The first Google Android powered mobile device is set to be launched today; the first major plunge taken by Google into mobile technology. The G1, manufactured by Taiwanese HTC, will run on the Android operating system and is set to significantly increase the capabilities and usability of mobile devices.
Apple kick-started the mobile revolution with the launch of the iPhone, and now Google are set to join the industry with well founded high hopes and expectations. Google have developed Android to run its vast array of products, such as Gmail and Google Maps, and will allow for unparalleled Internet access through their new Chrome browser.
What does this mean for advertising? The prospects are quite literally extraordinary - it is predicted that the mobile advertising market could be worth £5.5 billion by 2011. At present, the majority of mobile users own regular feature phones, and do not have data plans in place to allow cheap and fast access to the web.
The iPhone and now Android technology will revolutionise our mobile browsing habits, with search queries set to swell as we seek information on the move. This has been proven through research in the US mobile market from comScore. The iPhone has a relatively small market share, but 80% of these users have Internet access, compared with just 10% from the mass market feature phones. As the market share swings in the direction of these new generation phones, the Internet will become available on the move for the majority of users.
Typically, Google has big ideas about how we will be able to use this in everyday life. For example, your mobile device will know that you have a family holiday planned, and will automatically inform you of the best ways to get to the airport, the best deals on hotels close to the airport or a selection of the best restaurants near your destination. We may no longer need to even think if Google keeps up their rate of innovations.
As with Google Chrome, the developments being made by Google will only drive innovation and creativity within the industry. However, Nielsen (pdf) report that it will not be plain sailing for Google, as they attempt to overcome a much more complex marketing environment. They are set to learn a lot very quickly, and their ability to adapt to the unknown conditions will shape their success. Mobile marketing is still a very young industry, and therefore consumer reactions to ads is still relatively unknown.
However, the brand strength associated with Google will surely go a long way to alleviate any reservations customers may have. Why would so many millions of people use their products on their computers every day, but not be keen to make use of them on their phones? Given time and sufficient development from Google and co, there is no reason why this will not take off.