Google's Motorola Mobility Buyout: 10 Possible Outcomes

 
 
By Don Reisinger  |  Posted 2011-08-15 Email Print this article Print
 
 
 
 
 
 
 

News Analysis: There is little doubt that Google's proposed buyout of Motorola Mobility for $12.5 billion will significantly alter the course of the mobile industry in any number of ways. But if approved, it is sure to strengthen Android's position in the market.

Google has made the extremely surprising decision to acquire Motorola Mobility for a whopping $12.5 billion in cash. The deal marks a 63 percent premium on Motorola Mobility's stock price at the end of the day on Friday, and means that for the foreseeable future, Apple and Google will be locking horns even more than many thought they would.

Although Google will need to suffer through the long and arduous regulatory approval process, the company plans to close the deal by the end of this year or early next year. When it does, it will finally be able to implement its strategy for capitalizing on what some investors might believe is a huge sum for a company that might or might not deliver a worthwhile return.

Regardless, Google's acquisition of Motorola Mobility is already sending shockwaves throughout the mobile space. The buyout, if approved, will likely change the shape of the mobile industry in a number of unforeseen ways.

Read through the following items to find out what could result from Google's decision to acquire Motorola Mobility.

1. Real Google phones

The Nexus One and the Nexus S might be branded with Google's logo, but they aren't really made by the company. Now with Motorola's help, the search giant can fully control the design and marketing of its own branded phones. Does that mean an iPhone killer is on the way? It's probably too early to tell. But considering Motorola was already doing a fine job of offering smartphones and it will soon have Google's cash coffers on its side, it might just deliver even more innovative devices in the coming months.

2. Serious concern from Android vendors

By acquiring Motorola, Google has potentially hurt its relationships with other vendors. After all, prior to the acquisition, Google was simply providing software. But now that it's in the hardware business, the same company that's offering vendors such as Samsung and HTC mobile operating system software is now competing with them. That's not necessarily a good thing for most companies, and it could shake up how smartphone OEMs support Android in the future.

3. Trouble for Apple

There's little question that Google's Motorola Mobility acquisition is bad news for Apple. Prior to the announcement, Apple didn't have a single competitor with the size and influence needed to take down its iPhone. But now that Google has made a bid for Motorola, Apple potentially faces a competitor with the scale to seriously challenge its position in the smartphone market. Some might be happy to see Apple face stronger competition. But rest assured that Apple is not one of them.

4. An eventual end to the Motorola name

For now, Google and Motorola Mobility are saying they will operate the handset maker as an independent entity. And over the short term, one can expect Motorola to continue offering devices under its own name. But over time, expect that to end. Google will want to use its own branding on new handsets because of its broader brand appeal. What's more, the search giant won't want its devices confused with Motorola Solutions, the company that Motorola Mobility was spun off from. Simply put, it's time to say good-bye to Motorola's branding.



 
 
 
 
Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.
 
 
 
 
 
 
 

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