The Possibilities Case

The possibilities with 700 spectrums for Google

In 2008, the 700 spectrum was available for auction and Google participated in the auction in an attempt to pave its way to US wireless space transformation. The 700 spectrum used for analog TV service that travels long distance and penetrates walls is considered to be the last remaining attractive air waves. This presents Google with an opportunity to expand, change and control the access to internet by serving the broadest range of customer possible. This would also allow Google to add its brand name on millions of mobile phones.

By winning the bid Google hopes to make the internet easily and widely available to the largest customer group at lowest price. In addition, Google also has its profit motive to attract more customers to its ad-based service through a Google-branded wireless.

To support for Open Access fit Google pushed four types of open platform to FCC to participate in the auction-

● Open Application- Google proposed that software applications and content along with service use should be available to customers with no restrictions

● Open Device- Customer should be allowed to choose any communication device and not limited to the choices offered by the wireless service provider.

● Open Services- Third-party resellers should be offered whole sale bandwidth by any company winning a 700 MHZ license

● Open Third-party networks- Third-party networks should be allowed to interconnect with a 700 MHZ licensee's wireless service

Utilizing core competency-

Since telecommunication is not Google's forte it could be spending billions of dollar for physical infrastructure and network engineering but utilizing the open device platform. With the support of numerous handheld device makers that run Android could help Google run an open source phone operating system. This will allow applications to be run on any device on an open network no longer dictated by wireless operators. In addition, Google can run its search tools and apps on numerous cellphones.

This case helps to identify how Google determined ways to enhance and protect its technology by participating in a new venture (TCO-B). Likewise if Google is able to understand its core competency (TCO-C) and develop a plan to increase its innovative capabilities in the wireless technology platform (TCO-D, E and F) Google can succeed.