Welcome!

@ThingsExpo Authors: Elizabeth White, Pat Romanski, Scott Allen, Liz McMillan, Jeev Trika

Related Topics: @ThingsExpo, Java IoT, Mobile IoT, Agile Computing, Release Management , SDN Journal

@ThingsExpo: Article

Google Can Run Wireless Industry by Proxy

No need to become a wireless carrier

Some people really want Google to be a wireless carrier. The most recent speculative episode was early in April when The Information published an exclusive suggesting that Google might be thinking about an MVNO deal with Verizon or AT&T, based on comments by people who were unnamed (but might have been close to Google).

Now I don't want to be picky, but the notion that Google might want to become a wireless carrier has been talked about by unnamed "experts" in bars for many years, and lots of that speculation has been published with enthusiasm. It is rather evident that becoming a wireless carrier might be something that Google (and Apple or Samsung) could seriously consider. For Google especially the pairing of wireless with fixed broadband access might seem attractive, but it's hardly a novel concept. Note that if any of those companies want to move into the mobile wireless carrier space in a hurry, then an MVNO deal with one of the major U.S. wireless operators is the only way to do it. Google doesn't own the spectrum needed to provide nationwide cellular coverage, so renting another carrier's capacity is the only practical way forward. No new insights there.

And speaking of spectrum: it was in 2007 that people were speculating that Google's intention was to compete as a wireless carrier when Google announced it would bid on the newly available 700MHz bands. Why bid for spectrum unless you want to become a wireless company? People were asking themselves, "Could Google kill the cellphone industry?" Eventually it became clear that Google's objective was not to become a carrier, but to ensure that at least some carriers were required to offer spectrum that would be open to any device. The ploy sort of succeeded. In the January 2008 auctions, Google managed to push the price up and the purchasers were committed to some openness, but not with any enthusiasm. Google didn't have to buy spectrum to make an impact - it just had to say it would bid (a ruse dubbed the "Google Effect" by one team of researchers.) Chunks of this spectrum were still being hawked from carrier to carrier as recently as January 2014 (one careful owner, good condition, lightly used).

When Google decided to go into the device business in 2008 with the launch of its first Android phone, people thought that might be a clue that Google was still aiming to be a carrier. But no, Google actually just wanted to go into the device business. Speculation rose again with the launch of Google's own branded phone, the Nexus One, in January 2010, but again we found that Google's aim was just to disrupt the phone distribution model (in which it didn't succeed) - not to become a wireless carrier.

And let's not forget the excitement around Google's 2011 MVNO experiment in Spain, which was going to lead to Google setting up MVNOs across Europe. It didn't happen right away, but that didn't stop the same rumor emerging when the EU promised (or threatened) in May 2012 to get tough on excessive roaming charges.  It was speculated this would create a wireless opportunity not just for Google, but for Apple too.

Google is already one of the dominant players in wireless. In July 2013, Google Play overtook the Apple Store as the leader in number of mobile app downloads. Google's Android OS is now the best-selling mobile device platform in every major world market. Google Voice has hardly started to achieve its potential yet, but in principle it could become a cross-platform, multi-carrier asset when Google decides to give the product some serious attention. And in 2012 when Google acquired Motorola Mobility, it rather quickly sucked all the patents out of it and now plans to sell off the Motorola manufacturing business to Lenovo, suggesting that Google has interests wider than the mundane world of running factories.

Similarly, it's likely that Google has less interest than fans might think in the mundane world of running wireless networks. Carrying the bits safely across the network is an essential and noble trade, but increasingly it's not where the real action is. Being a wireless carrier is geographically constrained, subject to regulation in most countries and relatively labor-intensive. It also requires operational skill sets that Google may not have or wish to acquire. If Google can run the wireless industry by proxy, through deals and partnerships, and by exercising influence through platforms, apps and over-the-top services, that might be more fun than becoming a ‘me too' wireless carrier and picking fights with the incumbents. If Google ever decides to become a wireless carrier it will not be because they feel an urge to become a conventional phone company. It will be because they have dreamed up a disruptive business model that will shake up the market. And that will be news, when it happens.

Interested in learning more about these industry developments (and rumors)? Tweet us your questions!

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of resource and service control software, now part of Extreme Networks.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit y...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
SYS-CON Events announced today that Enzu, a leading provider of cloud hosting solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to foc...
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
SYS-CON Events announced today that 24Notion has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. 24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to con...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
Korean Broadcasting System (KBS) will feature the upcoming 18th Cloud Expo | @ThingsExpo in a New York news documentary about the "New IT for the Future." The documentary will cover how big companies are transmitting or adopting the new IT for the future and will be filmed on the expo floor between June 7-June 9, 2016, at the Javits Center in New York City, New York. KBS has long been a leader in the development of the broadcasting culture of Korea. As the key public service broadcaster of Korea...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will discuss the vast to...