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Aiming to Auction Its Way To a More 'Inclusive' IPO
Complex Scheme Could Confuse Small Investors


Google Inc., which runs the world's most popular Internet search engine, filed to raise as much as $2.72 billion in its IPO. (Noah Berger -- Bloomberg News)

_____Live Online_____
Transcript: Leslie Walker will be online to answer reader questions about Google's IPO and its implications for the broader technology sector.
_____In Today's Post_____
Taking Stock of Google (The Washington Post, Apr 30, 2004)
Google Timeline: It hasn't taken long for Google to grow into the world's largest search engine.
What Google Shouldn't Ignite: .com columnist Leslie Walker warns that "Google Gold could turn out to be Fool's Gold." (Apr 29, 2004)
_____Related Coverage_____
To Derive Bid, Use Dow + Pi Your Age (The Washington Post, May 2, 2004)
Proceed With Caution On Stock, Advisers Say (The Washington Post, May 1, 2004)
After IPO, Google Founders Plan to Remain in Control (The Washington Post, May 1, 2004)
Taking Stock of Google (The Washington Post, Apr 30, 2004)
Google E-Mail Ad Plans Raise Fears About Privacy (The Washington Post, Apr 2, 2004)
Google Improves Searches In a Number of Ways (The Washington Post, Jan 18, 2004)
Google Fans Fill Web With Buzz Over IPO (The Washington Post, Jan 13, 2004)
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By Ben White
Washington Post Staff Writer
Friday, April 30, 2004; Page E01

NEW YORK, April 29 -- Think you have no chance of scoring Google Inc. IPO shares?

Think again.

The Internet search firm plans to use an auction system infrequently used in the United States to allocate most of its initial public stock offering. It is an attempt, the company said, to make the IPO "inclusive of both large and small investors."

Essentially, Google will allow qualifying investors with brokerage accounts at its two underwriters, Morgan Stanley and Credit Suisse First Boston, to submit bids listing how many shares they want and what price they are willing to pay. The bids will create a "master order book" that only Google and the underwriters will be able to see. Individuals who are interested in making bids for Google need to open accounts at the underwriting firms before the IPO. The Wall Street firms will determine who is a "qualified investor," which could limit the ability of small investors to participate.

Google and the underwriters will use information in the master order book to determine a "clearing price," the highest price at which all the shares can be sold to potential investors. Those submitting bids at or above the clearing price will be eligible to receive IPO shares. Those with bids below the price will be out of luck.

This method often is called a "Dutch auction," said to have been modeled on a system used in Amsterdam to sell tulips. But Google's approach is slightly different from the usual model . In its filing with the Securities and Exchange Commission on Thursday, the firm promised to use the clearing price as only the "principal" factor in setting the IPO price. The actual IPO price could be lower than the clearing price, Google said. Google said in its filing that the allocation will be done "primarily" through the auction, without commenting on what else might be involved.

Google also said it may decide to increase the number of shares sold during the IPO if the price rises during the auction. This means bidders will not know the total size of the offering when they submit what prices they are willing to pay.

That is a drawback, said Alexander Ljungqvist, an IPO expert and professor at New York University's Stern School of Business.

"That's like [auction house] Christie's saying they are selling one" expensive work of art, only to see the price go up and say it is selling two.

Ljungqvist also criticized Google for not settling on a process for dealing with a situation in which there could be more successful bids for shares than there are shares available. In its filing, Google said it would use one of two methods to deal with such a situation. Both are complex.

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