9
Mar

Android remains a difficult opportunity for Google to successfully manage

2-Color-Design-Hi-Res-100px-widthGoogle recently announced its intention to proceed with a wireless data service. The latest spin on this decision, exemplified by an article published on the Wall Street Journal web site on March 8, 2015, takes this step as an indicator of a new, more frugal Google. But seen from a different angle it looks like an aggressive shot at Google’s partners in the Android alliance.

The title of the Journal article is Google: The Value of Thrift. The piece was written by Dan Gallagher and points to some recent steps taken by Google, which Gallagher presents as evidence of real follow through on points made during their most recent Quarterly earning report. Gallagher writes about the report: “Google hinted that it might curb its spending after a year in which capital expenditure surged 49% to nearly $11 billion.”

Gallagher finds an important example of this new campaign, at work, in some public announcements from Google about their decision to go forward as a wireless data provider. Gallagher notes “The Wall Street Journal also reported that the [wireless service to be offered by Google] will be limited to customers using Google’s own Nexus phones, which make up only a small portion of the overall Android market.”

But if I were the President of Samsung, or LG, or any other of Google’s partners in the Android mobile O/S effort, I don’t think I would be too pleased to learn the team managing the overall Android stack has just now decided to debut a promising wireless data effort (to deliver high quality/very high speed wireless data services from pipes supplied by T-Mobile, Sprint and more) for only its own phones. Why not mine too? I venture this phrase bounced around a few conference rooms when the news of this plan broke during Mobile World Congress 2015.

In my opinion this move is simply the latest in a series of steps likely to cause more headache for Google than anything else. The real sore spot, of course, is the damage a self-serving deal like this one can wreak on a very important recent effort on Google’s part to improve its penetration of the enterprise computing market. Certainly Android partners like Samsung are critically important to the success of this effort. Research has demonstrated enterprise IT organizations look at the Samsung Android device platform as one of, if not the only, line of Android devices worth serious consideration for an enterprise rollout. So why leave them out in the cold on this one?

It’s hard for me to get behind Google’s “moon shots” when they stumble around as they appear to have done on this one.

Ira Michael Blonder

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