Google: Mobile Strategy in the Works

Few people could argue that Google is putting lots of efforts and resources to bump up its cell phone strategy. Eric Schmidt, Chief Executive at Google, said the Internet company’s mobile strategy centers on building software applications for cell phones as well as a platform on which other software developers can build. But there is much more flavor on his plain statement.

Google's strategy for cell phones has been identified as one of the company's priorities as it tries to extend its services and advertising to the roughly two billion consumers world-wide who use mobile devices. But to be successful, better mobile applications need to come out to the marketplace. In fact, Google is cooperating with telecom operators to develop new mobile applications. They have already discussed bringing such enhanced applications and services to market with at least two of the three major U.S. mobile carriers, AT&T Inc. and Sprint Nextel Corp., and several operators in Europe.

Today, Google already offers some mobile applications on a stand-alone basis, such as the Gmail email service and Google Maps. Problem is that they aren't available on all phones and carriers and aren't integrated into a single Google suite of services. Further, the small screen size of phones means that some mobile Internet services must be different from those used on computers, which makes developing new applications even more crucial. A Google's spokesman said the company has talked with handset manufacturers in Asia about putting all its applications into a line of new devices, but he didn’t provide any details.

Also, rumors are that the company is building its own operating system to run a suite of mobile-phone services. Even Mr. Schmidt said many more Google mobile applications are in the works. To be sure, the combination of a new set of phones with innovative applications is going to be person-to-person experience with people exchanging videos and other types of data. I still remember the first time I sent out an SMS (Short Messaging System) message from my mobile phone back in the 90’s. With all this new cool technology coming out soon, the experience will be like SMS on steroids.