Report: Google in Mobile 2009 TOC

1. Executive Summary

1.1. Google' s Internet Success
1.2. Google' s Mobile Services
1.3. Google' s Future Strategies in Mobile

2. Introduction

2.1. Synonymous with Success
2.2. Google - A Brief History
2.3. Importance of Smartphones to Mobile Growth
- Chart 2.1: Smartphone Usage, 2009-2014
2.4. Focus and Objectives of this Report

3. Current Model and Services

3.1. Google' s Mission
- 3.1.1. Google is Not a Portal
3.2. Current Business Strategy
- 3.2.1. A Unique Business Approach
  - Table 3.1: Google Revenues ($ Billion)
  - Chart 3.1: Google Unique Visitors, July 2008-July 2009
- 3.2.2. Google Culture
  - 3.2.2.1. 20% Time for Engineers
  - 3.2.2.2. Work Ratio for Other Employees
    - Figure 3.1: Google 70-20-10 Time
3.3. Core Business - Internet Search
- 3.3.1. A Unique Approach to Internet Search
  - 3.3.1.1. Ease of Use
    - 3.3.1.1.1. Google User Experience
  - 3.3.1.2. Search History
  - 3.3.1.3. Special Searches
  - 3.3.1.4. Other Search Services
3.4. Other Business Areas
- 3.4.1. Google News
- 3.4.2. Gmail
- 3.4.3. Google Maps
- 3.4.4. Google Local
- 3.4.5. iGoogle
- 3.4.6. Google Calendar
- 3.4.7. Google Checkout
3.5. Google' s Current Activities Summary

4. Google Advertising

4.1. Advertising Strategy
- 4.1.1. Significance to Revenue
  - Chart 4.1: Google Advertising Revenue, 2006-H1 2009
- 4.1.2. Progression in Advertising
  - Table 4.1: Google Advertising Formats on Display
4.2. Advertising Acquisitions
- 4.2.1. DoubleClick
4.3. Google Mobile Advertising
- Chart 4.2: Global Device Usage, June 2009
- Chart 4.3: Device Sales Figures for Year 2008
- Table 4.2: Global Mobile Ad Spend, 2009-2014, Selected Formats ($ Million)
- 4.3.1. Acceptance of Mobile as an Advertising Model
- 4.3.2. Data Usage Improves Google' s Success
  - Chart 4.4: Mobile Data Traffic by Geography, 2009-2014
  - Table 4.3: Mobile Data Traffic by Geography, 2009-2014
- 4.3.3. Mobile Internet Usage Aids Advertising
  - Table 4.4: US Mobile Web Usage Trends, 2008-2009
  - Chart 4.5: Mobile Advertising Recall Rates
- 4.3.4. Mobile Adds Location Capabilities
  - 4.3.5. Mobile Advertising Market Drivers
  - 4.3.6. Barriers to Mobile Advertising
4.4. Google Advertising Products
- 4.4.1. Google AdSense
  - 4.4.1.1. Mobile AdSense
    - Table: 4.5 Countries Where Google AdSense for Mobile is Available
  - 4.4.1.2. AdSense for Mobile Applications
    - Table 4.6: Benefits of AdSense for Mobile
- 4.4.2. Google AdWords
  - 4.4.2.1. Mobile AdWords
4.5. Google Advertising Conclusions

5. Google In Mobile

5.1. Why Has Google Entered The Mobile Landscape?
5.2. Google Mobile
- Table 5.1: Opera Mini Mobile Search Engine Usage Rankings, May 2009
- Table 5.2: Opera Mini Mobile Web Ratings, June 2009
5.3. Google Mobile Products and Services
- 5.3.1. Blogger
- 5.3.2. Calendar
- 5.3.3. Docs
- 5.3.4. Earth
- 5.3.5. Gears
- 5.3.6. Gmail
- 5.3.7. GOOG-411
- 5.3.8. iGoogle
- 5.3.9. Mobile App
- 5.3.10. Mobile Search
- 5.3.11. News
- 5.3.12. Orkut
- 5.3.13. Picasa Web Albums
- 5.3.14. Product Search
- 5.3.15. Reader
- 5.3.16. Sky Map
- 5.3.17. SMS
- 5.3.18. Sync
  - Table 5.3: Google Sync Compatible Handsets
- 5.3.19. Voice
  - Table 5.4: Google Voice Feature Details
- 5.3.20. YouTube
  - Chart 5.1: YouTube Unique Visitors, July 2008-July 2009
- 5.3.21. YouTube Mobile
- 5.3.22. Google LBS Services
5.4. Google In Mobile Conclusions

6. Google LBA, LBS and Maps

6.1. LBS and LBA
- 6.1.1. Location Based Advertising
  - 6.1.1.1. How Are LBS Usually Provided?
    - 6.1.1.1.1. Radiolocation
      - 6.1.1.1.1.1. Through Base Stations
      - 6.1.1.1.1.2. Triangulation
        
        Figure 6.1: Mobile Phone Triangulation
    - 6.1.1.1.2. GPS
      - 6.1.1.1.2.1. A-GPS
      - 6.1.1.1.2.2. Increasing Usage
        
        Chart 6.1: Worldwide GPS-embedded Handset Shipments, 2009-2014
  - 6.1.1.2. Drivers to LBA
  - 6.1.1.3. Barriers to LBA
  - 6.1.1.4. LBA Advantages
  - 6.1.1.5. Current Market for Mobile LBA
    - Table 6.1: Advantages of LBA
  - 6.1.1.6. LBS Revenue
    - Chart 6.2: Global LBS Revenues, 2009-2014
  - 6.1.1.7. Will LBA Succeed in the Future?
6.2. Google Maps
6.3. LBS and Maps on Mobile
- 6.3.1. Google Maps for Mobile
  - Table 6.2: Google Maps for Mobile Supported Phones
  - 6.3.1.1. My Location
    - Figure 6.2: Google My Location Accuracy Upgrade
    - 6.3.1.1.1. Google Maps vs. GPS
- 6.3.2. Google Latitude
- 6.3.3. Google Street View for Mobile
  - Table 6.3: Google Street View Countries Covered
  - Figure 6.3: Google Street View Availabilty
- 6.3.4. GOOG-411 - Increasing Business Reach
6.4. LBA, LBS and Maps Conclusions

7. Android

7.1. Launch of Android
7.2. Android Features
- Figure 7.1: Android Architecture
7.3. Open Handset Alliance
- Table 7.1: Open Handset Alliance Members
7.4. Importance of Android for Google
- 7.4.1. Handset Increases Brand Awareness Further
  - Table 7.2: US Smartphone Market Share, 6 Months August 2008-February 2009
- 7.4.2. Android Handset Developments
  - Chart 7.1: Smartphone Traffic, Market Share According to AdMob, June 2009
  - 7.4.2.1. Acer
  - 7.4.2.2. HTC
  - 7.4.2.3. Motorola
  - 7.4.2.4. Nokia
  - 7.4.2.5. Samsung
  - 7.4.2.6. Sony Ericsson
    - Chart 7.2: Smartphone Shipments Running Open Source OS, 2009-2014
- 7.4.3. Applications
  - 7.4.3.1. Android Market
    - Chart 7.3: Applications by Platform, March 2009
    - Chart 7.4: Applications by Platform, June 2009
    - Chart 7.5: Android User Retention Levels
- 7.4.4. Competitive Threats
  - 7.4.4.1. Apple App Store
  - 7.4.4.2. BlackBerry Application Centre
    - Table 7.3: Blackberry Application Centre Categories
  - 7.4.4.3. Palm Software Store
  - 7.4.4.4. Symbian Horizon
  - 7.4.4.5. Windows Marketplace for Mobile
7.5. Development Opportunities
7.6. Android Developer Challenge
7.7. Android as an Enabler for Mobile Search, LBS and User Defined Content
7.8. Android OS Progression
- 7.8.1. Cupcake
- 7.8.2. Donut
7.9. Challenges for Android
7.10. Android Strengths and Weaknesses
- 7.10.1. Android Strengths
- 7.10.2. Android Weaknesses
7.11. Android Conclusions

8. Google' s Rivals in Mobile

8.1. Who Are Google' s Rivals?
- Table 8.1: Google' s Rivals by Business Area
8.2. Search Dominance
- Chart 8.1: Search Engine Usage Share, June 2009
8.3. Microsoft
- Chart 8.2: MSN and Bing Monthly Unique Visitors, July 2008-July 2009
- 8.3.1. Bing
  - 8.3.1.1. Bing for Mobile
    - 8.3.1.1.1. Bing - Verizon Deal
- 8.3.2. Microsoft in Mobile
  - 8.3.2.1. Windows Mobile
    - 8.3.2.1.1. LG Deal
  - 8.3.2.2. MSN Mobile
8.4. Yahoo!
- Chart 8.3: Yahoo! Unique Visitors, July 2008-July 2009
- 8.4.1. Yahoo! Mobile
  - Table 8.2: Yahoo! Mobile Availability
  - 8.4.1.1. Abandon Smartphone Solutions?
- 8.4.2. Yahoo! Go
- 8.4.3. Microsoft and Yahoo! Web Deal
  - 8.4.3.1. How Will Deal Effect Mobile?
8.5. Apple
- 8.5.1. iPhone OS X vs. Android
  - Table 8.3: iPhone OS X vs. Android Comparison
  - 8.5.1.1. Handset Rivalry
    - 8.5.1.1.1. Rivalry to Spread
- 8.5.2. Personnel Rivalry
8.6. Nokia
- Table 8.4: Mobile Vendor Shipments and Market Share, Q2 2009
- Chart 8.4: Mobile Vendor Shipments and Market Share, Q2 2009
- 8.6.1. Symbian Foundation
  - Table 8.5: Symbian Foundation Members
  - 8.6.1.1. Symbian Open Source Progression
  - 8.6.1.2. Challenges to the Symbian Mobile OS
  - 8.6.1.3. Opportunities for Development
8.7. Palm
- 8.7.1. Palm OS
- 8.7.2. webOS
8.8. RIM
- Chart 8.5: RIM Handset Shipments, Fiscal 2009 Q1-Fiscal 2010 Q1
8.9. Facebook Rivalry Possible?
8.10. Rivals Conclusions

9. Conclusions and Recommendations

9.1. Importance of Advertising
9.2. Is Google a Threat to the Mobile Industry
- 9.2.1. Openness The Target
- 9.2.2. Wireless Strategy Abandoned?
- 9.2.3. Further Growth Opportunities
9.3. Recommendations
- 9.3.1. For Google
- 9.3.2. For Operators
- 9.3.3. For Manufacturers

Companies Listed

3
1020 Placecast
Acer
AdMob
Adscape
AKM Semiconductor
Americal Movil
AOL
Aplix
Apple
ARM
Ascender
Ask
ASUSTeK Computer
AT&T
Atheros Communications
Audience
Baidu
BBC
Borqs
Broadcom
Buxfer
CBS
China Mobile
Dextra
Digia
DoubleClick
EA Mobile
eBay
Elektrobit
Facebook
FeedBurner
Freescale
FriendFeed
Friendster
Fujitsu
Garmin
Google
GrandCentral
hi5
HP
HTC
Huawei
Immersion
Inmote
Intel
KDDI
KTF
LG
Linux
LivingImage
Loopt
Marvell
Microsoft
Motorola
Myriad
MySpace
NBA
Nokia
Noser Engineering
NTT DoCoMo
Nuance Communications
NVIDIA
Oingo
OMRON SOFTWARE
Open Handset Alliance
Opera
Orange
Orkut
PacketVideo
Palm
Plusmo
Qualcomm
Renesas
RIM
Samsung
SanDisk
Sasken
Sesca
Sharp
SiRF Technology
SkyPop
SOFTBANK
SONIVOX
Sony
Sony Ericsson
Sony Music Group
Sprint Nextel
ST-Ericsson
STMicroelectronics
SVOX
Symbian Foundation
Symsource
Synaptics
TAT - The Astonishing Tribe
Teleca
Telecom Italia
Telefonica
Texas Instruments
The Sundance Channel
T-Mobile
Toshiba
Twitter
Unicom
Universal Music Group
Verizon
Visa
Vodafone
Warner Music Group
Wikipedia
Wind River
Wipro
Yahoo!
Yardex
Yicha
YouTube
Zoho

Google in Mobile 2009

Table of Contents

1. Executive Summary

2. Introduction

3. Current Model and Services

4. Google Advertising

5. Google In Mobile

6. Google LBA, LBS and Maps

7. Android

8. Google' s Rivals in Mobile

9. Conclusions and Recommendations

Companies Listed