Google has launched their domain name service officially in the US. This brings Google yet into another market. Their domain service has a lot of features and extras which might make it quite competitive to big name domain providers like GoDaddy.
Google Domains which they are calling the service has been in invite-only beta since June, but now is in open beta in the United States. Some of the features of using the service include free private domain registration, free Gmail e-mail forwarding, free domain forwarding and up to 100 subdomains. There is also a Google-designed domain dashboard.
I think that Google offering this service will simplify the domain registration and purchasing process. With the added perks they could easily compete with GoDaddy and other providers.