Android is a software platform and operating system for mobile devices, based on the Linux operating system, developed by Google and later the Open Handset Alliance. It allows developers to write managed code in a Java-like language that utilizes Google-developed Java libraries, but does not support programs developed in native code. Android has been criticized for not being all open-source software despite what was announced by Google. Parts of the SDK are proprietary and closed source and some believe this is so that Google can control the platform. Google will continue to make money from online advertising, but now seeks to extend this onto mobile devices.

Why is Google Launching Android?
Almost everyone recognises that mobile is the next big advertising medium. Google is behind some of its rivals in mobile (for instance in mobile search where Yahoo and mobile specialist like Medio Systems and JumpTap lead the way), so this is its way of “catching up”.

They want a piece of the mobile advertising market. Google CEO Eric Schmidt was quoted as saying that “he’s less than impressed with the advertising possibilities for properties like YouTube, and Web 2.0 in general. But mobile, well, that’s a different thing.”

Rather than building the hardware (like Apple), Google have stuck to what they are good at and built the software. In the long run they will look into where and how they can insert ads into Android.

The key advantage that an operating system (OS) like Android has (over the iPhone OS) is that its open systems and standards will allow 3 rd parties to develop apps with no interference or limits. Clearly Google believe that the success of Android will be made by the quality of the apps that it has available.

Download pdf Google Android White Paper