Google has been dominating desktop internet search and advertising for almost a decade now. It has deployed an aggressive strategy which is swiftly occupying the mobile space. Google is dominating the global mobile search market with a market share of 97% for mobile searches worldwide. Optimising its core expertise, Google has managed to anticipate the mobile demand and is constantly optimising its services to anticipate future trends.
Google is currently facing a difficult task in forming a more cohesive internal strategy, which, if left too long, might see its strategic advantage in mobile evade it. Facebook has become a key competitor in that space through its different platforms.
Yet, there are many lessons on what one can learn from what Google has done. It has a skill on leveraging its core competencies to consolidate its position. It hopes to use these strategies to overcome market barriers and industry challenges.
Expanding Core Competencies – Can You Afford to Stand Back?
Google is adding value to its existing online services and products by ensuring their availability on mobile platforms. Geo-target targeted information and data collection are enabling it to harness the full potential of mobile advertising. Its accelerated deployment of free services and open-source models is squeezing out competitors and conferring upon it a significant competitive advantage, allowing it to quickly overtake established market players.
Capitalising on Mobile Success – Strategies and Potential Revenues
Google is committing considerable resources in order to better assert its market position. In addition, Google is expanding into new markets and investing in new technologies which it believes will shape the future of mobile.
Why is Google so Important?
The mobile industry is undergoing significant structural changes as a result of convergence and technological progress. Google is quickly dominating a broad spectrum of activities pertinent to industries beyond data services and the internet. It is proving to be one of the biggest and fastest-growing conglomerates in digital services and its enterprises affect everyone, from end-users to multi-national corporations. It is staking a place in the mobile operating system with Android in a bid to turn it into a multi-purpose OS but it is also facing significant challenges due to fragmentation issues.
Recently, Android has been powering bikes and will be integrated in the infotainment ecosystems in cars next year, based on prototypes shown during the CES. The success and the challenges of this particular mobile venture affect a vast and diverse number of companies and associations.
2017 promises to be the year of audio/voice operation system with Amazon Alexa becoming a threat to Google dominance in smartphones. Google will be expected to deepen its work on Android and bring voice AI into bigger play. That is how it will sustain its winning capability in mobile. If not, Alexa can become what Android is to phones around homes and entertainments. And sooner than later expand even to mobile.
If anyone tells you the war has been won digitally, tell that person to re-think again.