This was quickly followed on November 12, 2007, with a preliminary release of Android SDK, as part of Google's $10 million developer challenge. This will help ensure that application and access openness is maintained on the mobile Internet as effectively as on the wired network to enable Google's ad model to spread as successfully as it has on the wired Internet; to open up the "closed" mobile industry ecosystem to Google's applications; and to enable Google to exert a strong influence over the development of the next-generation mobile OS.

Fueling the network neutrality debate — Since the US regulator (FCC) adopted four network neutrality principles designed "to encourage broadband deployment and preserve and promote the open and interconnected nature of the public Internet", Google and other web-centric companies have been lobbying the US Congress to codify these rules in favour of something called nondiscrimination in network design between the public and private Internet.

In short, Google wants regulation to ensure that the public Internet remains free from potential discrimination and content blocking but also wants equality between the public and private Internet at no cost to customers or web companies (in essence, no quality of service).

Looking to own both static and dynamic location information — Google has been investing heavily to develop the world's most complete storehouse of geographic and mapping data supported by innovative applications that can detect mobile devices. Google wants to be "the most-trusted source" and the best at matching up unique geographic location-based data so it can take advantage of just-in-time advertising opportunities derived from location-aware applications and bypass device manufacturers and carriers as the gatekeepers of location data.

Promoting "White Space" Spectrum development — Known as "white space" in the US and "interleaved spectrum" in the UK, this is the underutilised 800MHz spectrum that can be used to broadcast TV through the airwaves but also has highly favourable propagation characteristics for wireless broadband.

A powerful industry lobby backed by Google, Microsoft, Philips, Dell, HP, Skype and others (known as the Wireless Innovation Alliance) has been urging the FCC to develop rules to unlock the potential of TV white spaces. Google's interest in white spaces is another effort to ensure that there are viable broadband options available for their services. The spectrum, which will likely be released as an open spectrum in 2010, would become another means for bypassing the carrier access network.

Engaging in Business via Google's "Cloud" and SaaS Offerings — Google is looking to engage enterprises by getting them hooked on using Google's applications and cloud computing infrastructure. Making it easy for users to download Google applications and giving them free space on Google's cloud infrastructure will give Google great marketing insight to help it develop a presence within the small-and- midsize business (SMB) market initially, with eventual migration to larger enterprises where enterprises will come to Google for all their back-office SaaS needs.

The impact on carriers looking to generate revenue from the SaaS business model within the SMB market will require carriers to clearly differentiate their applications from Google or partner with it.

Source: WebWire