Google in Mobile 2009

Published by: Visiongain

Published: Aug. 27, 2009 - 139 Pages

Table of Contents

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

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

Abstract

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\

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