Yep, you heard that right, Google is (apparently) setting itself up to embed itself even further into our lives., as it is getting set to issue itâ€™s own phone to compete directly with Appleâ€™s iPhone. Sure, sure, we already know that Verizon has recently issued the Droid, that is powered by Google, so we are sort of wondering why the search giant would take the next step and issue its own phone to compete with, well, its own phone?
Apparently we are not alone in that thought.
Does Google want to change the cellphone industry? Is it worried that Android adoption will stall? I would say no on both counts. The Google phone is necessary because the company feels an Apple-like need to control the user experience.
We have seen this from Google already in its introduction of the Chrome browser and announcement of the Chrome operating system. Both were created to load web pages and applications faster and make them more central to the user experience, thereby benefiting Googleâ€™s search-advertising cash cow.
Google also likes end-to-end control of its own processes. It has made its own hardware for its search business – it thinks it knows best in putting together the servers that process search queries.
Interestingly enough, rather than selling their new phone (dubbed â€œNexus Oneâ€) through a wireless carrier â€” Google is planning to sell the phone online. Speculation is that at some point down the road, the company may choose to seek wireless partnerships in the future, which means that â€”at least initially â€” users would be required to buy their wireless service separately.
While the move gives Google flexibility to distribute software services such as email and maps without playing by wireless carriers’ rules, Google risks making new enemies among companies whose trust it has tried to win.
A Google spokeswoman declined to comment on how the phone might be received. In a blog post Saturday, Google said it was testing a new device running Android with its employees to “experiment with new mobile features and capabilities.”
Our observation is that Google is attempting to use the phone to help redefine itself in much the same way that Apple used the iPod to redefine itself several years back. This could get very interesting.