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Google Mobile

Google Mobile refers to all products and services offered by Google Inc. in order to improve the use of the Internet on mobile devices, such as smartphones and tablets, including the Android operating system and the Google Nexus smartphone.


Since Google launched its Android cell phone operating system in 2008, it has become clear that the Group is generally interested in using the Internet well beyond the Google Search and Google AdWords web program. Google has followed adapting your strategy to the increasing use of mobile devices to surf the Internet. Currently, Google Mobile can be divided into the following areas:

  • Own operating system with Android
  • Nexus series devices specifically designed for Google products
  • Numerous apps designed for mobile devices. These include products like Google Now, Google Maps, and the Chrome web browser.
  • A wide community of users who exchange data and questions about Android


When Google was founded in 1998, the main interest was Internet search. Thanks to the increasing use of search functions and the income derived from commercial promotion through Google AdWords, the Group has been able to enter new business areas. Eventually, the service of Google Maps, YouTube, direct flight search, book search, Google Earth, and many other products were introduced at the same time as the search engine. Even with the considerable expansion, the main source of income was and continues to be in the background: commercial promotion in the form of text or images. Monetization is always the goal, even with projects like Google Loon from Google X's secret lab.

Google had long recognized that Internet browsing will no longer be done primarily using desktops, but rather through smartphones and tablets. In doing so, Google used its dominant market position to further strategically position itself in the Internet cell phone industry. In 2012, more than 50% of smartphones everywhere were already using the Android operating system[1].

To promote its products, Google established not only its own Google Play store, which was integrated into your search engine, but also launched its own mobile in 2010, the Nexus One, which operates exclusively with Google products. To date, other versions of the so-called "Google smartphones" as well as the Nexus series tablets have followed.

Based on all this development, it can be concluded that Google Mobile's strategy was an attempt to control internet access cell phone using exclusively Google products. Whether the user is looking for directions on Google Maps or the closest restaurant using the optimized Chrome browser, Google apps and devices are always used. From this dynamics, the Group not only reinforces its already dominant position in the cell phone sector, but also receives important data from users that help it improve its commercial promotion strategies directed through different device platforms.

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