From AdAge in America:
Google's long-awaited "gPhone" has turned out to be not a phone (at
least not yet) but Android, an open operating system intended to make
the mobile phone as useful a tool for marketers as the PC.
The Android operating system will be developed through the
Open Handset Alliance, a multinational alliance of technology and
mobile companies Google has put together, including T-Mobile, Motorola and Samsung. The platform "will
enable anyone, Google included, to deliver advertising on a mobile
device," said Ethan Beard, Google's director of new-business
development.
Phones likely will not be available until sometime next year, the announcement said.
New ad models
For marketers, Android promises a number of new models for advertising
on the mobile phone. The service will allow for a host of new
applications, "some subscription-based, some working with carriers,
some ... for download with the advertising [to offset consumer costs],
and I'm sure there are many we have yet to think about," Mr. Beard
said.
Google stressed that the open handset alliance would
encourage application development and innovation and that those
developers could use a variety of models to monetize their
applications, including advertising.
Consumers in many surveys have said they don't want ads on
mobile phones, and they only budge from that position if some
offsetting value is offered. A number of companies are experimenting
with ad-supported services for mobile phones, among them Virgin Mobile,
with its Sugar Mama program.