Google is preparing to revolutionize the mobile phone market with the release of its own smartphone, produced entirely by Google: software and hardware. A direct challenge to Apple, which until now was the only company to produce both the operating system and the mobile phone. A move destined to change the balance of the sector. Google (…)
Google is preparing to revolutionize the mobile phone market with the release of its own smartphone, produced entirely by Google: software and hardware. A direct challenge to Apple, which until now was the only company to produce both the operating system and the mobile phone. A move destined to change the balance of the sector. Google was already in talks with mobile operators to organize the launch of the first smartphone branded Google. The Mountain View giant wants to widen its presence in the hardware world, which until now has been quite limited.
Google indeed produces Android, the operating system that equips the 4/5 of mobile phones currently sold, and directly supports a series of smartphones made by some of its partners, such as LG and Huawei, by affixing the Google Nexsus brand. These are mobile phones made by others based on specifications identified by Google. But the production and marketing, even of this special line, remains the responsibility of the chosen partners. Google has always focused on the realization of the operating system. But things are about to change.The new device will be released by the end of the year that will see Google take total control over design, software, hardware and production. Although Android equips most of the phones sold, Apple firmly dominates the high-end market, with the highest margins and this band that Google wants to bet on Furthermore, the proliferation of manufacturers of hardware based on Android has made it difficult for Google to maintain a certain consistency of the operating system, because each manufacturer applies the operating system in a different way, releases updates at will (sometimes with great delay) and replaces some services provided by Android with its services.
Producing your smartphone directly means for Google to control the application of the software in its entirety and to guarantee the future of its services like Google Play Store. Not by chance just a few months ago Rick Osterloh, former president of Motorola, was hired to guide the division hardware. The ambitions are significant in this area.
The move could cause some concern in the European Commission that has already formalized an accusation of abuse of dominant position for Android that would favor, to the detriment of competing services, the use of Google search and the Chrome browser. This further step forward by Google could be read as an attempt to expand a de facto monopoly.