Ting YinNETW 583Week 6 Google Case Assignment April 12, 2015Professor Lamour

Why did Google make this move? What do they hope to accomplish?

Google has been aspiring to be a leader in the search market.  The markets usages

of wireless Internet searching and browsing have been growing significantly over the past

several years.   The ever- increasing prevalence of mobile devices in the market has made

them to become the dominating ways of accessing to the Internet.  In order to have

dominant presence in the world of wireless Internet access, Google has developed a full

collection of services that are aimed at making use of the cell phone communication.  The

wireless services generate a wider range of services that target at taking advantages of the

mobile phone communication (TCO A, TCO C) (M. Yin, 2015).

The wireless segment can offer Google with more gains of the consumer markets.

Advancing into the wireless communication arena, Google develops Calendar Sync,

Gmail other applications that can be used on a wider range of mobile phone.  The

company hopes to introduce advertisement business models to the mobile phone industry.

Google ‘s strategies is to introduces the advertisement services that come along with its

search engine and web browsing services available on the mobile devices (TCO A, TCO

C) (M, Yin, 2015) .

Advertising through mobile communication can be more cost effective means of

advertising. The spectrum 700 MHz advantage in local advertising can be designed in

ways that are geared to the customers who look for local services located in their

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neighbors. Google has been able to transform the wireless services into billionaire

business. Google led advertisement can attract a great of ad revenue through the Internet

experience on the mobile devices. Google can have an impact on the direction of the

wireless network and it can have influence on the individual paying decision of the

wireless service in near future (M, Yin, 2015). .

How the Company’s support for Open Access Match with its Plans?

“FACT: Google has been the leading corporate voice on the issues of network

neutrality over the past 5 years. No other company is working as tirelessly for an open

Internet. But given political realities, this particular issue has been intractable in

Washington for several years now…” Google’s biding can provide the company the

ability to provide the most openly accessible network (M, Yin, 2015). .

By having Open Access, the PC-style of Internet availability and openness, to the

mobile/wireless arena can open the users to have more and better mobile/wireless services

created by Google.  The openness of the Internet has made the mobile and wireless service

to have the online access to world level of information as offered through PC style of

Internet. People can easily share their ideas across all the nations’ boundaries, without

having paying extra fee (M, Yin, 2015) .

Google has gotten the FCC to adopt so-called “open access rules” that would make

sure the consumers could have a wider selection of mobile services on the 700 MHZ

spectrum comes with the Google wireless service. With the larger selection of bandwidth

of the 700MHz, Google have the access into the mobile market.   This wider selection can

help the broadcast companies to develop business models that use the wider spectrum (M,

Yin, 2015).

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Figure I

The Proposed 2012 FCC Auction-600 MHz Spectrum. (n.d.). Retrieved from (April 12, 2015) : http://usjvc.com/blog/wp-content/uploads/2011/04/issue4_img6.png

It looks like Google wants to get into wireless, yet wireless is not one of

Google’s core competencies. What should Google do about this?

Google’s purchase of the wireless marketplace through the 700 MHz spectrums Auction

offered the company the opportunity to develop a 50-state network. The FCC sold 1,099

wireless licenses in the 700 MHz out of the available wireless license s for sales, the C-

block in the 12-regional license is more useful. For the C-block, Google would become a

cellular network operator in the market where Verizon and AT&T dominate.  Google can

collaborate with other partners in the wireless industries to generate better services and

products.   The ever increasing popularity of Gmail, Google Calendar, Google Docs,

Google Maps along with other useful applications that can be downloaded to the mobile

devices. The expansion into the wireless market can allow Google to gain more ownership

in YouTube domain and other social media pages where those online services can allow

the users to view videos on their mobile devices (M, Yin, 2015).

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Figure II

Bandwidth. Retrieved from: http://farm6.static.flickr.com/5214/5471660179_db3381a0b8_b.jpg

Apply as many TCOs as you can to Google’s attempt into buy into wireless.

A Given a company situation be able to describe the industry dynamics of technological innovation.

B Given a company situation be able to determine whether and how to protect its technological innovations.

C Given an organizational and industry context, identify the core technological competencies of the organization.

DGiven an organizational context, develop a plan to increase the innovative capabilities of the organization both through collaboration strategies and internal innovation.

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EGiven information about a company's industry and organization, formulate a technological innovation strategy through its new product development strategy.

FGiven an organizational and industry context, identify and suggest a deployment strategy that will facilitate the success of a technologically driven organization.

TCO A

In the realm of wireless service and product, Google ‘s major competitors are AT&T and

Verizon and Sprint. Google provide the wireless users with more access to the Internet

(M, Yin, 2015). .

TCO C

Google was able to enter into the 7000 Mega HZ band wireless spectrums (M, Yin, 2015). .

TCO D & E

Google developed a desirable spectrum interest in the wireless environment. Google goal

made the other to be aware of the importance of the C-Block spectrum. Verizon Wireless

and other major wireless service providers won the bid for the C-Block open frequency

range. 700 MHZ. The Federal Trade Commission (FTC) has made the 700 MHz

frequencies range available for other purposes (M, Yin, 2015).

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Reference

Bandwidth. Retrieved from: http://farm6.static.flickr.com/5214/5471660179_db3381a0b8_b.jpg

Nowak, P. (2010). Google fires back at net neutrality critics. CBS News. Retrieved from http://www.cbc.ca/news/technology/google-fires-back-at-net-neutrality-critics-1.937009

S. Yin , Personal Communication, April 11, 2015.

The Proposed 2012 FCC Auction-600 MHz Spectrum. (n.d.). Retrieved from (April 12, 2015) : http://usjvc.com/blog/wp-content/uploads/2011/04/issue4_img6.png

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