Question 1: Why Google made the move
Google’s drive to get into the wireless market via the utilization of the 700MHZ Spectrum Auction was a chance to set up a fifty-state network. Apparently, such new product development would enable this company to turn out to be a cellular network operator. Indeed, this market encompasses corporations such as Verizon and AT&T; Google would not merely compete with such companies but would as well obtain an opportunity to engage in networking with other entities to come up some innovative products (Aune, 2008).
The possibility of getting into the wireless market gives Google several prospective practices of growth and development, and competencies. Undeniably, there are as well various risks linked to this strategy, and these include the cost of setting up and ensuring maintenance of a billion-dollar network among others. Notably, one certain objective that may have driven this move is the expansion of Google’s immense wireless software assortment, which includes Docs, Maps, Calendar Sync, and Gmail among other applications that are downloadable to several phones. Further, there may have been still other reasons the company made a decision to become interested in the wireless market including possession of YouTube, together with its developments in a fresh website and the Java beta application, which enables users to watch millions of videos using their cell phones.
Question 2: How Google’s support for Open Access fits into its plans
The support of Google for Open Access suit into this company’s plan well. In this regard, Google had an understanding that the cellular carriers have put the U.S. consumers in a disadvantaged position for a long time. Fundamentally, the cellular carriers can control what network a particular consumer’s cell phone can operate on, the phone he or she uses and the kind of software the phone can run on. Ostensibly, this situation had stalled the consumers’ ability to use their phone’s internet the same way they would on a PC. Consequently, Google intended to bring the PC-style internet to the consumers’ mobile phone in order that the consumers could get enhanced mobile applications and services (Gardner, 2007). For this, a large number of individuals were cheering for Google to win the bid. Possibly, Google’s support for Open Access was a strategy that was well-thought out since this meant that their wireless network would provide much more than what was currently being offered by cellular carriers to the consumers. Undoubtedly, if won, this company would have the cellular rivals developing innovative ways of ensuring customers are satisfied.
Question 3: Google intends to get into wireless and what it should do about this
The core competency of Google is found to be online advertising. Indeed, Google would possibly be required to form a partnership with a cellular carrier to ensure facilitation of setting up a network to utilize. The core competency of a carrier partner is to undertake operation and maintenance of a network, which is the goal of Google. Notably, this is a greater idea for Google since this company’s primary focus is put on the online advertising. Apparently, Google does not have any knowledge regarding the wireless network industry. In this regard, forming a partnership with a cellular carrier is the initial step that has to be taken by Google for it to be able to win the wireless bid.
References
Aune, S. P. (2008). What Exactly Does Google Want From The 700 MHz Auction? Retrieved April 9, 2016. From, http://mashable.com/2008/01/19/what-exactly-does-google-want-from-the-700-mhz-auction/#CI5_XRM8gaqy
Gardner, D. (2007). Google Will Bid In 700 MHz Wireless Auction If It's 'Open. http://www.informationweek.com/google-will-bid-in-700-mhz-wireless-auction-if-its-open/d/d-id/1057310?
