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November 29, 2007

Why Google's 'Android' Is More About Advertising and Less About Business

By Calvin Azuri, TMCnet Contributing Editor

According to an exclusive special report from TelecomWeb, “Google's recently announced ‘Android’ (News - Alert) is ‘just another mobile Linux’, rather than any real technical innovation. Google has unveiled its long-expected thrust into the mobile-phone market. So far, Google (News - Alert) only has come up with a business plan that encompasses the consumer market, with no real value for enterprises.”



 
And Google's plan doesn't depend on the technology behind Android. "Will Enterprises Take The Google Gamble?”smoke and mirrors," Stuart Zipper, Senior Editor at Telecomweb.com, was quoted as saying in the report.
 
"The Google plan involves controlling Android development to make sure it provides access to, and supports, rich advertising content, both static and video. And critically, it depends on making sure Google is the conduit for that advertising so it can reap the same golden profits it rakes in from advertising on its market-beating search engine. There is little or nothing new Android brings to the table in terms of enterprise-communications needs that can't already be served by any of the many feature-phone operating systems already extant, including several already based on Linux," Stuart Zipper, senior editor at Telecomweb.com, was quoted as saying in the report.
 
"That could well leave the enterprise market the stepchild in Google's plans, with little to recommend Android-powered phones. But the enterprise market is exactly where the most expensive 'smartphones' and PDA/phones, i.e., the BlackBerries of the world, yield the highest revenues. And that enterprise market is ripe for Linux, just as much as for any other operating platform, if there's a standard programming interfaces (APIs) for developers - and such projects do exist, though Google seems to be ignoring them and trying to shoulder everyone else aside", Stuart Zipper, senior editor at Telecomweb.com, was quoted as saying in the report.
 
The report compares Google's projected market share between the consumer and enterprise markets, and it finds a significantly higher share on the consumer side.
 
"The bottom line is that we think, in the long run, enterprises are going to be most comfortable with smart handheld devices that run an operating system that supports applications that meld seamlessly with their back offices. And Google has no strategy we can see to do that with Android," Zipper, was quoted as saying in the report.
 
TelecomWeb encompasses:
 
·        Global market-intelligence InfoTrack reports
·        Daily e-letter TelecomWeb news break
·        TelecomWeb wireless
·        TelecomWeb broadband and TelecomWeb policy content packages
·        Tariff consultancy Tarifica and
·        The Web-based business-telephony-product database TelecomTactics
 
Calvin Azuri is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
 
Don't forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users.







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