Even if Google really launch a mobile phone built by themselves, I am afraid the industry will not be as surprised as six months ago.
Nov. 5, when the Internet giant announced that the official involved in the wireless area of its own time, "almost certain" the Gphone has not surfaced, replaced by a mobile phone manufacturers, carriers, software developers and hardware providersformed the "Open Handset Alliance."
This Gphone hosting the Games would like to see people who are somewhat disappointed, but not a bad thing for the industry, "Union" was established that as "the Internet into the pocket," the promoters, Google out of the substantivestep in the integration of mobile phones and the Internet will be the trend.
Mobile Temptation
Months, Google entered the mobile space to rumors heard, most of which is about the Gphone's.There are even rumors, Gphone prototype has turned out to have seen a number of stakeholders.Some users to Google
Mobile statues, widely circulated on the Internet.
In fact, rumors about the Gphone is not groundless, Google's ambition is also involved in the mobile space a long time.
In 2005, Google quietly acquired mobile software company Android, a mobile platform developed its beginning.Then, Google has acquired two small companies just starting Reqwireless and Skia, they all have wireless communications experts.Google also continue to employ wireless communications professionals.
In addition, Google started with mobile phone manufacturers will gradually shift the field of Internet applications to the phone.Apple's iPhone handset to integrate Gmail, YouTube and electronic maps and other services, users can Wi-Fi network, enjoy Google offers e-mail, video, community, location and other services.Meanwhile, Google also cooperate with the LG will integrate Google's Web service LG mobile phones.
In the search field, Goolge also doing my part.It is with the mobile operators, vigorously promote mobile search, to seize the new market growth.
The first half of this year, the total number of global mobile phone users has exceeded 30 billion over the same period the global Internet computer users have just crossed the 1 billion mark.Growth in the global mobile phone market has gone beyond the PC market, and there is great potential to be realized.
As consumers, with the popularity of wireless Internet, more and more people are accustomed to using mobile phones as a network terminal.Phone is no longer just call, send SMS communication tools, the portability of mobile phones, travel, such as the Internet prior to buy air tickets before the PC, provides hotels, find hotels of the "homework" can also be done anytime, anywhere.
According to the China Internet Network Information Center report the latest statistics, only in China alone, more than 1 / 4 of Internet users use the mobile Internet, mobile phone number of Internet users reached 44.3 million.
Gradually blend in the mobile phone communications, data processing and other functions, become an important tool to obtain information when, whether it is Google, or other Internet giants, they can not resist the temptation behind the wireless Internet.
Google phone Raiders
Although Google did not produce their own cell phone, but set off in the mobile phone industry more waves.
The face of the popularity of mobile Internet in this application, Google must be looking for cell phone carriers for its content.On the one hand, Google should be
Mobile phone manufacturers have the support of the platform and services over the mobile terminal binding; the other hand, Google launched the service to get mobile operator network support.Google with mobile phone manufacturers and telecom operators to be more closely the relationship, led the establishment of "Open Mobile Alliance," Strategy as a key step in Google phone.
"Union" can be described as unusual luxury lineup, in addition to Motorola, Intel, Nvidia outside of these industry giants to join the seven carriers with the total to over 700 million users, including the world's largest mobile operators - China Mobile.However, in the "Union" on the list, and not Nokia, AT & T and other mobile phones "key" name.
According to Google introduced, called the "Andriod" open source development platform based on mobile applications, including operating systems, middleware layer, user interface customization, browser and other parts, while supporting real-time communication.
Through this platform, software development and application of mobile phones will be more simple, the same software on different mobile phone manufacturers to use the products, which is expected to change the mobile operating system and application software, "fragmentation" of the status quo, to break the barriers between brands.At the same time, the platform will be provided free of charge to users, in order to increase the flexibility to modify and extend.Google said its ultimate aim is to reduce costs, encourage innovation, streamline software development, thus breaking the monopoly of existing mobile platform technology.
Analysts believe that, Google is the hope that through this platform, using indirect means profit, and not like Microsoft, Symbian as the operating system to make money by selling.Therefore, the choice of business strategy, Google will be more open.
With the Google online services in the popularity of mobile devices, mobile advertising will become a new profit growth point for Google.Despite the current mobile advertising market is not big, but in the next few years, this market is expected to be rapid development.
According to Opus Research's forecast, by improving the mobile user's Internet experience, make more time for mobile Internet users increase, will increase mobile advertising revenue.End of this year, North America and Western Europe mobile advertising market will reach $ 106,800,000, to 2012 will reach 5.08 billion U.S. dollars, up 116% compound annual growth rate.
However, in the "Open Handset Alliance" in, Google will not do all the business operations, and will not be subject to a distributor.Consumers can also use Google services paid in different ways.Google and mobile operators will be a partnership.According to the style of Google, Google in mobile advertising on the part of the revenue share with operators, which helps subsidize phone prices, or share the consumer's communication costs.
"In the wireless platform to provide open source software, means that the future will be more expensive phones, but profits will be way different from the past." Google Greater China president Kai-fu Lee said.
Currently, the "Open Handset Alliance" has received Federal Communications Commission (FCC) for their support.FCC Chairman Kevin Martin said in a statement, networks, mobile phones and open the field of application layer will help the industry in innovation, while expanding the freedom of consumers to buy products and options.
Giants fight
U.S. research group Strategy Analytics Consulting's latest report, Android platform next year is likely to be 2% of the global share of smart phones.Neil, Deputy Director of Strategy Analytics
Mawston said, Android "will give the entire industry to bring a lot of resources and a strong online brand."
Some analysts said, Google's mobile strategy, in essence, against Microsoft's Windows Mobile and Symbian mobile phone operating system market and other vested interests.
The face of Android, Symbian is still optimistic.Nigel Clifford, CEO's response was, "This is just the addition of a Linux platform."
The third quarter of this year, with Symbian OS phone shipments reached 20.4 million, up 56% over last year.During this period, there are 134 models of Symbian OS phones sold in the market, but only 106 in the third quarter.Apart from outside North America, Symbian in other regions of the smart phone market with absolute advantage."We are the market leader, our goal is to continue to maintain its leading position." Clifford said.
In fact, Symbian three die-hard supporters - Samsung, LG and Motorola have joined the "Open Handset Alliance", which means, Symbian and Google's mobile platform in the mobile phone manufacturers in close combat.
On the other hand, compared to Google, Microsoft's operating system from the PC to the portable phone is more convenient, but more in line with consumer behavior, coupled with 5 years of market and technology accumulation, so Microsoft is not the nascent Androidas a threat.Microsoft believes that, "Google's Android system is not really something new or revolutionary things."
Currently, the company has grown into the second-largest mobile phone operating system provider.IDC latest data shows that Microsoft has with the global mobile phone manufacturers and 50 carriers signed a 160 agreement.According to Microsoft's plan, next year, with Windows Mobile operating system is expected to more than 20 million mobile phone.
However, taking into account a number of do not buy Microsoft's mobile phone users and vendors, Android is not without opportunities.
In addition, the challenge by Android and Apple.While including all the handset manufacturers, including Apple can use the Android platform, but Apple's competitors, Android is definitely a chance, with this platform, it can indirectly accelerate the pace to catch up Apple, allowing users access to iPhone users as the operatingexperience.
While Google CEO Eric Schmidt on Apple's board of directors still very secure, but in the published list of Alliance members, and not Apple's name.Raiders of the molding with Google phone, Google's relationship with Apple subtle changes taking place.
Apple has no involvement in the "Open Handset Alliance", it shows the prospect of Steve Jobs on Android still have doubts, in the end what Android will bring challenges iPhone, only wait until the launch of Google and partners to know when the mobile phone market, while the other, at least until next year.
Analysts pointed out that, Android's user base but also gradually "develop", and Apple is not always the lack of fans, so Apple would rather their "maverick."
When the content and carrier meet
"Absent", "Open Mobile Alliance," the major mobile phone giant, Nokia, there can not be ignored.
Over the years, Nokia has been constantly recruiting, and Google is different is the top spot in mobile phone market, Nokia, sit tight, "catching up" of the
On the content of their own shortcomings.
October 2006, Nokia acquired the world's largest independent music distribution platform Loudeye and mobile phone navigation software developer Gate5; this year in July, the acquisition of media-sharing site Twango; 9 month that it acquired mobile advertising company Enpocket.Especially in October to 8.1 billion acquisition of mobile digital map developer Navteq, which Nokia acquired in recent years, the most generous.
In addition, in August this year, Nokia also launched a new plan called Ovi to build mobile phone users worldwide, including portals, websites, mobile games, plus built before the online music site, Nokia is seeking to become a comprehensiveonline content providers.
Some analysts have pointed out that such intensive and "radical" action, sufficient to prove the contents of the Nokia desire in the future through the issuance of the wireless Internet market value in the "Nuggets."Gradual integration with the carrier on the content of the trend, Nokia will not new to Google as the representative of a deliberate attack forces turn a blind eye.
Nokia in the future whether to join the "coalition" approach remains unclear.As the largest shareholder in Symbian, Nokia has Symbian smartphone operating system has already made good on record, and its own strength, the content provider Nokia has also made considerable progress.However, Nokia's multimedia business unit, said the person concerned, the face of "alliance" opportunities, Nokia does not rule out adding "Alliance" as well.
Google's mobile strategy and the "Open Handset Alliance" can change the pattern of current mobile phone market? Too early to conclude now.Android for the newborn, there are still a long way to go.Mobile phones, Internet companies and operators is the fusion between the start of the handshake.Content, carriers and channels are indispensable, competition and cooperation has become inevitable.
With the next few years, 3G and other communication technologies to promote the gradual for the design of the products needed by mobile phone users, Google admits Kai-fu Lee to "from scratch."Of course, with increasingly strong financial resources, does not rule out Google through acquisitions to become "wireless giant" as well.
Links
Membership of the Open Mobile Alliance (total 34)
Google Nvidia Qualcomm (Qualcomm) TI (Texas Instruments)
Intel (Intel) China Mobile KDDI NTTDoCoMo
SprintNextel T-Mobile SiRF Telecom Italia (Telecom Italia)
Motorola HTC (HTC) South Korea LG Electronics Samsung
Skype Living Image Synaptics Ascender Corporation
Aplix Audience Broadcom TAT-The Astonishing Tribe
eBay Esmertec Marvell NMS Communications
Noser Nuance PacketVideo Telefónica Spain
SONiVOX Wind River