Google in Mobile 2011: Building a Sustainable Competitive Advantage

Date: June 22, 2011
Pages: 131
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US$ 2,325.00
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Publisher: Visiongain
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: GF43D14D88AEN
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Google in Mobile 2011: Building a Sustainable Competitive Advantage
Google's Success in Mobile Search & Advertising - How is it Consolidating its Position?

Google has been dominating desktop internet search and advertising for almost a decade now. It has deployed an aggressive strategy which is swiftly occupying the mobile space. Google is dominating the global mobile search market with a market share of 97% for mobile searches worldwide. Optimising its core expertise, Google has managed to anticipate the mobile demand and is constantly optimising its services to anticipate future trends. Visiongain estimates Google's mobile search advertising revenues to reach $2.85 billion by 2016.

Google is currently facing a difficult task in forming a more cohesive internal strategy, which, if left too long, might see its strategic advantage in mobile evade it. This report analyses Google's unique business methods, how it is leveraging its core competencies to consolidate its position and whether its strategies are effective in overcoming market barriers and industry challenges.

Expanding Core Competencies - Can You Afford to Stand Back?

Google is adding value to its existing online services and products by ensuring their availability on mobile platforms. Geo-target targeted information and data collection are enabling it to harness the full potential of mobile advertising. Its accelerated deployment of free services and open-source models is squeezing out competitors and conferring upon it a significant competitive advantage, allowing it to quickly overtake established market players. By 2016, visiongain expects Google's Android to hold a 46% market share in the mobile OS segment. Find out in this report what areas Google is investing and if it is successful in acquiring and increasing its market share.

Capitalising on Mobile Success - Strategies and Potential Revenues

Google is committing considerable resources in order to better assert its market position, spending in 2010 more than $3.76 billion in research and development and $7.31 billion in acquisitions. It has been active in seeking new partnerships and making numerous acquisitions in order to offer competitive products. In addition, Google is expanding into new markets and investing in new technologies which it believes will shape the future of mobile. This report investigates Google's ventures and projects and evaluates their potential with regards to product innovation, evolution in the mobile segment and the demands of the market.

Why is Google so Important?

The mobile industry is undergoing significant structural changes as a result of convergence and technological progress. Google is quickly dominating a broad spectrum of activities pertinent to industries beyond data services and the internet. It is proving to be one of the biggest and fastest-growing conglomerates in digital services and its enterprises affect everyone, from end-users to multi-national corporations. It is staking a place in the mobile operating system with Android in a bid to turn it into a multi-purpose OS but it is also facing significant challenges due to fragmentation issues. The success and the challenges of this particular mobile venture affect a vast and diverse number of companies and associations. Read this report to understand the intricacies of industry relationships which have evolved around the Android OS.

What is Different about this Report?

We conducted an independent and unbiased non-vendor affiliated assessment of Google in mobile. This report offers a global and holistic view on a company whose name has found its way into the English language dictionary in just over a decade. We believe our research will help you to better assess the market potential of the company.
  • Salient features explored in this research include:
  • The impact of Google in the mobile segment
  • How Google search and advertising is dominating mobile platforms
  • The importance of location-based services for Google in advertising
  • How Android is successfully overtaking other mobile OS
  • Google's deployment of online products and services into the mobile segment
  • How Google's strategies and business model affect the mobile landscape
  • The report includes forecasts and in-depth analysis of Google's mobile strategies.

Who needs to read this report?
  • OEMs: Google remains a digital service provider, which means that it needs to partner with OEMs in order to ensure that its products find a host. Its open-source and free business model for a number of its services means that it does not deal in exclusive collaborations but is open to a multitude of partnerships.
  • Network Operators: Google is not an MVNO and is not able to provide connection services directly to its users. It must collaborate with carriers and operators in order to ensure its services are available on the mobile networks.
  • Software Service Providers & Application Developers: Google is heavily investing in the Android platform and the Android Market. It is also increasingly acquiring a number of software companies in order to consolidate its market position. Google is a strong champion of developers and publishes a range of open-source SDKs in its quest to optimise its own services in the mobile landscape.
  • Merchants, Vendors & Advertisers: Advertising is Google's core competency and it leads the market both on desktops and in mobile. The growing popularity of Android, its domination in search capabilities, the successful harnessing of LBS and its venture into mobile payments makes Google an extremely attractive platform for advertisers and merchants who wish to expand into mobile.
  • Investment Companies: Google's revenues are increasing at an exponential rate and its numerous ventures and acquisitions are paving the way for a critical role in the mobile industry. Its increasingly dominant position as a global OTT service provider means that it is a major force which is shaping the mobile landscape.
EXECUTIVE SUMMARY

E.1 Google's Aggressive Move to Mobile
E.2 Key Mobile Markets
E.3 Migrating Google's Product Portfolio
E.4 Sustaining a Competitive Advantage
E.5 Key Points of the Report

1. INTRODUCTION: GOOGLE IN MOBILE

1.1 The Google Success Story
1.2 Internet Search Dominance
1.3 Expanding Core Competencies
1.4 Leveraging Mobile Growth
1.5 An Ambitious Mobile Strategy
  1.5.1 Using the Cloud to Optimise Product Portfolio
1.6 Aim & Scope of the Report
1.7 Questions Answered by the Report
1.8 Structure of the Report
1.9 Methodology

2. LEADING THE MOBILE SEARCH MARKET

2.1 Why is Mobile Penetration Significant?
2.2 Google's Position in the Mobile Search Landscape
  2.2.1 A Dual Mobile Search Strategy
  2.2.2 Riding on Apple's Success
2.3 The Strategic Value of Mobile Search
  2.3.1 Partnering with Carriers
2.4 Value Added Features - Google Search App
  2.4.1 Voice Search
  2.4.2 Google Goggles
  2.4.3 Instant Search
  2.4.4 Search History
2.5 Mobile Search - A Growing Business
  2.5.1 Segment Diversity
  2.5.2 Smartphone Search Drives Purchasing
  2.5.3 Capitalising on Mobile Search

3. MOBILE ADVERTISING STRATEGY

3.1 How Much is Mobile Advertising Worth?
3.2 The Competitive Landscape
3.3 Porting Online Advertising Competencies to Mobile
3.4 Mobile Advertising Product Portfolio
  3.4.1 Mobile Search Advertising with AdWords
    3.4.1.1 Click-to-Call and Call Metrics
    3.4.1.2 Mobile Ad Sitelinks
    3.4.1.3 Hyperlocal Distance Information with Local Extensions
  3.4.2 Mobile Display Advertising
    3.4.2.1 The AdMob Network
    3.4.2.2 AdSense and AdMob Integration for Mobile Content
    3.4.2.3 DoubleClick in Mobile
3.5 Market Dynamics in Mobile Advertising
  3.5.1 Market Barriers
    3.5.1.1 Antitrust Issues
    3.5.1.2 Fierce Competitors in the Mobile Ad Market
  3.5.2 Financial Outlook

4. BUILDING ON LOCATION CAPABILITIES

4.1 Market Dynamics in LBS & Mobile Advertising
4.2 Leveraging Location Based Technology
  4.2.1 Google Map Tools
  4.2.2 Regulatory Barriers to Location Based Data Collection
4.3 Banking on Near Field Communication
4.4 Exploring the Mobile Payments Market
  4.4.1 Google Wallet & Google Offers
  4.4.2 Developing NFC Solutions for Retailers
  4.4.3 The NFC Landscape
4.5 A Viable Return on Investment?

5. ANDROID DRIVING THE MOBILE OS MARKET

5.1 The Mobile OS Landscape
5.2 Significant Revenue Potential
5.3 Android Architecture Driving Towards Inter-Operability
5.4 Android Apps - Ensuring Growth While Minimising Risks
  5.4.1 Android Market Dynamics & Revenue Stream
  5.4.2 Security Issues Could Slow Growth
5.5 Challenges & Market Barriers
  5.5.1 Device & Android Fragmentation
  5.5.2 The Internal Competitor - Chrome OS
    5.5.2.1 Chrome Harnesses the Power of the Cloud
    5.5.2.2 Android Offers Development Potential
    5.5.2.3 A Successful Hybrid Strategy?
5.6 Head to Head with Microsoft
5.7 Android's Open Accessory Development Kit
5.8 Mobile OS and Beyond

6. FORGING A PLACE IN THE MOBILE SEGMENT

6.1 Optimising Google Products & Services for Mobile
  6.1.1 Leveraging Cloud Capabilities
  6.1.2 The Importance of Mobile Video
  6.1.3 Opportunities in Mobile Social Networking
    6.1.3.1 The Buzz Conundrum
    6.1.3.2 Cornering the Mobile Music Market
    6.1.3.3 Social Media Endeavours
6.2 Penetrating the Carrier Market with Google Voice
  6.2.1 Implications for Operators
  6.2.2 The Sprint Deal
6.3 Analysis of Google's Strategy & Position in the Mobile Market
  6.3.1 External Analysis - Adapting to a Shifting Market
    6.3.1.1 Competitors
    6.3.1.2 PEST Analysis
  6.3.2 Internal Analysis - An Innovative Business Model
    6.3.2.1 Free & Open Source Underscores Mobile Dominance
    6.3.2.2 Challenges in Social & Networking Segments
    6.3.2.3 Pursuing Future Mobile Markets
    6.3.2.4 The Importance of Partnerships & Acquisitions
  6.3.3 SWOT Analysis

7. CONCLUSIONS

7.1 Successful Deployment of Mobile Search & Advertising
7.2 Market Positioning and Leveraging the Power of Co-opetition
7.3 Future Growth Markets in Mobile Products & Services
7.4 Major Findings of the Report

LIST OF CHARTS

Chart 1.1: Projected Total Google Profits 2011 -2016
Chart 1.2: Web Search Engine - Global Market Share 2011
Chart 1.3: Projected Global Sales of Smartphones & Tablets 2011 - 2016
Chart 2.1: Mobile Penetration and Internet Access Worldwide and by Market 2010
Chart 2.2: Mobile Search Market Share by Region 2011
Chart 2.3: UK Portal Search Market Share 2011
Chart 2.4: US Portal Search Market Share2011
Chart 3.1: Projected Mobile Advertising Revenues 2011 - 2016
Chart 3.2: Mobile Advertising Market Share 2011
Chart 3.3: Mobile Display Advertising Market Share 2011
Chart 3.4: Google Mobile Advertising Revenues - Breakdown 2011
Chart 4.1: Projected Global Value of Location Based Services 2011 - 2016
Chart 4.2: Projected Global NFC Revenues 2011 - 2016
Chart 5.1: Projected Global Mobile OS Market Share 2011 - 2016
Chart 5.2: Mobile OS Market Share by Country 2011
Chart 5.3: Projected Global Mobile Device Shipments by OS 2011 - 2016
Chart 5.4: Global App Store Market Share 2010
Chart 5.5: Free vs. Paid Apps in Android Market & Apple App Store 2010 - 2011
Chart 5.6: Devices Running Android Q1 2011
Chart 6.1: Year on Year Growth in Mobile Data Usage 2009 - 2010

COMPANIES LISTED

Acer
Amazon
Apple
Arduino
Ask
AT&T
Bling Nation
Boku
Citigroup
Clear2Pay
Daum Communications
eBay
Facebook
First Data
Google
HP
Ingenico
JiWire
Jumptap
LinkedIn
Mastercard
Microsoft
Millennial Media
MySpace
Netflix
NHN Corporation
Nokia
OpenX
Orange
PayPal
PlaySpan
RIM
Roku
Samsung
Skype
Spotify
Sprint
T-Mobile
Twitter
ValueClick
VeriFone Systems
Verizon Wireless
Visa
Yahoo!
Zong
LIST OF FIGURES

Figure 1.1: Google Products & Services Diversification
Figure 2.1: Google Search App Parameters
Figure 2.2: Google Goggles - Landmark Recognition
Figure 2.3: Google Goggles - Language Recognition & Translation
Figure 2.4: Google Instant - Search Speed
Figure 2.5: Google Consumer Survey - Where Smartphone is Used
Figure 2.6: Most Searched Topics on Mobile Devices 2011
Figure 2.7: Google Consumer Survey - Local Information Seekers Are Ready To Buy
Figure 2.8: Google Consumer Survey - Types of Mobile Ads Noticed
Figure 3.1: Google Mobile Ads Solution
Figure 3.2: Google Mobile Search Advertising with AdWords
Figure 3.3: Google Mobile Search & Content Advertising Formats
Figure 3.4: Google Click-to-Call Feature
Figure 3.5: Google Mobile Ad Sitelinks
Figure 3.6: Google Hyperlocal Advertising
Figure 3.7: Mobile Display Ad Formats
Figure 3.8: AdMob Display Formats
Figure 3.9: AdSense on Mobile
Figure 3.10: AdMob vs. iAd
Figure 4.1: Google Patent - Determining and/or using location information in an ad system
Figure 4.2: Google Maps for Mobile Features
Figure 4.3: Google Wallet
Figure 4.4: Google Wallet Ecosystem
Figure 4.5: Google Places Window Sticker & Mobile App
Figure 4.6: Market Players Investing in NFC for Mobile Payment Systems in the US
Figure 4.7: NFC Market Barriers & Drivers
Figure 5.1: Android OS Layers
Figure 5.2: Android Open Accessory Development Kit
Figure 6.1: Google Cloud Print
Figure 6.2: YouTube Partnerships 2011
Figure 6.3: Google Patent for Social Messaging User Interface 2011
Figure 6.4: Google Voice Challenges & Advantages
Figure 6.5: Google Main Mobile Competitors by Segment 2011

LIST OF TABLES

Table 1.1: Google Actual and Projected CAGR 2001 - 2016
Table 1.2: Google Revenue Growth Q1 2011
Table 1.3: Google Expenses & Spending Q1 2011
Table 1.4: Google Search Market Share 2011
Table 1.5: Google Strategic Acquisitions 2004 - 2010
Table 1.6: Google Mobile Product Portfolio 2011
Table 2.1: Mobile behaviour in the US, EU5 (UK, Germany, France, Spain and Italy) and Japan - October, November, December 2010
Table 2.2: US Search Engine Carrier Alliances 2011
Table 2.3: UK & US Page Views from Search Portals 2011
Table 2.4: Consumer Survey on Mobile Search March 2011
Table 3.1: Google Mobile Advertising Revenue and Growth Rate 2011 - 2016
Table 3.2: Google Advertising Revenues 2010
Table 5.1: Android Versions & Release Dates
Table 5.2: Android Challenges 2011
Table 5.3: Sample of Malicious Android Apps 2011
Table 5.3: Chrome OS vs. Android OS
Table 5.4: Chrome OS vs. Android OS
Table 6.1: Acquisitions by Google in 2010 - 2011 (Mobile and Desktop Start-ups)
Table 6.2: PEST Analysis of Google 2011
Table 6.3: BCG Matrix of Google Mobile Products 2011
Table 6.4: SWOT Analysis of Google's Mobile Strategy 2011
Table 7.1: Key Strategies Pursued in Mobile
Table 7.2: Google Partners in Mobile

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