How Significant Will Google "Nexus One" Be?

It's increasingly clear that a new Google-branded "Nexus One" unlocked smartphone will be sold in 2010. What remains unclear is how much impact the device will have, for a number of prosaic reasons. Unless Google has designed a dual-mode, multi-band device capable of operating on both GSM and CDMA air interfaces, roughly half the market will be inaccessible. Even if the device is GSM certified, it has to be built using a radio operating across all U.S. GSM bands, and that isn't entirely clear, yet.

It might be the case that the Nexus One simply has not yet been certified for AT&T's 3G spectrum bands, or for Sprint and Verizon networks using CDMA. For an unlocked device to work across all four of the major U.S. networks, that would be required.

So far, it appears the device is certified only on some of the U.S. GSM bands. What that means is that T-Mobile USA absolutely will be able to support the Nexus One. It might work on AT&T's spectrum as well, but it isn't completely clear that is the case, at the moment. So far, AT&T has declined to offer an Android-based device in its device line up.

That issue should be clarified soon enough. The other issue is the retail price of the phone. Unlocked phones can be bought now in the U.S. market, but few consumers do so, because of the price. Perhaps Google plans to subsidize the device, but if not, Nexus One will not be a mass market device at the start. Few consumers buy devices at $600 when a subsidized device costs $200 to $300.

Perhaps Google plans to offer an installment plan, which will help. If the Nexus One really provides a better user experience, it will be helpful. But if it is sold at full retail price, and works on just one U.S. GSM network, its impact will be limited, to begin with.

Google "Nexus One" Available in January 2010

A new Google-braned phone called the "Nexus One" will be available in January 2010, it now appears. The Android device apparently resembles the unlocked HTC Touch, runs Android 2.1 on a Snapdragon chip and has two microphones, according to a report by eWeek, supporting voice-to-text features.

The move represents a new tack for Google, which to this point has relied solely on handset and carrier partners to propagate Android-powered device in the retail market, with T-Mobile, Verizon Wireless and Sprint all selling Android devices.

Some observers say Google is bothered by a problem frequently encountered with open source software: incompatibilities that frustrate users and provide a less-than-optimal end user experience. Others might suggest Google simply wants to showcase what is possible by more-tightly integating hardware and software, as Apple's iPhone is able to do, providing a more-enjoyable and useful experience.

Why the Google "Mobile Lab" Test?

Whatever else Google may want to demonstrate with its "mobile lab" test, which apparently has Google employees globally testing an Android smartphone, the company likely wants to explore and highlight the use of the mobile device as an intelligent sensor able to use voice input, location and camera features to enrich the "what's around here" features of Google's search experience.

Google first launched "search by voice" about a year ago, and "looking ahead, we dream of combining voice recognition with our language translation infrastructure to provide in-conversation translation," says Google VP Vic Gundotra.

Google recently also introduced "What's Nearby" for Google Maps on Android 1.6+ devices, available as an update from Android Market. The application returns a list of the 10 closest places, including restaurants, shops and other points of interest near a user's location. Local product inventory will be added in 2010.

Visual search also is developing, Gundotra says. A picture taken by a Google-equipped device will return relevant search results based on that visual information, including information on landmarks, works of art, and products.

"Today you frame and snap a photo to get results, but one day visual search will be as natural as pointing a finger," says Gundotra.

Google Phone Appears to be an Unlocked GSM Device

Google's rumored phone appears to be an unlocked GSM device, to be sold under its own brand name, and built by HTC, TechCrunch reports.


What seems clear enough is that Google employees are testing something. Google says it is testing something it calls a "mobile lab," said to be "a device that combines innovative hardware from a partner with software that runs on Android to experiment with new mobile features and capabilities, and we shared this device with Google employees across the globe."

"Unfortunately, because dogfooding is a process exclusively for Google employees, we cannot share specific product details. We hope to share more after our dogfood diet," Google says.

Google-Branded Phone Coming in January?

Rumors about a Google-designed and Google-branded smartphone have circulated over the past several years, though the company consistently had denied the reports. But the rumors are building again. TechCrunch seems to think the umors are more credible this time.

To be sure, Google repeatedly has said it is not in  the phone-making business.  “We're not making hardware,” Andy Rubin, who heads up Google Android development. “We're enabling other people to build hardware.”

Of course, some might parse the words and say that Google doesn't have to build its own phone: it simply has to commission a company that does build phones, to build one, with tightly-integrated Google control over the software load. There are many nuances to such an approach.

The device could be tightly integrated, but not Google branded. It could be Google branded but not exclusive. It could operate as an unlocked data-only device on a single air interface or several.

A Google-branded and controlled device might fly in the face of the open source nature of the operating system, which so far has featured a loosely-coupled approach.

It also might open a new and unwanted level of channel conflict with the firms that are counting on Android to power their own devices and create a robust applications business. On the other hand, such a move could be viewed as an effort to demonstrate what is possible using Android, more than anything else.

The current rumors say the device is built by HTC, is quite thin, does not have a keyboard, and uses voice recognition for virtually all apps.

Cynics might argue "leaking" rumors of a game-changing device are a time-tested way of "freezing" sales of competitive devices. And there is at least some anecdotal evidence that some potential Android sales are on hold until the rumors convincing are disproved or confirmed.

To be sure, any Google move to build a tightly-integrated device, Google branded and supported, would be a fundamental shift in approach that would imperil its effort to foster widespread use of the Android operating system by a wide range of manufacturers and service providers.

Apple is the only company in the mobility business that delivers both the hardware and software on a tightly-controlled basis.

Google Adds "Place Pages"

One simple step any business can take to become more involved with mobile-based marketing is to take advantage of "Place Pages," a new feature Google is introducing.

Basically, a Place Page is a free one-page listing any business can sign up for, and which is available to mobile and PC-based searches using Google Maps.


Retailers can create a "Place Page" by going to the Google "Local Business Center" at
http://www.google.com/local/add/analyticsSplashPage?service=lbc&gl=us&utm_source=/lbc&utm_medium=van&utm_campaign=en&hl=en-US.

Listings are free to create. Think of it as a sort of enhanced phone book whose entries pop up on a Google Map search when a user is looking for something near a physical location.

There's more. The Place Page also allows retailers to create coupons, for example. Also, an analytics feature also allows retailers to track where customers are coming from and what they search for to find a particular retail location.

Android Now 14% of Mobile Web Sessions

If you are considering creating a mobile app, the Apple iPhone and Touch still represent the single largest target.

But Android is growing fast. According to an analysis by Flurry, Android users now represent 14 percent of mobile Web sessions.

The iPhone represents 50 percent and the iPod Touch generates 35 percent of mobile Web sessions.

Android seems to be taking share from the iPhone, but not from the Touch.