Google's Android Reshapes the Mobile Market
Over the past ten years, Google has become the dominant force on the world wide web, processing over one billion search requests per day. This leadership has, until recently, been primarily focused on desktop and laptop computers, while mobile devices (e.g. smartphones) have begun to accelerate in market share and adoption rapidly in the last few years. Android is a core part of Google's strategy to extend its reach into the rapidly expanding mobile market.
The open source nature of Android is Google's unique selling point. Before entering the mobile market, Google reviewed the shortcomings of the market and approached it with a more open attitude, embodied in ther Android OS. One prime example of the restrictiveness of the mobile market has been Apple, a company renowned for refusing to permit applications that enhance or substitute themselves for the native Apple functionality. The Android platform is completely open, allowing developers to tap into its core elements and expand on them. Google's Android operating system also aims to give coders tools they can use in unique ways to combine and leverage information between applications and even external sources such as the web and other devices.
Google's Android platform ultimately aims to re-create the familiar rich experience familiar to desktop PC users on mobile devices running Android. On several mobile hardware platforms, the system or environment is closed, allowing only programs approved by the manufacturer to be installed and used. In such environments, programmers have to attain certificates and other proofs of approval from the manufacturers; these certificates are often an additional revenue stream for the hardware companies. In the Android environment, programmers are able to install any application they develop instantly. This approach leads to reduced development costs and cycles, and in turn opens up the mobile market to many new developers. Since Android's success hinges on how third party developers rspond to the system, the more developers who are able to develop for the system, the better for Google.
Google has a 16 billion dollar online advertising empire and is seeking to expand this to mobile devices. The nature of mobile devices suffers some limitations - for example, their smaller displays - but they also offer tremendous opportunities such as geo-targetted marketing and awareness. Because Android mobile handsets are always connected to the web, they can use location-based modules and applications.
While the Android operating system has many advantages, it also possesses some barriers to its success. One hurdle to the adoption of Android devices is the slowness that network carriers initally showed about the platform. When Google first released the Android platform in late 2008, it was solely available on the T-Mobile network with the expectation that other carriers such as AT&T and Verizon would adopt it fairly quickly. When this expectation did not immediately materialize, some thought the platform was doomed.
Since then, though, Android devices have expanded to be offered by other carriers, such as Verizon, AT&T, and Sprint.
The Android platform has lived up - and even exceeded - many of the hopes and dreams its user base initially had for it. Its approach to embedded systems and infinite possibilities for creative programs is unparalleled.
In November and December 2009 Verizon and Motorola launched new phones using Android, which is a step in the right direction. Based on past performance and programs, Google has a unique ability to remake markets, and the mobile device market looks to be no exception to that.
