Google 'lacking mass market strategy' for Android

Our man on the scene today at the Google Developer Day isn’t entirely impressed with Google’s strategy — or, more accurately, lack thereof.

Perhaps since the Developer Day was held in the geographical equivalent of the provinces (i.e. the UK), we shouldn’t take too much notice.

Here’s what he had to say:

It was an interesting day – I do like what I’ve seen of Android, but I’m not sure that Google have a strategy to take it mass market. Mike Jennings said a couple of times that the marketing of the device would come down to the carriers, but he didn’t have much of an answer when I asked him what argument Google where putting to the networks to incentivise them.

The HTC Dream hardware looked kinda big. Hopefully Samsung or one of the other partners will come up with something a bit sleek and sexy.

I’m going to let this roll around my brain for a day or to, then I’ll try and blog some thoughts.

Incentivising the carriers is absolutely key. Absolutely 100% key. They’re the ones who, if you get too close to them, will continually tell you that they own the billing relationship. It’s repeated like a mantra at network operators the world over, especially to ward off evil thoughts about declining voice revenues.

It’s all too easy to wonder why anyone could ever doubt the success of a Google handset. Or series of handsets.

The reality is cash and style. It’s all about cash, and style. We saw that with the first generation iPhone. Lots of people admired the device but were quite happy to sign-up to another 18-month contract and get a new boring Sony Ericsson candybar. Because it was ‘free’ whilst the iPhone was, comparatively, very, very expensive.

Anyway, we’ll bring our man’s thoughts soon.