January 5, Google did something very Apple thing. California Mountain View Google global headquarters, 11-year-old had issued the search battle Nexus One – stylish Sony-Ericsson smart phones, using their own Android system, through their own business Web site sales. Even its slogan "the network meets mobile phone" (Web meets phone) also was released iPhone and Apple 2007 when the slogan "Internet in your pocket" (The Internet in your pocket) as a simple and neat. .
On the same day, Apple did something very Google thing. SteveJobs, product launch events and internal development of King, announced a strategic acquisitions. 2. Apple to .75 million acquisition of QuattroWireless, this is a new advertising company, based on user behavior for mobile phone users to provide directional advertising.
When several companies began to emulate each other, when often means extreme adulation or the war. In between Google and Apple, the combination of both. The two within 10 miles of Silicon Valley companies have smooth sailing in the past decade. Jobs and Google CEO Eric Schmidt is 54 years old this year, Schmidt previously worked at Sun and Novell, the two had different battlefield against Microsoft. Over time, the two allies from the spiritual into a strategic partnership.In 2006, Jobs in Apple Board commended Eric Schmidt said: "as Google CEO evident outstanding." At the same time, Schmidt says Apple is "the world I most admire one of the few companies."
The second half of 2007, Google announced the Android mobile operating system development plan, the two companies in Silicon Valley from the special relationship began to get nervous. Apple has released the same year in January iPhone, it is clear the two companies occurred in the smart phone of some small impact. However, they were still in the minority areas, to face Nokia, Samsung, RIM and other strong competitors. Software developers are beginning to be introduced after the thousands of mobile applications, mobile phones will become the future trend of computers becoming increasingly clear, the competition became severe up.Last summer, Apple refused to approve two landing Google program, for Apple iPhone really allow Google in their own product can have much influence on speculation. In August, Schmidt gave up their seats on the Board of Directors of Apple. Jobs at the time said: "Unfortunately, as Google more and more into Apple's core business, Eric served as a member of the Board of Directors of Apple will be significantly reduced, because he needed to evade most discussion".
Now the two companies have entered a new, more confrontational stage. Google Android system before the meeting in support of other vendors by phone, is now available through Nexus One to enter the market as a direct threat to iPhone. Our news sources have confirmed that the three acquisitions Quattro Apple to create a new mobile advertising, mobile search goal is to eliminate, rather than competition, and Google in the search field.Mobile advertising company founder Chris Cunningham Appssavvy said: "Apple and Google wants more, they prepare a victory".
Apple spokesman Katie Cotton declined to comment on the company's advertising program and the relationship between and Google. Google spokesman said company executives will not KatieWatson this interview, she offers a Google vice president of engineering stated: "Apple is valued partners, we will continue to work closely with the whole mobile ecosystem to move forward" . To move into. .
There are some in the field of science and technology of the legendary old rival: IBM VS Digital Equipment, Microsoft VS Netscape, AOL, and Yahoo vs Apple VS Google than thing. Consumers like to movie stars and sports stars like Google and Apple strongly worship. The two companies have billions of dollars in capital, the visionary founder, and smart phones, Web browsers, music, and Tablet PCs business ambitions, both of these things in common cause against the trend.
The two sides recently the main battlefield is mobile computing. Analysts are now talking about the potential of the mobile market, like the Internet just as anxious to talk about. Morgan Stanley's Mary Meeker forecast: five years, Internet users by the number of mobile devices will be more than PC. Desktop popularity of the Internet to Google, eBay, Yahoo and others rise, and the winner of the mobile space has not yet appeared.Piper Jaffray analyst Doug Clinton said, "now is the time to take practical action, the key is to win today's war instead opting to wait until tomorrow." Mobile phones, software and services market is huge cake pie.
Mobile advertising market was still very young - according to Gartner statistics, about 2 billion U.S. dollars last year, and the entire Internet advertising market size, there were 60 billion U.S. dollars. But look for more lucrative mobile advertising model than eager to jump into the fledgling market is more important. One can grasp the essence of mobile advertising industry, and energy and a growing number of good developers can share the profits of the company came out top. As long as the application to create the strongest ecosystem of software and hardware products, you can make opponents struggling to catch up.MOG (a company is developing mobile program network music service providers) CEO DavidHyman said: "to create more profitable ways of mobile platform to win".
Apple created the ecosystem in the area at a clear lead. Developers for the iPhone / iPod Touch has developed more than 12. .5 Million mobile applications, is Android's seven times. According to market analyst firm IDC statistics, the infinite variety of applications to help Apple quickly won 14% of the smart phone market share, while the share of all the Android phone is only 3. .5%. In recent months, complaining about losing money more and more developers.Free programs are commonplace, only a small part of the program is able to sell to 99 cents or more. Some developers by implantation of advertising in your profits, but generally insignificant amount, because the ads are usually reduced version of the page column advertisement. Familiar with Steve jobs, a source said, Steve Jobs realized "mobile advertising is very bad," if we can overcome this problem, Apple's unbeaten status will be more difficult to shake.
Jobs never to the challenge, especially when touching his aesthetic. Two familiar with the Apple news source, said Steve Jobs and his deputy, discussed how to reform the mobile advertising, as the year Apple music players and mobile phones for the changes brought about general. But they did not disclose specific plans for Apple, but that there are several possible ways of advertising. Apple can make use of existing user data and location technology, advertising and content related to a stronger degree, so that users visit during lunch time when the mobile network, we can see the ads near the restaurant.This approach can and iPhone features, such as user shaky cell-phone will be able to get the discount, just like the game of Craps.
To successfully achieve these goals, Apple realized that they need advertising networks and related technology to run ads and accurately to the right people. Fall 2009, Apple participated in the AdMob mobile advertising industry leaders bid. This is a very reasonable bid, AdMob for smart phones provide more than half of ads appear in the iPhone / iPodTouch on. Before finalizing the deal in Apple, Google came in mixed, announced in the November 8 to 7. .5 Billion purchase amazing high AdMob..
When is the ideal destination at Google, Apple quickly turning away the Quattro Wireless — AdMob strongest competitors. When Steve Jobs announced that after the acquisition, he appointed CEO Andrew Miller as Quattro Apple Vice President of mobile advertising. "Vice President" in the Apple internal is rare, Miller is the online advertising business in the first person to receive this title. Apple also hired experts to protect M&A this deal reached.
For almost any company, the challenge Google in search advertising is unwise. Google adheres to more than 65% of the traditional search market in mobile phones, its search market share is more overwhelming. There are more than 100 million companies buy keyword ads alongside the search results. Many experts predict that Google's advantage will continue to move in the field, as more and more people began to phone to complete conventional computer tasks. .
But the mobile search market has not started. Gartner estimate last year worldwide for mobile search advertising expenditure totals 9. .24 million less than the entire Internet advertising by 2%. Problem is a user on a mobile device and desktop computer behavior. Many people do not want to use the phone a little search bar and cramped keyboard. Therefore, the effect of search advertising will become poor. Users are not willing to let the ads dominate mobile phone browser's screen. In many cases, the application of the advertising effect. Would like to find the best local sushi restaurant, you can use this software Urbanspoon or Yelp, not in the search box enter "the best local sushi" and then look through the search results. Consulting firm Ovum, Jonahan Yarmis said: "Eric Schmidt said the search area of 99% of the problems have been resolved, but this argument is too subjective. Must search box to search, is in itself a failure." .
Apple have plenty of valuable data to help promote the advertising business. With iTunes you can download software, Podcast, video, and music, many users of the credit card number and home address information above. Apple can take new approaches to advertising and e-commerce, especially after the acquisition of Quattro. Quattro already and including Ford, Netflix, Procter and Gamble, advertisers working on when and where ads. Combination of Quattro's ad service, Apple will provide advertisers with data that the user clicks on the ad frequency, the circumstances under which the user clicks a specific ad. Search marketing firm Didit said Kevin Lee, president, "Apple and Google the few able to keep pace with the advertising company." This technique can also be used in Apple's flat at the end of the upcoming products. Quantity win. .
Google Android in 2007 said they will concentrate on developing the operating system, while Motorola and HTC mobile phone manufacturers such as traditional mobile phones. This and Microsoft in the PC industry strategy similar to that of seeking and dozens of partners working together to open each of the product market, the penetration of different regions and groups of users. Andy Rubin GoogleAndroid business executives in Nexus One conference later said, "one or two sections of the device and cannot be, dozens or even hundreds of equipment are running the same software is the most important . . ".
However, the arrival of the Nexus One means that Google is afraid of Android to win market share fast enough. Google Vice President of product management for Mario Queiroz in January Conference said: "the current Android handsets on the market the quantity, quality and diversity goes beyond our most optimistic estimates, but we want more". Too important mobile market, Google can not hope to enter the market by other companies, it hopes Nexus One can really make their own smart phone based, so as to control their own destiny. .
Nexus One is not without risk. Android hardware manufacturers may fear and ought to be partners in Google competition. "If the Nexus One, why do you also buy other manufacturer's product?" Motorola CEO Edward J.. Zander. He was astonished at hardware sphere Google go, "at least Microsoft never produce PC".
Meanwhile, Google also know their own position in the mobile advertising precarious, urgent progress. Schmidt believes that mobile advertising will sooner or later is more important than the PC ads, because they can be more personalized and regionalization. Although Google refused to discuss the relevant plan, but Schmidt has put forward some of the future will be mobile phone users the idea of free, pay will be the advertisers.In cooperation with Google Mobile project technical consultant John Metcalfe said, "if Google can do this, it will not shake, Apple, I couldn't get the response".
Of course, Apple and Google are also likely to benefit both the tide of mobile computing. But there will always be losers. As equipment manufacturers will increasingly distracted attention from the WindowsMobile, Microsoft smartphones rapid decline, developers and more like Android and Apple Name; the world's biggest mobile phone maker Nokia is also struggling, Ovi and the Apple iTunes online store negligible compared with the store; has been using new technology known South Korean handset makers Samsung and LG Electronics also lost territory.Kaufman Bros analyst Shaw Wu said: "the old mobile phone manufacturers had previously never need and software/software developers work, they do not have such an inheritance. But the world is moving in the direction for software development. " Ousted in Bing?.
Some analysts believe that Apple VS Google battle will be in the next few months become more violent. Ovum's Yarmis that Apple may soon abandon its own devices Google, do not treat it as the default search engine, the main purpose is to stop the Google-related mobile data access to improve advertising and Android products. Yarmis said that Steve Jobs and Microsoft co-operation may choose Bing, and even launched its own search engine.He added: "I sincerely hope that Apple could do something in the field of search, ads market money waiting to make money, why would you want to use the iPhone Google products tainted?" (the text written on 15 January, Apple will now have to replace with Bing Google as default search engine news. ） 。.
No matter what happens, can clearly see that Apple and Google are gradually intensified the conflict. Android on hold more than 30% Apple's iPhone sales business is a threat. Meanwhile, according to Piper Jaffray, predicts growth of almost all search fields from mobile devices, 2016, mobile search in the search market will increase from the current 5% up to 23. .5%. This is the science and technology to create a new battlefield.Sun and (it is also an early investor in Google) Andreas Bechtolsheim said: "competition will accelerate innovation, Apple went so fast, but someone will let you catch up with the pace, which is good for consumers."
Computing in the future war, the friendship will be the inevitable victim. Piper Jaffray analyst Gene Munster said: "You can feel the atmosphere of tension gradually, before the launch of the Nexus One, competition is imminent. IPhone is Apple's favorite product, Google is now touched the sore spot in Apple." .
