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September 18, 2008

Google is displaying a lot of enthusiasm and is trying hard to publicize its new Android mobile platform to the wireless community. So much so in fact that its first Android wireless handset will be available on September 23.

Google's new Android phone is a touch-screen unit with a jog ball and a QWERTY keyboard. Combined with an application market that makes it easy for mobile developers to distribute their software, will it be enough to create an iPhone-like similarity before its October official launch? Goggle sure hopes so...

It took Google two years to develop its first Android-powered phone.

Now T-Mobile is expected to unveil its HTC Dream at a closed media event Sept. 23, with the device rumored to hit store shelves by mid-October, pretty much at the same time Android will be ready. Is Google feeling the heat, or is it T-Mobile that's getting a bit anxious? We shall soon find out.

It's a difficult task to try to topple the king, particularly one as popular as Apple's iPhone. Meanwhile, Apple is continuing its goal of making the iPhone the most popular handset in use today.

Overall, opinions are mixed as to how much of a dent Android can make in this highly competitive market. However, one thing is certain: The mobile industry is definitely watching every major player very closely.

Recently, Google engineers showcased a phone model believed to be the Dream during a developers' event in Europe. The branding on the phone was actually covered with masking tape, but those at the event say it looked very similar to the Dream models that have circulated around the Web a few days ago.

T-Mobile's inaugural Android offering appears to combine features of the iPhone with concepts from other Internet-enabled devices. The model boasts a large iPhone-style touchscreen but adds a swivel-out QWERTY keypad on top of it.

It has an iPhone-reminiscent accelerometer for intelligent screen alignment and a "jog ball" similar to the BlackBerry's trackball navigation tool.

As far as pricing is concerned, T-Mobile is staying extremely quiet so far. However, some Internet-based reports suggest the wireless phones will be made available for about US $150 with a contract, or $400 without one. Still no indications have been released about how the service charges will compare with those of the iPhone or other smartphone devices.

On average, overall cost may be Android's biggest asset in winning over customers. If the device and its service can offer similar value to the iPhone at a cheaper price, it just may have a chance of winning over fans, and if anyone knows how to make that happen, it is Google...

The area in which Android stands apart from Apple the most is wireless application development. Compared to the iPhone's closely regulated App Store -- which has drawn heavy criticism in recent days following the ban of a number of mobile apps -- the Android Market, as it's being called, will offer an open and user-controlled environment.

Almost anyone will be able to submit programs and have them instantly published. Then users will be able to rate them and determine their placement on the site, similar to the ranking system employed on YouTube. While the two store styles won't directly compete, the breadth and quality of their offerings could impact the products' overall appeal.

Dan Hayes, director of PRTM Management Consultants said "I wouldn't necessarily consider the iPhone App Store as a competitor, given that they're providing applications for different platforms. Instead, I would simply consider it to be a competitor from a whole product perspective, of the iPhone versus Android devices."

T-Mobile's marketing tactics are still under wraps but will no doubt play a key role in the public's perception. In general, the company will have to create a plan that will reach a diverse audience, one that could include everyone from businesspeople to high school students.

Gerard Tellis, marketing professor at the University of Southern California's Center for Global Innovation said "the whole unique feature about Google is that the service itself is free because ads come alongside. Some of that has to be available in the new phone in order for them to exploit their distinctive advantage. They want some Internet access or browsing ability with ads in order to make it less expensive."

"Besides wireless communications, they're targeting someone that is interested in quick access to the Internet. I don't know that's it's necessarily a particular age group," Tellis commented.

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Source: Google.