Adjacent player profile: Google

Date: April 23, 2010
Pages: 19
US$ 1,495.00
Publisher: Ovum
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: A1327CD9A87EN

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Adjacent player profile: Google
Of all the adjacent players, Google is the one that poses the greatest long-term threat to telcos and to the broader telecoms ecosystem. The company’s ambition and its willingness to invest massively in R&D is rapidly giving it the ability to offer a complete applications, content, and communications service platform to end users, applications developers, content providers, and advertisers alike. These assets are enabling it to outmaneuver traditional telecoms players around new service opportunities, and to increasingly threaten them in their core competency of communications.
Executive summary
In a nutshell
Ovum view
Recommendations for telcos
SWOT analysis
Google’s threat to telcos is multi-faceted
Platforms, applications, and investment set Google apart
Cloud DNA gives Google a deployment advantage
Google successfully links both developers and users
Google’s multi-screen strategy
CEO Schmidt puts “mobile first” for Google
TV attention will impinge on broadcast players
Google’s broadening application horizons
Search success still underpins Google’s business
Google has potential applications in many key spaces
Business and communications are Google’s next targets


Table 1: Google’s web/cloud platform assets
Table 2: Google’s device assets
Table 3: Google’s search and discovery applications
Table 4: Google’s content, social, and productivity applications
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