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Recently,continued to be suspicious of the outside world forGoogleservices single(only rely on online advertising)the problem,Google CEOEric•Schmidt(Eric Schmidt)said the online advertising business prospects of the great, in addition toGoogleis also carried out mobile business substantial investment. In addition, Schmidt also believes that, thanks toAndroidoperating system,Google’s mobile business is also expected to receive annual100billion dollars in revenue. No matter what the future of the advertising market has much market potential, I believe that, based onGoogle Androidoperating system platform for mobile business will be theGooglefuture new growth, but also their Internet search advertising after the second front.BBS FromGoogleto promoteAndroid’s marketing strategy to see, copy the intention of its Internet search is very clear that long tail.

As we all know,Google’s success in the Internet search market has become a classic long tail example. Now with the development of mobile Internet applications, and traditional Internet similar size, or even sometime in the future will go beyond the traditional Internet, the opportunity is increasingly prominent. It is smart phones, tablet computers, represented by the emergence of new mobile devices and the rapid growth. Particularly in the smart mobile terminals, the carrier of the future mobile Internet advertising field, the importance of the platform has been self-evident.BBS3 This is whyGooglespared no effort in promoting the smart phone makerAndroida major reason.

It stands to reason, with the traditional application of the Internet to smart phones as the representative to the mobile devices (mobile Internet applications) of the migration,Googlewill this be a matter of course De Internet in the traditional mode (search) transplanted to the smart phone or tablet computer terminal can be . However, smartphonesGooglebusiness model is the lack of support for this platform. Some might question, in the traditionalPCas the representative of the Internet applicationGooglehas no platform, but the author say is,Googleis a pioneer in this area, but later ones do not have enough power to shake its status Even so, when Microsoft turned on the search (withBing’s launch marked), with their own in thePCplatform, or to obtain a substantial increase compared to the previous. This fact proves the importance of the platform.

But in the smart phone market, the current highest-ranked Nokia,RIM, Apple and so on have their own platforms and applications, which makesGooglevery difficult from these vendors to platform-based search into their own, BBS4at best partnerships. The opponents also understand the value of the platform. Such as the AppleiPhonesweeping the smart phone market, Apple has started will be based oniPhoneplatform for mobile advertising as a new revenue and profit growth, now has become the Microsoft after Apple,Googlein the mobile Internet’s biggest rival. I mean here is that,Googlelost platform means loss of the business model of control, then it will affect the expansion of mobile Internet services. May as stated above, the mainstream position toward the front of the smart phone maker has had its own platform and applications, allowingGoogleto implantAndroidchance is almost zero, soGoogleturned to Motorola smart phones The second camp ,HTC, Sony Ericsson,LGand so on. This time, the first camp mainstream smartphone makers is like short-tailed, while the second camp and other mobile phone manufacturers is like tail, although as a long tail of these vendors are not individual shipments and in short-tailed smart phone makers shipped a par,BBS5 but if these companies would add volume, long-tail effect on emerged. For example, based on theGoogle Androidmobile phone The reason why the system showed rapid development momentum, because companies used more and more, allegedly, now basedAndroidsystem, daily shipments of equipment reached16million, more than robust in much of Apple’siPhone. AndGoogle’s strategy and the same as in the traditional Internet, which is free of charge.

This free for the first embodiment is the use ofAndroidhandset makers free system, followed by the performance in applications. According to statistics,Androidapplication store in the program57%for free, while Apple’s application store and the ratio of free applications28%. In the smart phone market as the two most direct competitors,Androidapplication store apple free rate is2times the fee applications from the average price compared to blackberry application for6.97dollars, MicrosoftMobileapplications for the596dollars,iPhoneapplication for the4.01U.S. dollars,Androidapplication of3.29U.S. dollars, an average price of Nokia Application2.89dollars, while thePalmapplication is only2.45dollars. In addition to the largest smart phone shipments outside Nokia,BBS6Google Androidapplication store, application fees, the average price is the lowest.

Mentioned application, the platform determines the long tail effect of the application of the long tail effect. Currently,Androidapplications store the number of procedures have been close to8million, although Apple’sApp Storesfor20million there is not a small gap, but more cooperation with other handset manufacturers before the growth rate is fastest. That is, with Apple in the application of the gap is shrinking.

Here, it is not difficult to find,Google’s profit in the traditional Internet search machine+advertising, became a platform for mobile Internet in the+application+Search+advertising, makes me know it in the mobile Internet in more than a platform+applications It is one of the characteristics of smart phone competition decision, ifGoogleis not in this platform+application, then back in the traditional Internet search+advertising long tail effect is difficult to play the effect. PerhapsGooglehis own words more persuasive. Recently, Google Chief Financial Officer Patrick•Piqie Te(Patrick Pichette)introduced Google in the fiscal second quarter financial report conference call,Google’sAndroidoperating system for the search engine has no direct material benefits. However,Google’s global salesAndroidsmartphone received millions of dollars in advertising revenue. That with theAndroidoperating system,iPhoneand other smart phones on the market the search function of supporting the mobile advertising to make money.

Is not difficult to see from the figures, only a few millions of dollars, whether the presentGoogle’s revenue, or Schmitt said100billion dollars, there exists a huge gap, in this sense, the speculation thatGoogle’s business is not a single does not make sense, butGooglehas been aware of the problem, but in order to replicate the traditional long-tail effect of the Internet search,Googlefaces is not only a platform+applications, shopping-3166Apple,RIMand Nokia, as well as platform+applications+search+advertising and their competition like Microsoft, rather than the traditional Internet in only one.