Google Android’s Advertising Potential Lies in Consumer Devices, Games
Android is succeeding on its path to take over Apple–according to a recent Gartner report,Google’s mobile platform has already surpassed iOS for in-use units, and its ready adoption by third parties is only boosting its presence and desirability. For mobile gaming, this is encouraging, particularly as Apple has been a dominating leader in this arena. For mobile advertising, the implications are even larger.
This week has seen its regular onslaught of smart phone releases, new device announcements from Sprint and Samsung and all the rest. But one rumored device in particular caught my eye; the Sony Ericcson PlayStation Android phone (see here). The device itself has seen its fair share of speculative bits for a few months now, but images and specific feature expectations make us wonder at the potential behind devices and Google’s plans for Android.
The PlayStation phone is anticipated to have a 3.7- to 4.1-inch screen, and will slide open to reveal game controllers, similar to mobile video game devices. You’ll be able to play a number of your favorite PlayStation games on the device, and make the occasional phone call, too.
As thrilling as this is for gamers, it shouldn’t be a surprise to anyone following the mobile industry. Google’s open mobile platform has encouraged the developer community to apply a number of devices to Android, and as I’ve mentioned on several occasions, this will only drive business around device manufacturing and consumer electronics. The virtualization of entertainment, education, retail and resources will soar, and Google will reap the rewards of monetizing all this activity between brands and end users.
Going back to this mobile PlayStation phone, which could be available as soon as October; dedicated resources for Android from a major gaming company further validates the mobile platform as a coming leader in the space.
For Google, the extra nod from Sony will set Android up for massive ad campaigns around mobile gaming. Google is already prepping to battle the recently revealed Apple iAds, while an eMarketer report projects worldwide social media ads to exceed $200 million this year, approaching $300 million in 2011. While these numbers don’t include mobile ads, Google’s recent acquisitions in social, casual gaming hints at the company’s larger goals for Android and its other portal platforms; a necessary segue for mobile advertising and monetizting Android.
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