Abstract
Having created, developed, grown and maintained the world' s most popular
internet search engine over the last decade, Google has turned its attentions
to the mobile market. For the last few years, many of its web services and
applications have been making their way to the mobile platform, as the take-up
has increased at recession-defying rates for mobile web access and, most
notably, for smartphones such as the iPhone and various BlackBerry models.
Illustrating just how much is at stake, and how intense competition has begun
for the mobile space, a new phase of rivalry between Google and Apple opened
with the resignation of Google CEO Eric Schmidt from the Apple Board of
Directors. In terms of products, a Google Voice native iPhone application
failed to win approval for entry into the iTunes App Store.
The stakes are increasing for Google, which is focusing more and more on
operating systems and runtime environments for applications on mobile. While
developing and extending the reach of its Android platform, Google is also
concurrently pushing browser standards such as Chrome and Android, and is
actively involved in defining HTML 5. Alongside Chrome OS, these initiatives
form key aspects in a greater push towards cloud computing and the web as a
development platform at the expense of operating systems, native programming
environments, and therefore mobile app stores - one of the tech sector' s most
recent success stories. With services and applications available directly over
the web rather than via downloads, Google could be well positioned to exploit
the increasing number of opportunities in its main area of interest, digital
advertising.
Should you be working with Google today? Will they be the major player in
mobile search technology or have they become too large to develop truly
innovative dedicated products?
The latest visiongain report Google in Mobile 2009 provides valuable
information to Google' s strategy in the mobile market. It examines the threat
posed to others by Google as the company becomes increasingly more involved in
the sector. It also analyses the opportunities that exist for operators and
manufacturers. How can you benefit from Google in mobile? Can you afford not
to work with them and miss out?
Reading this report will tell you the following:
- What are Google' s motives for entering the mobile platform?
- What acquisitions have Google carried out and what reason?
- What services have been made available on mobile?
- Which other services have the potential to be moved to mobile?
- How does the services of Google' s rivals compare to those offered by
Google?
- How can its rivals compete effectively with Google?
- What impact will Android have?
- Why did Google launch an operating system rather than its own branded
phone?
- How will Google' s rivals respond to an increasing market presence for
Android?
Find out the answers to these and many other questions by buying this vital
industry insight.
Who needs to buy this report?
- Mobile/cellular carriers and operators
- Wireless providers
- Handset manufacturers
- Digital and mobile advertising agencies
- Location based service providers
- Brands looking to tap into the mobile market
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