Net583 Case Study 4

Case Analysis 4

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Google

Research Google’s attempt to buy into wireless via the 700 MHz Spectrum Auction.

Question 1. Why did Google make this move? What do they hope to accomplish?

Google becameinspired to enter the wireless industry u

pon analog television’s retiring in 2009. Analog television’s

retirement meant that a huge portion of the wireless networking spectrum was freed. The FederalCommunications Commission auctioned off 1,999 wireless licenses in the 700 MHz band. The most

appealing spectrum for many bidders, such as Google, was the “C

-

block” of 12 provincial licenses

whichcould be combined to generate a 50-state network. Google hoped to build a wireless network orcollaborate with others to build and manage a wireless network. Either way, Google would be able tocontrol the Internet on mobile devices that used its brand and determine how much customers wouldpay.

Google’s motivation probably stemmed from potential company growth,

company development,and wireless software portfolio expansion.

I think that Google’s attempt to make this move toward

wireless was a good success strategy for the company because it would help put its brand on the mobiledevice market. I think because Google has had such success with its search engine and mobile apps thatthe wireless network would add to the success worldwide.

Question 2. How does Google’s support for Open Access fit into Google’s plans?

Google’s support for

Open Access fit into Go

ogle’s plan we

ll. Google understood that United States consumers have been indisadvantaged by cellular carriers for years. Cellular carriers can

determine what network a consumer’s

mobile phone operates on, the mobile phone the consumer uses, and the software the mobile phoneruns on. This situation had

hindered consumers’ capability of using their mobile phone’s Internet as

they would on a PC. Google was aimed at bringing the PC-style...