The Google Phone is coming

Big Google news this weekend: the Google Phone is coming! This highly anticipated move takes Google's Android mobile phone platform to the next level and could be a big game changer in the mobile landscape.

Last month I talked about Google's current problems with Android; brand appeal, simplicity and applications. All of these issues stemmed from Google's decentralized approach to the mobile market. Google gave away the Android OS to any manufacturer who wanted to use it and as a result the market was flooded with many different Android devices that each worked a bit differently than the rest. The fragmentation of the Android market was causing headaches for both consumers and app developers alike.

The solution itself seemed simple enough, although it would be hard to implement. Google would have to regain control of its mobile platform and standardize the consumer experience on Android. Google would have to somehow rein in all of the Android devices running in the wild and establish a unified platform for consumers.

The Google Phone looks like it will do all that. By rolling out its own phone, Google will be able to control every aspect of the device, from hardware to software, and deliver a complete 'Google' experience. The issue of brand appeal and simplicity go away. If a consumer wants an Android phone, the choice is clear; get the latest Google Phone. The issue of application compatibility goes away too. Google will control the OS on its phone and can push out updates and patches as it deems fit.

But what about Droid and the other Android devices out in the wild? Will Google continue to support these devices? They'll probably still be supported but we're likely to see the number of non-Google Android devices go down. The Google Phone may not be immediately available on all carriers, so there may still be a couple new Android devices released on different networks. Expect to see Google exert a tighter control on these devices as it looks to enforce the Android standard.

Now that Google is moving away from a 'Windows Mobile' strategy and moving closer towards an 'iPhone' strategy, how will Microsoft and Apple react?

Will Microsoft enter the phone manufacturer market? There have been murmurs of a Zune Phone but nothing concrete yet. Windows Mobile is falling further and further behind the curve; what can Microsoft do at this point to regain market share?

What will be the impact next year when the AT&T and iPhone exclusivity deal ends? Verizon is rumored to be the next major American carrier to roll out the iPhone. Can T-Mobile be too far behind? You can already unlock an iPhone and run it on T-Mobile's GSM network. Can Apple nip the Google Phone in the bud by making the iPhone more widely available to consumers?

Finally, don't forget about the impact of apps. As of November, the App Store has 100,000 apps available to the Android Market's 15,000. The Windows Marketplace has 376. Unless the Google Phone completely blows away the iPhone in terms of hardware superiority, the battle will still come down to apps. Google has a long way to go before it can match Apple for app numbers. The Google Phone will cause a spike in the number of apps on the Android Market, but will it be enough to pass up the App Store?