Although the idea produced mixed results in other companies, including, Sony, LG and Samsung, Google may succeed where others have failed.

Have you noticed many startups have ex-Google employees? Although Google is incredulously innovative it’s hard to understand why the company did not capitalize on its available talent pool and reap in the mullah? Naturally, all this makes sense only retrospectively.

However, in order to not repeat its actions of the past, in order to provide the kind of freedom innovators typically require, Google has confirmed that it will launch its own in-house incubator, so as to retain those budding entrepreneurs and allow them to grow within the realms of the company.

As per Google CEO, Sundar Pichai, the incubator will be called, “Area 120,” which is an obvious reference to the 20 percent of work time that Google allows its employees to spend on their own side projects.

Bradley Horowitz Google’s VP, has also confirmed through a tweet, that he will be involved in this project.

That is all the search engine giant has revealed so far. If you hear anything else, be sure it is nothing else but rumours and speculations.

The questions that naturally pops in at this juncture is – by this move will Google be able to retain innovation and talent? Startups could always leave and get outside funding with potentially fewer strings attached.

Other big companies such as Sony, LG and Samsung have also been quick to recognize the value of what startup thinking brings to the table. These companies have however not fully embraced the new methods since doing so requires internal restructuring.