HSmith+strategy+report

TO: Proximity Mobile Team FROM: Hunter Smith DATE: January 5, 2010 SUBJECT: Google Android strategy analysis

Here is my Google Android / T-Mobile strategy analysis. Even though Google 's newly released Android phone has only been on the market for a day now, many spectators believe that it will be the most direct challenge for its competitor, Apple's extremely popular iPhone. Whether more mobile users decide to elect Google's Android, will hinge on Google's ability to advertise and induce their new device to the public.

Google began in 1996 founded by two Stanford University students, Lawrence Page and Sergey Brin. Google started as a search engine that attracted many internet users because of its usefulness ** and simplicity **. Google was incorporated as a privately held company on September 4,1998 but later made its IPO (initial public offering) on August 14, 2004. In the year of 2005 Google entered partnerships to improve their production and services. Recently, Andy Rubin a technology pioneer and vice president of engineering at Google launched a Smartphone called the Nexus One using an Android operating system manufatured by HTC (High Tech Computer Corporation) corporation.
 * Profile

Hoping to increase revenue, Google has designed its new Smartphone with features its competitors do not have (Cassella, 2010). The phone is being sold directly to the public with a new strategy instead of spending millions of dollars on marketing. Google is directly selling the Nexus One online to google customers for sales. Google believes they need to root the marketplace with what they believe is the best Android device.

Competitive Landscape ** The smart phone field is among one of the hottest in technology. Google has entered the competition against top rivals including Apple's iPhone, RIM's (Research In Motion) Blackberry and others. Although Apple's iPhone is by far the most popular to date of the smart phones, Google is pushing the technology so far that Apple will need to try produce a better smartphone.

Google faces great competition solely because Apple has been successful not only with consumers buying cell phones, but also getting various software companies to develop applications for its platform. Not only is Google competing with Apple, its competition with Microsoft is even stronger (Helft, 2010). Google and Apple have two different approaches to the cell phone market. Google sells through ads and Apple sells phones directly.


 * Googles Nexus One Strategy **

Google has chosen to battle against its competitors by not only releasing a new Android, but also developing an operating system for computers which of course targets Apples business. Google has a big year ahead of them. They will distribute the Nexus One to all four U.S. wireless carriers, where Apple is exclusively AT&T. Chrome OS is Google's operating system which is expected to launch next year as a portable netbook which Apple does not engage in now (Malik, 2010). Google eventually expects to offer Chrome OS for laptops and desktop computers.

Since Google's primary business is advertising, the objective of making a great margin on the new Android is not the goal. Google is looking to potentially expand the marketplace.

** Gen-Y Implications Even though Google does not control the mobile world, their new Nexus One smart phone is advertised by the best and directed toward Gen-Y users as being preeminent. The Nexus One comes equipped with multiple homescreens which allows the mobile user to customize their phone with their favorite applications, for example YouTube which is also owned by Google. Although, the price of the unlocked version of the phone is pricey which may turn off a large margin of Gen-Y mobile users, however, this strategy allows unlimited flexibility to service your phone to the wireless company of your choice so you are not stuck with a contract like the competitor Apple and AT&T.

I believe that Googles new superphone greatest challenge is to over come the fact that it cannot plug into your music collection so easily like an iPhone can. An iPhone is a web browsing, songs in your pocket, phone that is very popular among millenial users because of the number of people who own an iTunes account. Although, the Nexus One does plug into the web, email, calendar, social media, search and contacts functions, Google, the company that controls online web searching, should focus more on making computers.

References**

Malik, Om. (2010, January 5). //Google's mobile chief andy rubin on the google phone//. Retrieved from []

Helft, Miguel. (2010, January 5). //Google introduces nexus one, its rival to the iphone//. Retrieved from []

Guest Post, 3rd Geer. (2010, January 2). //Nexus one review//. Retrieved from []

Cassella, Dena. (2010, January 5). //Google nexus one reviews//. Retrieved from []