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.

This latest report 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?

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

Companies & Organistations listed in report
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