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Market Research Report
Google in Mobile 2009
| Published by |
Visiongain |
| Published |
August, 2009 |
Product code |
100714 |
| Content info |
139 pages |
| Price |
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Google in Mobile 2009 published by Visiongain in August, 2009. This report consists of 139 pages and the price starts from US $ 2331.
Abstract
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.
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?
The latest visiongain report Google in Mobile 2009 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?
Find out the answers to these and many other questions by buying this vital
industry insight.
Who needs to buy this report?
- 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. 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
- 4.3. 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
- 4.5. 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
- 8.3.2.2. 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 Listed
- 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
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