The Hidden Costs of a Google Phone
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5. The iPhone model is not best
Although Apple's approach with the iPhone has
been successful, it's really not the best way to be doing business in the
mobile market. Apple's success in the cell phone industry is the exception, not
the norm. And to be forced to improve hardware while monitoring software just
isn't ideal. It's costly. Google has made the right move by offering software
to other vendors. Why change course now?
6. There are greater opportunities in operating systems
It's important for Google to remember that software offers the best
business opportunities. It can continue to profit from the sale of each
Android-based device, while improving its software to attract other vendors and
consumers. There has always been big money in operating systems. That won't
change any time soon.
7. Carrier confusion
Assuming Google releases a Google Phone, will it be available on multiple
carriers or will it be exclusive to a single carrier? It's not an easy decision
for Google to make. Apple has made the industry believe that being tied to a
single carrier is the best idea. But as the Palm Pre and BlackBerry Storm have
shown, it's not. And as a software provider, Google
must maintain strong ties with multiple carriers. Entering into an
exclusive deal (or eschewing a couple of carriers) just isn't an option. Why
get muddied in carrier politics?
8. Does Google really need it?
I understand why Motorola wants to release an Android-based phone. But why
would Google? The company is extremely successful. Its online business is
booming; it's well on its way to releasing an operating system that could
revolutionize the software market; and in the last few months, Android has
started to take root in the mobile business. Things are going well for Google.
Why chance it with a smartphone?
9. It's a slippery slope
Releasing a smartphone quickly turns into a slippery slope. Within 24 hours
of the release, the company will receive reports that there are issues
affecting its phones. From there, it will need to address them before they get
out of hand. As time goes by, Google will need to continue dealing with those
problems and keep track of what competing manufacturers are doing while it
prepares for a follow-up device. When that phone is released, the clock starts
all over again. Software is far more manageable, has a longer market cycle and
can be controlled more effectively than hardware.
10. Hardware is an expensive game
Developing software is expensive. But after an operating system is
developed, it requires iterative updates over several years to be improved. It's
not so cost-intensive after the initial investment. But hardware is entirely
different. If the Google Phone is successful, the
search giant will undoubtedly enter into an "arms race" against the
iPhone. And in the process, it will need to improve its software more
rapidly, all while ensuring that the Google Phone itself stays a step ahead of
the iPhone. That could significantly increase Google's cost basis, and, in
turn, reduce its profit margins.
It's just not worth it.
