Google’s Android has got Microsoft Paranoid

And Here Google Comes..Again

Google has released Android, a mobile phone open source development platform allowing third party developers to create applications for mobile devices. Speculation about Google entering the mobile phone market has been around for a while, with many a rumour in the past few years about a Google smart phone called the G Phone. This definitely seemed like the obvious market move for the internet giant to directly compete with the iPhone, Blackberries and all the other smart phones out there. But instead they chose the soft over the hard and are now, rather then competing, are looking to re-invent the mobile phone market.

Open Source is the Future

The idea of open source is nothing new for Google who have developed many open source apps for the online community. Using this open ethos for the mobile phone market could change the industry all together. An open source platform means that instead of having software developed for each phone or brand, software can be developed for all phones; new applications can be downloaded and enjoyed by any user. Instead of upgrading software through purchasing a new phone the user can continually upgrade through downloading the latest software and apps that suit them.

Why Should We Do It When You Can

The genius of the open source Android project is Google’s incentive scheme to promote application and software innovation. They have set a side a modest $10m to incentivise third party developers to create ‘cool’ new applications for the Android platform awarding the best developers with large sums of cash. So instead of having to internally invest in application creation Google employ the public so they can get on with more important tasks… like ensuring their advertising revenue and developing more strategies to dominate the future off and online media spaces.

Uh Oh!

The reaction to this development from Microsoft’s charismatic CEO Steve Ballmer was the expected one. He has remarked that Google’s efforts were just ‘words on paper’, but these words come from the same man who claimed Apple’s iPhone would not be a success, and literally laughed at the now revolutionary design. Microsoft and Apple definitely have something to fear with Google’s Android project. Through developing open source development for mobile devises instead of focusing on cashing in on hardware development Google have made a lot of mobile phone producer and mobile service provider friends.

The Google Alliance

Google’s development of Android is in partnership with the open hand-set alliance, 34 mobile handset makers, application developers, chip makers and mobile service providers who believe in the future of open source platforms. This alliance includes some huge names in the mobile devices world and is looking to directly compete with the independents (Apple, Microsoft, Nokia, Palm, Symbian) who have all developed their own operation platforms.

Behind the Openness

Of course the real winner here is Google. Sure, Mobile phone manufacturers can sell more phones, service providers may be able to charge higher tariffs, but for Google this will bring another mammoth flow of advertising revenue their way and help them secure their place as a major player in the mobile device market. The Android is another step in the Google generation direction and will add to the fears of those already weary of their size and future capabilities of the media giant, but as long as they continue to develop ground breaking ideas and keep their competition on their toes we can’t complain too much.

This entry was posted on Thursday, August 21st, 2008 at 10:43 am and is filed under Mobile Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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