Why Google buys Motorola? The short answer is: Google wants to be a bit more like Apple. Perhaps not regarding corporate and product image. But at least in terms of business model. Once more evident here a strategy that unites all giants of international consumers IT now in fact: no matter whether Google, Amazon, Microsoft, Apple or Sony – they all have the same wish list:
- Access to individual users based on hardware or software; preferably both.
- An online shop for digital media content and games.
- Its own digital payment system.
- Survey as extensive usage data for optimal adjustment of advertising and marketing.
- Prefer of course a search engine.
- A private social network, to map the structure of their own customers and to refine marketing and advertising.
In short: It is about to control the entire digital sales chain, to be able to serve the market for digital information, entertainment and navigation completely under the own group.
With the acquisition of Motorola, Google now completes this wish list: beta, YouTube and the Android market as online libraries, the Google checkout payment service, extremely comprehensive customer data, users of Gmail and other services leave music with Android, Motorola, Google Books, Google, Google search and the social network Google + the Group at all important points of the check.
Since Google CEO Larry can page assert still so intensely, you plan on Motorola as a “separate business” to operate, and the partners – a total of 39 manufacturers, including HTC and Samsung – Android are “just as excited as we ourselves” from the purchase. It is clear: here is a new built-in group. The search engine, Microsoft hardware platform is missing Apple, Amazon has so far only the Kindle turn (but that will change soon). And a functioning social network is missing all three.
Google has occupied now all strategic positions, the group needs in order to dominate the digital future sustainably. Whether that will call the cartel guardian on the plan, it remains to be seen. Google lawyer David Drummond were confident that expected tests of the deal in the United States and Europe for Google would be moderate.
Google itself is yet another reason. Top managers of the group reference in a conference call following the announcement of the deal the patent wars, which bags the mobile phone market for years and which have exacerbated since the launch of Android. The Android ecosystem will “by some companies threatened“, said Drummond, and we will defend it with the help of many thousand patents, the industry veteran Motorola brings in marriage.