Google in Mobile and Wireless: Analysing The Impact and Assessing The Threat of The

Google in Mobile and Wireless: Analysing The Impact and Assessing The Threat of The Search Giant's Market Entry

Product Type: Market Research Report
Published by: Visiongain
Published: May 2006
Product Code: R155-173

Description

Google, the world’s most popular search engine, is continuing its business growth and is starting to push into the mobile and wireless markets with increasing focus. The company, synonymous with web searching, sees the mobile and wireless sectors as highly important areas for growth as more users will be accessing the internet through these mediums. With a company like Google, known for its innovation, user-friendliness and market challenging approach, any moves into a related industry must be closely examined, monitored and analysed by those already in the industry. In this report, visiongain explores Google’s strategy in both mobile and wireless in the medium-term future, and discusses the significant opportunities and threats that the company poses to current industry players.

How will Google affect your operations? Should you be working with the company to leverage its expertise in search and other related services? Or will Google’s products disrupt your business? Either way, you need to assess how its entry will impact the mobile and wireless industries.

With a number of specific and beta-phase, mobile search product offerings, Google has already entered the mobile and wireless sectors. This product development is set to grow, and with a serious marketing and collaborative push the search giant could have a significant impact on the current status quo in these markets.

Google Mobile is the company’s own offering to the mobile/cellular world, allowing the usage of Google’s internet search engine on mobile devices. More products are being introduced to Google Mobile, including access to Gmail, an SMS query service and Local Search options. As the advertising-led product offerings are free, Google can already be seen as a threat to some mobile content providers. With mobile operators outsourcing content production and portal management, how do the services offered by Google fit with the key product areas provided to subscribers already? How can operators and manufacturers make the most of this?

The company has already partnered with operators, including Vodafone and T-Mobile, and manufacturers, including Motorola and Sony Ericsson, to provide Google search and is becoming more heavily involved in product development for the mobile market. Which service areas will Google focus on? Where do new mobile services fit with Google’s existing strengths? What are the implications of Google’s partnerships with operators and manufacturers? Which operators or manufacturers will benefit most from a deal with Google? And which stand to lose the most? By purchasing this report, you will find the answers to these questions.

In addition to cellular, Google has also made some interesting moves into the Wi-Fi market too. The company provides free wireless coverage to its hometown of Mountain View in Silicon Valley, and has also combined with ISP Earthlink to win the bid for Municipal Wi-Fi coverage of nearby San Francisco. In this deal, Google will offer free wireless coverage to the city. With Google already offering its own VoIP service, Google Talk, this report shows how the company can be considered a threat to US mobile and fixed operators. Do you know what other moves Google has made towards this end? How will this affect your business? What would be the implications if Google adopted the first wide-scale Wireless Virtual Network Operator model?

This 80+ page report answers key questions, such as:

What are Google’s strategic visions and future plans in Mobile and Wireless?
How will Google’s business model translate to these two areas?
What are Google’s current areas of activity in this space?
What strategies and opportunities are open to Google in mobile and wireless?
Will Google enter the MVNO market, or continue to market its search services through partnerships?
What are the implications of Google’s potential WVNO plans in the US and Europe?

Why you should buy this report:

Operators - Google is a potential threat to your business, through VoIP over Google wireless networks, as well as mobile search and content provision. You need to understand the impact that Google will have. By reading this report, you will be able to determine whether you should be partnering with Google or strategically assessing its entry into the market from a distance.
Handset Manufacturers - Assess the usefulness of incorporating Google onto handsets and whether or not this could have detrimental affects. Understand the importance of Google to the user experience and the mobile internet. Learn whether the Google brand will be more important to operator and end-user customers than your own brand.
Mobile Content Providers - Find out how Google will be in competition in areas such as mobile email, LBS and search. Gain insight into how Google will approach the market and how you can best react.
Search Engines and IT companies - Google’s strategy to diversify outside of the confines of the fixed-line internet into mobile and wireless is one that needs to be studied - whether it is a serious competitive threat, one to emulate or simply to provide inspiration for broadening your approach to mobile and wireless. Understand how Google will expand its business model even further.

Please Note: Reports are sold based on the user licenses indicated. The Publisher delivers the report in Flash format via the publisher website, allowing viewing and printing capabilities only. Within one to two business days after placing the order, the Publisher will email the client with information on accessing their purchase. Prior to initiating fulfillment of an order, the client will be required to sign a document detailing the purchase terms for a publication from this publisher.

Table of Contents

Chapter 1 Executive Summary: 1.1 Google's Internet Success; 1.2 Google’s Mobile Services; 1.3 Google’s Wireless Services; 1.4 Google’s Future Strategies in Mobile and Wireless
Chapter 2 Introduction: 2.1 Google - Synonymous with Success; 2.2 Google - A Brief History; 2.3 Methodology; 2.4 Focus of this report
Chapter 3 Google Current Model and Services: 3.1 Google; 3.2 Current Business Strategy; 3.3 Core Business - Internet Search; 3.4 Other Business Areas; 3.5 Google's Main Rivals; 3.6 Google’s Current Activities Summary
Chapter 4 Google Mobile: 4.1 Why has Google Entered the Mobile Landscape?; 4.2 Google Mobile; 4.3 Google Mobile Industry Deals; 4.3 Google in Mobile Issue for the Industry; 4.4 Google Mobile Summary
Chapter 5 Google Wireless: 5.1 Why has Google entered Wireless?; 5.2 Google Wireless Ventures; 5.3 Google Wireless Advertising Model; 5.4 Google Wifi Investment in Fon; 5.5 Google Talk and VoIP; 5.6 Google Wireless Summary
Chapter 6 Google Future Strategies for Mobile and Wireless: 6.1 Google: A Secretive Giant; 6.2 Google Mobile Market Future; 6.3 Google Wireless Future; 6.4 Google Growth
Chapter 7 Conclusions and Recommendations: 7.1 Conclusions; 7.2 Recommendations
Appendix A Lead author’s profile
Appendix B About visiongain
Appendix C Report evaluation form

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