/><ref name="Die"/>

==== Changes and consolidation process ====
At least 70 of Google's products, features and services were eventually shut down by March 2013, while the appearance and nature of the remaining ones were unified.<ref>{{cite web|author1=Urs Hölzle|title=A second spring of cleaning|url=http://googleblog.blogspot.se/2013/03/a-second-spring-of-cleaning.html|website=Official Google Blog|access-date=February 3, 2015|date=March 13, 2013|archive-url=https://web.archive.org/web/20150202103403/http://googleblog.blogspot.se/2013/03/a-second-spring-of-cleaning.html|archive-date=February 2, 2015|url-status=live}}</ref><ref name="Hel"/> Jon Wiley, lead designer of Google Search at the time, codenamed Page's redesign overhaul, which officially commenced on April 4, 2011, "Project Kennedy", based on Page's use of the term "moonshots" to describe ambitious projects in a January 2013 ''[[Wired magazine|Wired]]'' interview.<ref name="Die">{{cite web|author1=Dieter Bohn, Ellis Hamburger|title=Redesigning Google: how Larry Page engineered a beautiful revolution|url=https://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolution|website=The Verge|publisher=[[Vox Media, Inc]]|access-date=February 1, 2015|date=January 24, 2013|archive-url=https://web.archive.org/web/20150203001709/http://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolution|archive-date=February 3, 2015|url-status=live}}</ref><ref name="Lev">{{cite magazine|author1=Steven Levy|title=Google's Larry Page on Why Moon Shots Matter|url=https://www.wired.com/2013/01/ff-qa-larry-page/all/|magazine=Wired|access-date=February 1, 2015|date=January 17, 2013|archive-url=https://web.archive.org/web/20150201055806/http://www.wired.com/2013/01/ff-qa-larry-page/all/|archive-date=February 1, 2015|url-status=live}}</ref> An initiative named "Kanna" previously attempted to create a uniform design aesthetic for Google's range of products, but it was too difficult at that point in the company's history for one team to drive such change. Matias Duarte, senior director of the [[Android (operating system)|Android]] user experience when "Kennedy" started, explained in 2013 that "Google passionately cares about design." Page proceeded to consult with the Google Creative Lab design team, based in New York City, to find an answer to his question of what a "cohesive vision" of Google might look like.<ref name="Die"/>

The eventual results of "Kennedy" which were progressively rolled out from June 2011 until January 2013, were described by [[The Verge]] technology publication as focused upon "refinement, white space, cleanliness, elasticity, usefulness, and most of all simplicity." The final products were aligned with Page's aim for a consistent suite of products that can "move fast", and "Kennedy" was called a "design revolution" by Duarte. Page's "UXA" (user/graphics interface) design team then emerged from the "Kennedy" project, tasked with "designing and developing a true [[User interface|UI]] framework that transforms Google's [[application software]] into a beautiful, mature, accessible and consistent platform for its users." Unspoken of in public, the small UXA unit was designed to ensure that "Kennedy" became an "institution."<ref name="Die"/>

==== Acquisition strategy and new products ====
When acquiring products and companies for Google, Page asked whether the [[business acquisition]] passed the toothbrush test as an initial qualifier, asking the question "Is it something you will use once or twice a day, and does it make your life better?". This approach looked for usefulness above profitability, and long-term potential over near-term financial gain, which has been noted as rare in business acquiring processes.<ref>{{cite web |url = http://www.inc.com/larry-kim/how-google-s-ceo-only-buys-companies-that-pass-his-crazy-toothbrush-test.html |title = Why Google's Larry Page Only Buys Companies That Pass His Crazy Toothbrush Test |website = Inc.com |date = August 28, 2014 |access-date = February 8, 2015 |archive-url = https://web.archive.org/web/20150208082135/http://www.inc.com/larry-kim/how-google-s-ceo-only-buys-companies-that-pass-his-crazy-toothbrush-test.html |archive-date = February 8, 2015 |url-status=live |df = mdy-all }}</ref><ref>
{{cite web |url = https://dealbook.nytimes.com/2014/08/17/in-silicon-valley-mergers-must-meet-the-toothbrush-test/?_php=true&_type=blogs&_r=1 |title = In Silicon Valley, Mergers Must Meet the Toothbrush Test |author = David Gelles |work = The New York Times |date = August 18, 2014 |access-date = March 5, 2017 |archive-url = https://web.archive.org/web/20181106195854/https://dealbook.nytimes.com/2014/08/17/in-silicon-valley-mergers-must-meet-the-toothbrush-test/?_php=true&_type=blogs&_r=1 |archive-date = November 6, 2018 |url-status=live |df = mdy-all }}
</ref><ref>{{cite web |url=http://www.businessinsider.com/larry-page-toothbrush-test-google-acquisitions-2014-8?IR=T |title=Larry Page Toothbrush Test Google Acquisitions – Business Insider |date=August 18, 2014 |work=Business Insider |access-date=February 8, 2015 |archive-url=https://web.archive.org/web/20150208082519/http://www.businessinsider.com/larry-page-toothbrush-test-google-acquisitions-2014-8?IR=T |archive-date=February 8, 2015 |url-status=live  }}</ref>

With Facebook's influence rapidly expanding during the start of Page's second tenure, he finally responded to the intensive competition with Google's own social network, [[Google+]], in mid-2011. After several delays, the social network was released through a very limited field test and was led by [[Vic Gundotra]], Google's then senior vice president of social.<ref>{{cite web |author=Ben Parr |title=Google Launches Google+ To Battle Facebook [PICS] |url=http://mashable.com/2011/06/28/google-plus/ |website=Mashable |access-date=February 2, 2015 |date=June 28, 2011 |archive-url=https://web.archive.org/web/20150211011327/http://mashable.com/2011/06/28/google-plus/ |archive-date=February 11, 2015 |url-status=live  }}</ref>

In August 2011, Page announced that Google would spend $12.5 billion to acquire [[Motorola Mobility]].<ref>{{cite web |author=Robin Wauters |title=Google Buys Motorola Mobility For $12.5B, Says "Android Will Stay Open" |url=https://techcrunch.com/2011/08/15/breaking-google-buys-motorola-for-12-5-billion/ |website=TechCrunch |publisher=AOL Inc |access-date=February 2, 2015 |date=August 15, 2011 |archive-url=https://web.archive.org/web/20170609042131/https://techcrunch.com/2011/08/15/breaking-google-buys-motorola-for-12-5-billion/ |archive-date=June 9, 2017 |url-status=live  }}</ref> The purchase was primarily motivated by Google's need to secure [[patents]] to protect Android from lawsuits by companies including [[Apple Inc]].<ref name="Car"/> Page wrote on Google's official blog on August 15, 2011, that "companies including Microsoft and Apple are banding together in anti-competitive patent attacks on Android. The [[United States Department of Justice]] had to intervene in the results of one recent patent auction to 'protect competition and innovation in the [[open source software]] community' [...] Our acquisition of Motorola will increase competition by strengthening Google's patent portfolio, which will enable us to better protect Android from anti-competitive threats from Microsoft, Apple and other companies".<ref>{{cite web |url = http://googleblog.blogspot.se/2011/08/supercharging-android-google-to-acquire.html |title = Official Google Blog: Supercharging Android: Google to Acquire Motorola Mobility |work = Official Google Blog |access-date = February 8, 2015 |archive-url = https://web.archive.org/web/20150208092717/http://googleblog.blogspot.se/2011/08/supercharging-android-google-to-acquire.html |archive-date = February 8, 2015 |url-status=live |df = mdy-all }}</ref><ref>{{cite web|url=http://bgr.com/2011/08/15/google-ceo-larry-page-explains-reasoning-behind-motorola-acquisition-spoiler-patents/|title=Google CEO Larry Page explains reasoning behind Motorola acquisition (spoiler: patents)|work=BGR|date=August 15, 2011|access-date=February 8, 2015|archive-url=https://web.archive.org/web/20150208170345/http://bgr.com/2011/08/15/google-ceo-larry-page-explains-reasoning-behind-motorola-acquisition-spoiler-patents/|archive-date=February 8, 2015|url-status=live}}</ref> In 2014, Page sold Motorola Mobility for $2.9 billion to Personal Computer maker, Lenovo which represented a loss in value of $9.5 billion over two years.<ref>{{cite web |author=Roger Cheng |title=Google sells Motorola unit to Lenovo for $2.9B |url=https://www.cnet.com/news/google-sells-motorola-unit-to-lenovo-for-2-9b/ |website=CNet |access-date=November 9, 2019 |date=January 29, 2014 |archive-date=September 4, 2020 |archive-url=https://web.archive.org/web/20200904033204/https://www.cnet.com/news/google-sells-motorola-unit-to-lenovo-for-2-9b/ |url-status=live }}</ref>

Page also ventured into hardware and Google unveiled the [[Chromebook]] in May 2012. The hardware product was a laptop that ran on a Google operating system, [[ChromeOS]].<ref>{{cite web |author=Om Malik |title=Google launches Chromebook, Chromebox & gets it right |url=https://gigaom.com/2012/05/29/google-newchromebook-chromebox/ |website=Gigaom |publisher=Gigaom, Inc. |access-date=February 2, 2015 |date=May 29, 2012 |archive-url=https://web.archive.org/web/20150202205026/https://gigaom.com/2012/05/29/google-newchromebook-chromebox/ |archive-date=February 2, 2015 |url-status=live  }}</ref>