
Nov 17, ‘07 — iSuppli.com have an in-depth article on Google’s entry into mobile OS, Android, in which iSuppli is discussing whether Google will succeed with its mobile platform.
Excerpts from iSuppli:
- The promise: ubiquitous, mobile Internet access for millions of users worldwide.
- The stakes: a market of 324 million units and advertising revenue of $3.8 billion by 2011.
- The risk: embarking on an ambitious effort to establish a consortium to promote a new platform for mobile computing/communications, an endeavor that others have tried before—and have achieved only high-profile failure.
- The news: Google Inc.’s bold initiative to reshape the mobile-phone market by establishing a consortium of companies intended to promote a new platform for mobile-handset software that will bring Internet access to smart phone platforms.
For users, Google’s move could mean that Internet access will no longer be limited to the confines of the PC. For Google’s rivals, the establishment of the consortium means the arrival of a powerful new competitor—one that could cannibalize their sales. For Google, this initiative could allow it to achieve its goal of dominating the potentially lucrative market for mobile advertising and Location-Based Services (LBS).
Opening up handsets
Google recently announced the formation of the Open Handset Alliance, a multinational coalition of top technology and mobile communications firms. The Open Handset Alliance will focus on developing the Android software stack, a set of programs consisting of an operating system, middleware, a user-friendly interface and applications. Platforms based on Android are intended to deliver a superior user experience and improved Internet access compared to existing smartphones.
Perhaps the most significant aspect of Android is the fact that Google intends to offer the software to mobile-handset OEMs for free, or very close to free. This represents an alternative to existing software solutions like Windows Mobile, Symbian and various flavors of Linux, which incur considerable expenses for mobile-handset OEMs.
The smartphone market
Google’s announcement comes at a time when interest in such products has been stimulated by the arrival of Apple Inc.’s iPhone, which offers high-quality Internet access. Global shipments of smartphones are expected to rise to 324 million units by 2011, up from 124.3 million in 2007, according to iSuppli.
Google’s goal
Google’s goal with the establishment of the Open Handset Alliance is to become the main provider of LBS and mobile advertisements on wireless handsets, replicating its success in PC-based ads and location-oriented services like Google Earth.
Google’s interest in this area is so great that it may consider an acquisition of a provider of map navigation software. More at iSuppli.