Wednesday, August 29, 2007

Google is about to Proxy the Web

Here's today's provocative thought.

Google is getting ready to release it's Gphone. We know that it will be ad driven. We know it's Linux based. We're guessing at whether or not it will include a GPS (I think it will) and what the browser will be (I think MiniMo from Mozilla).
So how are they going to deliver all these ads to support the phone.

  1. You're going to be asked to register you personal information at sign up. It will be "quite detailed". This gives them "Who"
  2. Next is "What". which is taken care of because they built the device
  3. Finally comes "Where"... if the carriers won't tell them, then it will come from IP lookup, cell tower triangulation, Zip code and or GPS

That's all they need... except for one more thing. Obviously you will do searches on the phone, however that's NOT enough to drive serious revenue. What happens when you go "off reservation" say like "Bed Bath & Beyond"?

Well that's where all those data centers kick in. Google is going to proxy the entire web through it's data centers. Every request you make for a web site OUTSIDE of google.com is going to route through their data centers, get the page, transcode it (fancy term for making it Mobile safe) and then sent on it's way to you - with of course some advertising.

If you don't think this is possible, then fire up Opera Mobile and watch where the requests go - all the way to Finland first then out to the web and then back to you. If Google do this it's seriously going to whack Opera and all the other browsers out there. Let alone what it's going to do to the carriers. They can't compete off deck (Wi-Fi - which I'm guessing this phone will have) and on deck they're just a pipe. And guess what? This scenario scales to Yahoo, Microsoft, and also to all the new tablets coming online as well as Intel's MID's (short for Mobile Internet Devices).


For extra reading on the Wi-Fi scenario then head over to this link
This guy has it DIALED... the title of the post is Permanent, Nearlynet and Wireless data.

1 comment:

Ionut Alex Chitu said...

1. Google already does this (visit Google.com on you mobile phone).

2. Opera Mini is free and doesn't have ads.

3. Google could monetize this with mobile AdSense ads for all the pages that already include them. No registration, no personal details.