There has been much market excitement around Google and it's mobile ambitions. The mobile industry has been gossiping and sniping for ages now. Insider say the mobile project has been underdevelopment for 2 years or so. Headhunters have reported that Google have been snapping up mobile technologists from across the world to drive the project. The whispers continue today with a piece in the New York Times under the heading 'For Google, Advertising and Phones Go Together'.
Not much is new or evidenced based in the piece but it's fascinating stuff and well worth a read.
What seems clear is that the Gphone is well on its way and that Google's aim will be on extending it's hold on digital advertising to include mobiles. Google already know lots about us when we are at out desktops but absloutely nothing about us when we are on the move. They now want to add location/on the move information to the data they hold on each of us. Imagine how powerful the full set of personal data is for advertising and how valuable!
What is, also,pretty clear is that the Google play is a software play i.e the operating system rather than the handset itself (if there is one) will will be made by someone else.
It's not going to easy and the networks won't encourage Google crashing the party as they are fearful of being disaggregated but as the New York Times piece says 'if Google-powered phones prove to be a hit with consumers, carriers (networks) may feel pressure to follow suit'.
Also if Apple can do it with a cool box but poor operating system why can't Google with a cool operating system and someone else's Google branded box?
Who would bet against Google in the mobile space - they have brand, brains and bundles of cash but there is no doubt that they will need plenty of all three.
Bigger issue is do we as consumer want Google to know where we have been and what we have been doing?