| Over the past decade, Google has become the | | | | begun to affect its chances of success. The biggest |
| dominant force on the web, processing over one | | | | barrier to Android's success is the sluggishness with |
| billion search requests per day. However, Google's | | | | which network providers are adopting Android |
| web dominance only extends to desktop PCs, which | | | | devices. In 2008 when Google launched its first |
| are slowly being replaced by mobile devices, with | | | | mobile device on T-mobile, it was widely thought that |
| over 3 times more mobile devices than desktops | | | | they would quickly enter into partnership with larger |
| being sold each year. The Android is Google strategy | | | | mobile network carriers such as Verizon and AT&T. |
| to extend its reach into the rapidly expanding mobile | | | | Their failure to do this has resulted in a slow uptake |
| market. | | | | of Android devices by consumers, as T-Mobile is only |
| The open source property of Android is Google's | | | | the fourth largest carrier in the US. |
| unique selling point. Google recognised that the mobile | | | | Mobile network providers may also be reluctant to |
| experience on the most part is inferior to the | | | | enter into partnership with Google because several |
| desktop experience due to the restrictions placed on | | | | applications developed for Android completely |
| mobile application developers. Apple, the | | | | circumvent their services resulting in a loss of |
| manufacturers of the iPhone have been known to | | | | revenue. The biggest example of this is Google |
| refuse to approve third party programs because | | | | Voice, which allows users to send text messages |
| they replace integrated features of the iPhone. | | | | through their phone's data plan. This means that |
| Android is a completely open platform that will allow | | | | there is no need for a Google voice user to have a |
| developers to create applications that call upon the | | | | text-messaging plan with their network since Google |
| use of any of a handset's core features. Android also | | | | Voice offers what is essentially free text messaging. |
| aims to give developers the tools to innovate by | | | | The Android operating system has also encountered |
| allowing applications to combine information from a | | | | resistance from manufacturers for a number of |
| variety of sources such as the internet or other | | | | reasons. Some manufacturers feel that the an open |
| mobile device users. | | | | source mobile operating system threatens their own |
| The Android operating system aims to bring the | | | | pre-packaged applications as network operators and |
| experience users enjoy on desktop PCs to the | | | | users will be able to completely re-customise an |
| mobile world. Mobile devices operate on a closed | | | | Android phone, rendering manufacturers' own |
| system where only applications approved by the | | | | applications useless. To compete effectively |
| manufacturer can be installed on devices. Mobile | | | | manufacturers want to be able to differentiate their |
| applications developers are usually forced to obtain | | | | phones and have a unique identity. |
| code-signing certificates, which cost both time and | | | | Some manufacturers fear that the emergence of a |
| money. With Android, developers will be able to install | | | | mobile operating system without any licensing fees |
| any application they develop instantly. The reduction | | | | could result in an influx of new manufacturers into |
| in development costs will open up the market to new | | | | the market as license fees act as a barrier to entry |
| developers. Since Android's success hinges on how | | | | to new firms. This will result in a loss of market share |
| third party developers react to the open system, the | | | | for the existing firms. |
| more developers able to develop for the system, the | | | | Google's Android has fulfilled part of the promise it |
| better for Google. | | | | had when it was first unveiled. It has lead to new |
| Google has a 16 billion dollar advertising empire on the | | | | and innovative applications being developed and |
| web and seeks to transfer this to mobile devices. | | | | allowed more developers to enter the market. |
| Although smaller screens pose a challenge to | | | | However, it is yet to live up to its potential. If it is to |
| advertising space, mobile devices also offer new | | | | succeed Android needs the support of more |
| opportunities, as due to their mobile nature location | | | | manufacturers and mobile network providers. In |
| based adverting can be used to market nearby | | | | November and December 2009 Verizon and Motorola |
| services to potential customers. All Android devices | | | | launched a new phone using Android, which is a step |
| will be constantly connected to the web to take | | | | in the right direction. Google has the influence and |
| advantage of location-based services. | | | | vision to completely revamp the mobile market and |
| For all the promise of Android, there are several | | | | with the help of their hardware partners, they are |
| barriers to its success, some of which have already | | | | likely to succeed. |