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Google mobile mission: Not lifting off as expected?
News analysis: …and what about Android?

By Marguerite Reardon

Published: Monday 11 February 2008

Google sees mobile as its future but the company's success in the mobile realm may not be a given.

With half the world's population soon owning a mobile phone, the opportunity to reach more people on the web via a mobile device is huge. Research firm Gartner predicts worldwide mobile advertising revenue will grow from less than $1bn last year to $11bn in 2011. Google has already been adapting its web search, mapping service and advertising tools to work on mobile phones.

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The company has also spearheaded the Open Handset Alliance - which advocates open standards for mobile software - in an effort to co-ordinate its work with that of handset makers, chip developers, application developers and mobile-phone operators.

Because Google has dominated search and advertising on the traditional internet, the expectation is that the company will also take the mobile market by storm using the same tools and the same strategies. But shoehorning its existing web tools and applications onto a tiny mobile phone isn't going to be easy.

Farhad Divecha, director of the search and mobile marketing firm AccuraCast, said: "In some ways Google is now the incumbent. Their search products and advertising tools aren't the best right now, so there's a good chance someone could come in and do it better."

Google first came on the scene a decade ago with a new search algorithm that could serve up better and more relevant content to users than had ever been done before. So while other companies, such as Alta Vista and Yahoo!, had been in the search business for years before Google came along, it was this giant leap forward in the user experience that catapulted the company to success.

It is not surprising that search was one of the first tools Google adapted for mobile phones. And by most accounts the tool works fine. When used with the Google Maps application, mobile users can even search for local restaurants and get directions to each establishment.

But critics of Google's mobile search tool say its results aren't always as relevant as results from a desktop Google search.

Yahoo! Go, a similar application, is considered more robust and more user-friendly than Google's search tool.

Greg Sterling, principal of Sterling Market Intelligence, said: "Yahoo! has been far more aggressive than Google in doing business development relationships with handset makers around the world and thus has more direct handset and carrier deals. Of the two companies, Yahoo! is probably farther along in some respects than Google is."

Google is also limited in the information it can gather about a subscriber's usage patterns and location because carriers are unwilling to share subscriber data, said Jorey Ramer, founder and vice president of corporate development for JumpTap, a company that provides mobile search and advertising software used by mobile operators to develop their own search services.

JumpTap, which is currently working with 16 carriers around the world, is able to access this user data because it collaborates directly with these carriers, Ramer said. Google, on the other hand, could become a direct competitor to carriers, including AT&T and Verizon Wireless, if it wins spectrum licences in the 700MHz spectrum auction now being conducted by the Federal Communications Commission.

Also, Google's business model depends on its consumer brand and its direct relationship with consumers. Ceding too much control to Google makes carriers nervous because they don't want their services to become commoditised.

Brian Cowley, chief executive of mobile ad provider Ad Infuse, said: "Carriers appear less likely in the near term to partner with the portals [such as Google] because they know what they will have to give up in exchange."

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