Android Nexus One

Revolution

&

Hezi Taniani. IDC Herzliya 2010

The story began in:

2004: Google interested to shift its search & Applications onto mobile phones

2005: Acquired Android, a small start-up based in Palo Alto, CA

2007: set a goal to develop, along with 50 tech companies, an open standards for mobile devices

2008: in corporation with AT&T, Google unveiled the first Google phone – G1

Nov 2009: Acquired Admob, a mobile display advertising company for

750,000,000$

So, What is up to?

• 6 January 2010:Google's new phone to protect mobile advertising base / Maggie Shiels

(source: http://news.bbc.co.uk/2/hi/technology/8442712.stm )

- It's all about the mobile web, and advertising is their bread and butter

- First time Google has designed and sold its own consumer hardware device.

- 2010 is the first time Apple is going to have to chase something

Nexus One Ad

Source: http://www.youtube.com/watch?v=I6COwgigJ-g

Competition:

Why Android might wins:

• Hardware Options

• Developer Freedom

• Killer Cloud Connectivity

• DRM-Free Media

• Sergey and Larry

“Google's biggest, most important announcement today isn't the Nexus One smartphone's feature set, specifications, or which carrier networks it will work on. It's Google's business model that matters.

Specifically, it's that Google is going to be the place you buy the phone from. That is, as we first predicted last month, the real, big change from the old Android model to today.” (Dan Former)

Advertising:

Nexus One Leaves Customers Sour/ Priya Ganapati

• Bad 3G connectivity

• A high early termination fee

• poor customer support from Google

• problems with the touchscreen

 Forecast:

(Source: Morgan Stanley :“The Mobile Internet Report”, 2009)

Technological determinism Theory

Q & A

Hezi Taniani. IDC Herzliya 2010