Google in Mobile 2009

Publication Date	August 2009
Publisher	Visiongain
Product Type	Report
Pages	139
ISBN Number	not applicable
Product Code	VIS00139

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Summary

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

Content

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
- 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
  - 3.2.2. Google Culture
    - 3.2.2.1. 20% Time for Engineers
    - 3.2.2.2. Work Ratio for Other Employees
- 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
  - 4.1.2. Progression in Advertising
- 4.2. Advertising Acquisitions
  - 4.2.1. DoubleClick
- 4.3. Google Mobile Advertising Million)
  - 4.3.1. Acceptance of Mobile as an Advertising Model
  - 4.3.2. Data Usage Improves Google's Success
  - 4.3.3. Mobile Internet Usage Aids Advertising
  - 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
    - 4.4.1.2. AdSense for Mobile Applications
  - 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
- 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
  - 5.3.19. Voice
  - 5.3.20. YouTube
  - 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
    - 6.1.1.1.2. GPS
    - 6.1.1.1.2.1. A-GPS
    - 6.1.1.1.2.2. Increasing Usage
    - 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
    - 6.1.1.6. LBS Revenue
    - 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
    - 6.3.1.1. My Location
    - 6.3.1.1.1. Google Maps vs. GPS
  - 6.3.2. Google Latitude
  - 6.3.3. Google Street View for Mobile
  - 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
- 7.3. Open Handset Alliance
- 7.4. Importance of Android for Google
  - 7.4.1. Handset Increases Brand Awareness Further 2009
  - 7.4.2. Android Handset Developments 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
  - 7.4.3. Applications
    - 7.4.3.1. Android Market
  - 7.4.4. Competitive Threats
    - 7.4.4.1. Apple App Store
    - 7.4.4.2. BlackBerry Application Centre
    - 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?
- 8.2. Search Dominance
- 8.3. Microsoft
  - 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!
  - 8.4.1. Yahoo! Mobile
    - 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
    - 8.5.1.1. Handset Rivalry
    - 8.5.1.1.1. Rivalry to Spread
  - 8.5.2. Personnel Rivalry
- 8.6. Nokia
  - 8.6.1. Symbian Foundation
    - 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
- 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
List of Tables
- Table 3.1: Google Revenues ($ Billion)
- Table 4.1: Google Advertising Formats on Display
- Table 4.2: Global Mobile Ad Spend, 2009-2014, Selected Formats ($
- Table 4.3: Mobile Data Traffic by Geography, 2009-2014
- Table 4.4: US Mobile Web Usage Trends, 2008-2009
- Table: 4.5 Countries Where Google AdSense for Mobile is Available
- Table 4.6: Benefits of AdSense for Mobile
- Table 5.1: Opera Mini Mobile Search Engine Usage Rankings, May 2009
- Table 5.2: Opera Mini Mobile Web Ratings, June 2009
- Table 5.3: Google Sync Compatible Handsets
- Table 5.4: Google Voice Feature Details
- Table 6.1: Advantages of LBA
- Table 6.2: Google Maps for Mobile Supported Phones
- Table 6.3: Google Street View Countries Covered
- Table 7.1: Open Handset Alliance Members
- Table 7.2: US Smartphone Market Share, 6 Months August 2008-February
- Table 7.3: Blackberry Application Centre Categories
- Table 8.1: Google's Rivals by Business Area
- Table 8.2: Yahoo! Mobile Availability
- Table 8.3: iPhone OS X vs. Android Comparison
- Table 8.4: Mobile Vendor Shipments and Market Share, Q2 2009
- Table 8.5: Symbian Foundation Members
List of Figures
- Figure 3.1: Google 70-20-10 Time
- Figure 6.1: Mobile Phone Triangulation
- Figure 6.2: Google My Location Accuracy Upgrade
- Figure 6.3: Google Street View Availabilty
- Figure 7.1: Android Architecture
List of Charts
- Chart 2.1: Smartphone Usage, 2009-2014
- Chart 3.1: Google Unique Visitors, July 2008-July 2009
- Chart 4.1: Google Advertising Revenue, 2006-H1 2009
- Chart 4.2: Global Device Usage, June 2009
- Chart 4.3: Device Sales Figures for Year 2008
- Chart 4.4: Mobile Data Traffic by Geography, 2009-2014
- Chart 4.5: Mobile Advertising Recall Rates
- Chart 5.1: YouTube Unique Visitors, July 2008-July 2009
- Chart 6.1: Worldwide GPS-embedded Handset Shipments, 2009-2014
- Chart 6.2: Global LBS Revenues, 2009-2014
- Chart 7.1: Smartphone Traffic, Market Share According to AdMob, June
- Chart 7.2: Smartphone Shipments Running Open Source OS, 2009-2014
- Chart 7.3: Applications by Platform, March 2009
- Chart 7.4: Applications by Platform, June 2009
- Chart 7.5: Android User Retention Levels
- Chart 8.1: Search Engine Usage Share, June 2009
- Chart 8.2: MSN and Bing Monthly Unique Visitors, July 2008-July 2009
- Chart 8.3: Yahoo! Unique Visitors, July 2008-July 2009
- Chart 8.4: Mobile Vendor Shipments and Market Share, Q2 2009
- Chart 8.5: RIM Handset Shipments, Fiscal 2009 Q1-Fiscal 2010 Q1