Last week's Started Up talked about why Google's possession of Motorola is not likely to create major changes towards the balance of energy among Android licensees. But Motorola also offers significant interests within the set-top market. And, obviously, there is the question of Android's primary licensed rival, Home windows Phone 7. Both in of individuals cases, though, there's also unlikely to become significant change, reinforcing the purchase like a purely defensive move. Continue reading for additional.
Googorola and also the cable companies. Motorola has lengthy been a brandname symbolic of wireless. Despite its publish-spinout superficial misnomer of "Motorola Mobility," though, it's also the key vendor of set-top boxes to American cable companies, a company which was also joined with an acquisition (of General Instrument in 1999). For any taste regarding how nominally a collection-top company changes whenever a booster of open Internet standards buys it, we are able to reverse towards the clock to 'cisco' obtaining Motorola set-top rival Scientific Atlanta in 2005. Perhaps you have seen a cutting-edge transformation of the cable set-top experience since that time
Google might have much larger consumer ambitions than 'cisco', however the cable companies still call the shots using their equipment suppliers. Not just they have opposed Google TV, however they remain in opposition to an AllVid gateway proposal based on Google, The new sony, TiVo yet others that will open use of their breadth of video from several products inside the home. Google possession can lead to further discussions with cable operators about Android set-tops or Google TV, such as the expect a Verizon-like Android embrace as lengthy as cable companies do not have to compete against "iCable."
Googorola and Home windows Phone 7. Confronted with the chance of rivaling their operating system's lead benefactor, some have suggested that Google's takeover of Motorola will result in an exodus to Home windows Phone 7 by Android licensees. One miracles, though, what this could seem like since HTC, LG and Samsung happen to be Home windows Phone licensees. These phone companies could "stress" their Microsoft-flavored products more, but to achieve that they'd most likely want to see greater capability to personalize via Microsoft fiat and wider component support, the second which has been assisted by Nokia's porting work. Talking about Nokia, it sees Google's purchase of Motorola as great validation of their Home windows Phone allegiance. But Nokia's pleasure using its position is virtually irrelevant to its fellow Home windows Phone licensees. As opposed to other Android licensees confronted with the potential for rivaling preferential Motorola treatment (treatment Google declines will occur), Home windows Phone licensees are rivaling preferential Nokia treatment since only Nokia has got the freedom to personalize Home windows Phone 7 because it sees fit.
In comparison, HTC, Samsung and LG have more room to move around a frequent licensee with Android compared to Home windows Phone 7. Actually, they might convey more real-world versatility than even Nokia, that has guaranteed restraint to be able to preserve consistency across Home windows Phones. That consistency is one thing that there are less expectation of within the Android world.
Possibly Google desired to acquire Motorola's patents so rapidly that there is virtually no time to search for a buyer from the company's hardware business. Possibly it could have been hard-pressed to locate a buyer -- a minumum of one that will keep Motorola's mobile phone models excursively using Android -- despite additional time. And possibly still it will sell some or all that business sooner or later. Certainly, keeping Motorola being an independent entity facilitates this type of transaction in the future. Undoing Google's entry into products would take away the shadow of conflict that's now cast over its relationship along with other Android licensees for benefits which are patently unclear.
Ross Rubin (@rossrubin) is executive director of industry analysis for consumer technology at researching the market and analysis firm The NPD Group. Sights expressed in Started Up are their own.
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