Monday, November 5, 2007 -- 6:46 p.m. -- at my desk

If you're a regular reader of this site, you may have noticed that I was right on in my assessment of Google. There's no gPhone, nor does Google have a giant interest in become a mobile handset maker and cell phone provider.

But what it clearly wants to do is shake up the industry. And as amazing as I think the folks at Google are, I just don't know if they've done it this time around.

When I think of the state of the cell phone industry, I think of it as a group of executives sitting around a conference room table. When someone has a fantastic idea (let's call that person Mr. Google), the other executives all say something like ... BRILLIANT! WE SHOULD PURSUE THAT!

And you know they never do. Then there's always someone in that group that nods his or her head so loud that you can hear it rattle. And everyone else looks interested until the end of the meeting and never broaches the subject again.

In my humble opinion, that's kind of what happened here with Google. Clearly there's a great idea. But there's no one to really see it through.

Verizon won't even consider it because it would mean turning over at least some control to someone outside the Verizon complex. And we all know how incredible V-Cast is and there's nothing a company like Google could do to improve on that.

Google's plan is open-source. Make the software available for free and let the handset makers implement the software. And that's fine ... if they take the bait. But the problem then becomes the marketing.

If you saw an advertisement that said "The new Samsung G phone, now with full Google software suite. Is that going to make you buy a phone? I think not.

Now imagine the advertisement said "Apple iPhone." You are already drooling, right?

It's the recognition. It's the brand. But most of all, it's how all the pieces are put together. Google needs to form a true alliance with a particular carrier and create a platform. Like Nokia uses Symbian, and T-Mobile uses Windows Mobile, someone like Sprint should come along and say they are going to use Google's platform based on Linux. And utilize it all the way around. That's the way to make a dent.

But ... regardless of what happens, even if Google doesn't get a single partner for 2 years ... this is still huge. Because now other companies that didn't embrace Google are thinking ... uhhhhh, I'd better get something really, really exciting to market before Google does, because if I don't, people will never buy my product.

So true. Apple chose not to get involved right now, despite it's relationship with Google. And that makes sense, because people are already going to buy the iPhone regardless if it offers a Google suite. And besides, Apple can create software that's just as good if not better. But it's going to still be great because it's also going to light a fire under Steve Jobs' blue jeans to get moving before all these other manufacturers have this great Google software to push.

It's like I've said so many times before ... it's about competition. It's what keeps the world moving. People speed up when they can see something approaching in the rear view mirror. Until now, Apple hasn't had much in the rearview mirror to worry about. Certainly nothing from Verizon and Sprint. Now, if Sprint gets involved with Google -- and T-Mobile, well then things become that much more interesting.

But then you have the forward-thinking companies like Microsoft that had this brilliant reaction to Google:

"It really sounds that they are getting a whole bunch of people together to build a phone and that's something we've been doing for five years," said Scott Horn, marketing manager for Windows Mobile.

Apple had an interesting take on it ... as mentioned earlier, despite the fact that Google's chief executive, Eric Schmidt, sits on Apple's board of directors, Apple isn't getting involved in this particular Google push.

"We have a great relationship with Google and this doesn't change anything," said Apple spokeswoman Natalie Kerris. "They are certainly an important partner for iPhone."

In the end, I still think Verizon is the giant loser here. They push this supposedly great network but in the long run they have so little to offer consumers. And then they don't get involved because they don't want to ease control over their software and hardware. Actually, Verizon is the company that should be camping out in Mountain View, waiting to sign whatever Google tells them to. I know I seem to pick on Verizon, but it's the closed-minded thinking that there's no way to improve upon my product that I just think is so dangerous.

For iPhone users, just sit back and wait. The software development kit will be released in February, and thousands upon thousands of software titles -- some very innovative and imaginative -- will turn the iPhone into an ever bigger player than today.

And as for Google -- I think the idea is there and it's a strong one. But when you have to deal with the suits of the cell phone companies to make any kind of headway, you've got your work cut out for you.

Anyone have any thoughts? I'm always all ears.

Thanks for calling.

As someone who loves tech this anouncement was a let down. For mobile phones hardware is more than half the battle, as evident by the iPhone. It will be interesting to see the operating system they come up with, but my fear is that google is just trying to force their advertisements onto cellphones.

SCOTT'S REPLY: It almost seems to me, Kevin, as though they had to announce something because so many people were expecting it and what they announced wasn't fully formed. In so many ways, a lot like the iPhone.

In any technological massive change in the wireless phone industry, there will be winners and losers.

In Google's Android change, Google will gain users and revenue. But who will stand to lose?

Just wait until the Software giants (operating systems), cellphone makers, and carriers figure out who will lose revenue in this "brave new lower-cost world" for consumers. Then they will realize, that to the established players..."Android" IS THE BORG!

SCOTT'S REPLY: But it's always consumers that will win from more choices. Up until recently, you've had Windows Mobile and Symbian for the most part. Now you've got Apple. And soon you'll have Google. The more choices, the better.

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