Case Analysis 4 TM583 Case Analysis 4 Google Research Googles attempt to buy into wireless via the 700

0 MHz Spectrum Auction. Question 1. Why did Google make this move? What do they hope to accomplish? Google became inspired to enter the wireless industry upon analog televisions retiring in 2009. Analog televisions retirement meant that a huge portion of the wireless networking spectrum was freed. The Federal Communications Commission auctioned off 1,999 wireless licenses in the 700 MHz band. The most appealing spectrum for many bidders, such as Google, was the C-block of 12 provincial licenses which could be combined to generate a 50-state network. Google hoped to build a wireless network or collaborate with others to build and manage a wireless network. Either way, Google would be able to control the Internet on mobile devices that used its brand and determine how much customers would pay. Googles motivation probably stemmed from potential company growth, company development, and wireless software portfolio expansion. I think that Googles attempt to make this move toward wireless was a good success strategy for the company because it would help put its brand on the mobile device market. I think because Google has had such success with its search engine and mobile apps that the wireless network would add to the success worldwide. Question 2. How does Googles support for Open Access fit into Googles plans? Googles support for Open Access fit into Googles plan well. Google understood that United States consumers have been in disadvantaged by cellular carriers for years. Cellular carriers can determine what network a consumers mobile phone operates on, the mobile phone the consumer uses, and the software the mobile phone runs on. This situation had hindered consumers capability of using their mobile phones Internet as they would on a PC. Google was aimed at bringing the PC-style Internet to the mobile phones so that consumers could have better mobile services and applications. For this, many people were rooting for Google to win the wireless bid. I think that Googles support for the Open Access was a well-thought out strategy because it meant their wireless network would offer much more than cellular carriers were currently offering consumers. If won, Google would have cellular competitors coming up with innovative ways to keep their customers satisfied. Question 3. It looks like Google wants to get into wireless, yet wireless is not one of Googles core competencies. What should Google do about this? Googles core competency is online advertising. Google will likely need to partner with a cellular carrier to facilitate building a network to use. A carrier partners core competency is to operate and maintain a network, which is Googles goal. I think that this is a superior idea for Google because the companys main focus is on online advertising. Google knows nothing about the wireless network industry. Partnering up with a carrier is the first step Google must make to win the wireless bid. Question 4. Apply as many TCOs as you can to Googles attempt to buy into wireless. TCOs A, C, D, and E all apply to Googles attempt to buy into wireless. TCO A focuses on industry dynamics. I think Googles key competitors are cellular carriers such as AT&T, Verizion, Sprint, etc. Googles key customer groups are mobile phone consumers. I think Googles key customer necessity is offering PC-style mobile Internet openness. TCO C focuses on core competencies for a company. I think Googles core competencies in the attempt to buy into wireless is the 700 MHz band wireless spectrum. TCO D focuses on technology sourcing and internal innovation. I think Google would collaborate with different carriers to build and operate a network if it won the wireless network and didnt want to do the work.

TCO E focuses on product development strategies. I think Googles product development strategy is to create a wireless network that allows consumers to have a PC-like Internet browsing experience via mobile phones.

References

Johnson, J.T. (2007). FCC spectrum auction: what's google on about?. PCWorld Communications, Inc. Retrieved from http://www.pcworld.com/article/135084/fcc_spectrum_auction_whats_google_on_about.html Mills, E. (2007). Google versus the telecoms. CB S Interactive. Retrieved from http://news.cnet.com/Google-versus-the-telecoms/2100-1039_3-6220909.html Reiter, A. (2008). Google should buy 700 mhz cellular licenses. UBM TechWeb. Retrieved from http://www.internetevolution.com/author.asp?section_id=526&doc_id=144810 Sayer, P. (2007). Google Readies Wireless Bid. PCWorld Communications, Inc. Retrieved from http://www.pcworld.com/article/139762/google_readies_wireless_bid.html