行動市場中的Google

Google is the world' s most popular internet search engine. However with more people in the world having access to a mobile phone than a computer, Google is turning its attentions to the mobile market. Many of its web services and applications are now making its way to the mobile platform. How will this affect your mobile service? Will Google come to monopolise the mobile industry as it has done with the internet? How can you work with Google?

Google have been making strategic moves in the wireless market and has been active in Mountain View, California and has been pursuing a wireless solution in San Francisco. It is also set to bid 2008 US Spectrum Auctions. What impact will Google have on the wireless market in the future? It has pledged $4.6 billion to free wireless spectrum. Will Google be involved with plans to allow access to any device, meaning users are no longer locked into carrier subscriptions?

With Google' s move into any area creating great interest, talk today is of them utilising balloons as a way of extending coverage. 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? Will Google' s backing of Fon in offering free worldwide wireless access to compete with mobile carriers be a success or will it go the way of Earthlink? Find out today.

The latest visiongain report Google in Mobile 2008 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?

• 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?
• What are the prospects for a "GPhone" in the future?
• How will Google' s rivals respond to the launch of Android?

Find out the answers to these and many other questions by buying this vital industry insight.

November 2007, also saw the launch of Google' s Android operating system, with the first Android-based handsets set to be released in H2 2008. It has teamed up with over 30 partners in the Open Handset Alliance to launch Android. How successful will Google and the Open Handset Alliance be with the launch of Android and what effect will it have on its competitors such as Symbian and Palm? The report also considers how Android will progress in the future and whether or not we will actually see a Google branded phone launched?

• 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

Table of Contents

• 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

• 2.1 Google - Synonymous with Success
  • Chart 2.1: Top Search Providers for January 2008
• 2.2 Google - A Brief History
• 2.3 Methodology
• 2.4 Focus of this report

• 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
    • Chart 3.1 Google Annual Revenue Growth (2002-2007)
  • 3.2.2 Google IPO
    • Chart 3.2 Google Share Prices
  • 3.2.4 Google Culture
    • 3.2.4.1 20% Time for Engineers
    • 3.2.4.2 Work Ratio for other Employees
      • Chart 3.3: Google 70-20-10 Time
• 3.3 Core Business - Internet Search
  • 3.3.1 A Unique Approach to Internet Search
  • 3.3.2 Ease of Use
  • 3.3.3 Search History
  • 3.3.4 Special Searches
• 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 Personalised Homepage
  • 3.4.6 Google Calendar
  • 3.4.7 Google Checkout
• 3.5 Google' s Current Activities Summary
  • Table 3.1: Google SWOT Analysis

• 4.1 Google' s Advertising Strategy
• 4.2 Advertising Acquisitions
• 4.3 Google and Mobile Advertising
  • Chart 4.1: Worldwide device usage
  • 4.3.1 Mobile AdSense
    • Table 4.1: Countries with Mobile AdSense
  • 4.3.2 Mobile AdWords
• 4.4 Google Advertising Overview

• 5.1 Early Google Acquisitions
  • Table 5.1: Recent Google Acquisitions 2006-2007
• 5.2 Acquisitions in detail
  • 5.2.1 Xunlei
  • 5.2.2 Adscape Media
  • 5.2.3 DoubleClick
  • 5.5.4 Panoramio
  • 5.2.5 FeedBurner
  • 5.2.6 GrandCentral
  • 5.2.7 Zingku
  • 5.2.8 Jaiku
• 5.3 Deals
  • Table 5.2: Google mobile deals
• 5.4 Aqcuisitions and deals overview

• 6.1 Why has Google Entered the Mobile Landscape?
  • Chart 6.1: Global Mobile Data Revenues 2008-2013
  • Chart 6.2: Mobile Data ARPUs
• 6.2 Google Mobile
  • 6.2.1 Google Mobile Background
  • Table 6.1: Technologies available for Google Mobile
  • 6.2.2 Google Mobile Internet and Image Search
    • 6.2.2.1 Google Mobile WebSearch
    • 6.2.2.2 Google Mobile Local Search
    • 6.2.2.3 Google Mobile Search User Interface
    • 6.2.2.4 Google Maps
      • 6.2.2.4.1 Google Maps Vs GPS
      • 6.2.2.4.2 End of the conventional map?
    • 6.2.2.5 You Tube
      • 6.2.2.5.1 You Tube Mobile
        • Chart 6.3: Shipments of video playing enabled handsets, 2008-2013
  • 6.2.3 Other Google Mobile Features
    • 6.2.3.1 iGoogle
    • 6.2.3.2 Google News
    • 6.2.3.3 Google SMS
      • Table 6.2: Google Mobile Services
    • 6.2.3.4 Mobile Gmail
    • 6.2.3.5 Google Checkout Mobile
    • 6.2.3.6 Google Product Search for Mobile
    • 6.2.3.7 Mobile Calendar
    • 6.2.3.8 Mobile Picasa Web Albums
  • 6.2.4 Revenue from Google Mobile
• 6.3 Google Mobile Overview

• 7.1 Who are Google' s Rivals?
  • Table 7.1: Google' s main rivals by business area
• 7.2 Microsoft
  • 7.2.1 Microsoft in Mobile
    • 7.2.1.1 Windows Mobile
    • 7.2.1.2 MSN Mobile
  • 7.2.2 Microsoft Key Acquisitions
    • Table 7.2: Recent Microsoft Acquisitions 2006-2008
  • 7.2.3 VoIP
    • 7.2.3.1 Media-streams.com
  • 7.2.4 Search and Advertising
    • 7.2.4.1 MotionBridge
    • 7.2.4.2 Tellme Networks
    • 7.2.4.3 Screen Tonic
    • 7.2.4.4 aQuantative
    • 7.2.4.5 AdECN
  • 7.2.5 Mapping
    • 7.2.5.1 Multimap
  • 7.2.6 Software and Services
    • 7.2.6.1 Danger Inc.
  • 7.2.7 Microsoft Overview
• 7.3 Yahoo!
  • 7.3.1 Yahoo! Acquisitions
    • 7.3.1.1 Verdisoft
    • 7.3.1.2 Right Media
    • 7.3.1.3 Actionality
  • 7.3.2 Yahoo! Mobile
    • 7.3.2.1 Yahoo! Go
  • 7.3.3 Yahoo! deals with mobile companies
• 7.4 Microsoft and Yahoo! merger?
• 7.5 Google' s Rivals Overview
  • Table 7.3: US Top three mobile sites visited
  • Table 7.4: UK Top three mobile sites visited

• 8.1 Launch of Android
• 8.2 Technical Information
• 8.3 Android features
  • Figure 8.1: Android Architecture
• 8.4 "Thousands of GPhones?"
• 8.5 Android and Mobile Advertising
• 8.6 Concerns about security
• 8.7 Why build an Operating System?
• 8.8 Open Handset Alliance
  • Table 8.1: Members of the Open Handset Alliance
• 8.9 Android Developer Challenge
• 8.10 Reaction to Android
• 8.11 Rivals
  • 8.11.1 Symbian
    • Table 8.2: Companies that shipped Symbian smartphones
    • Table 8.3: Symbian partners
  • 8.11.2 Nokia and its relationship with Symbian
    • Chart 8.1 Symbian Ownership
  • 8.11.3 Verizon
  • 8.11.4 AT&T
  • 8.11.5 Apple
  • 8.11.6 Microsoft
  • 8.11.7 Palm
• 8.12 Android Overview

• 9.1 Why has Google entered Wireless?
  • 9.1.1 Impact upon Existing Wireless and Mobile Companies
• 9.2 Google Wireless Ventures
  • 9.2.1 Google Wi-fi in Mountain View
  • 9.2.2 Google Wi-fi in San Francisco
  • 9.2.3 Dark fibre
  • 9.2.4 Investments into companies
  • 9.2.5 Anti-net neutrality laws
  • 9.2.6 Google Secure Access
  • 9.2.7 Spectrum auction
  • 9.2.8 Google Patents for Wireless Advertising
    • Table 9.1: Google wireless advertising patents
  • 9.2.9 Google Wi-fi Investment in Fon
• 9.3 Google Talk and VoIP
• 9.4 Why would Google Provide Networks?
  • 9.4.1 Google Wireless Threatens Others
    • 9.4.1.1 Google Wireless Data Threat
    • 9.4.1.2 Google Wireless Voice Threat
• 9.5 Google as a WVNO?
• 9.6 Google Wireless Summary

• 10.1 Conclusions
  • 10.1.1 Is Google a Threat to The Mobile Industry?
• 10.2 Recommendations
  • 10.2.1 For Google
  • 10.2.2 For Operators
  • 10.2.3 For Manufacturers

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