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The CliffsNotes To Google’s Mobile Lesson

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Google (NSDQ: GOOG) whittled its mobile businiess down to the basics for its third ‘educational’ webcast of the year Monday. The company’s three main points:

1) Simple data plans, more powerful mobile browsers, and better smartphones are driving usage of the mobile internet. Specifics: Google alone has seen mobile search traffic jump five-fold over the last two years and there are now 50 million active users of Google’s mobile maps.

2) Google will invest in mobile apps. Executives showed off Google’s new mobile product search as well as ‘Goggles,’ which lets people search by taking a picture from their phones.

And 3) Google’s goal is to make mobile advertising easy. As an example, engineering VP Vic Gundotra demonstrated how an advertiser could target mobile phones simply by selecting a different radio button on a website.

Now for the hard parts, which came up during the question and answer session. Will mobile searches take away share from desktop ones? Answer: No (Think of a person going out to lunch who pulls out his or her phone on the way to make a search, Gundotra said).

As for the importance of the AdMob acquisition—which is in regulatory limbo—Gundotra said he was limited in what he could say but did mention that the mobile ad network space is “highly competitive as (Apple’s) acquisition of Quattro demonstrates.” And when it comes to Apple’s lawsuit against Google partner HTC, Google’s Mario Queiroz said that while Google wasn’t a party in the suit, “we stand behind the Android operating system and the partners who (we) have worked very closely (with) to develop it.”

CFO Patrick Pichette implied in response to yet another question that the company would maintain its Android business in China even if it shut down its search business in that country, as is widely expected. “China is another great market in which Android should flourish,” he said.

Class dismissed.

Mar 15, 2010 4:36 PM ET

The Mobile Internet, According To Google

Posted In: Mobile, Search, Companies, Google, Android

  • Joseph Tartakoff

    Hey Ed, It might be all rehash—but it got you to bring up some great points. Thanks! Joe

  • This information is all old and rehash stuff. Absolutely nothing new.

    Is this how Google round up writers to them talking about Google?

    Here is my class on mobile search and I know what I’m talking about:

    -The term “mobile search” is comedy at best - more funnier than “real time search” in my opinion.

    The real mobile science is just-in-time information retrieval, meaning the ability to look up information from geographical input, audio/visual input using speech recognition or camera recognition of barcodes or physical objects. It’s funny for someone in 2010 to think of tapping some keywords on a search box on a mobile phone as the direction.

    The big lesson and this is not what they don’t want to tell you - these type of mobile services are for the emerging 5 million metropolis around the world, not for the suburbanites. There are going to be millions of touch points from digital signage to 2D stickers in high traffic urban areas a mobile phone can draw marketing revenue from. 

    Please note that I did not say “advertising” but “marketing” because there will be fundamental shift in mobile revenue generation from “impression advertising in mobile content” to “just-in-time offers” designed to create impulse purchase or spread word of mouth.

    Which brings me to my last point - I don’t know too much about the mobile internet - I believe the mobile device will be more of a magic wand to undercover real information and at most, use the internet to send/receive data….

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