{"id":705,"date":"2012-04-04T16:43:09","date_gmt":"2012-04-04T16:43:09","guid":{"rendered":"http:\/\/atantalus.com\/blog\/?p=705"},"modified":"2013-03-28T09:54:19","modified_gmt":"2013-03-28T09:54:19","slug":"playing-the-game","status":"publish","type":"post","link":"https:\/\/atantalus.com\/blog\/2012\/04\/playing-the-game\/","title":{"rendered":"Playing the Game"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"720\" data-permalink=\"https:\/\/atantalus.com\/blog\/2012\/04\/playing-the-game\/play\/\" data-orig-file=\"https:\/\/atantalus.com\/blog\/wp-content\/uploads\/2012\/04\/play.png\" data-orig-size=\"225,145\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"Playing the Game\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/atantalus.com\/blog\/wp-content\/uploads\/2012\/04\/play.png\" data-large-file=\"https:\/\/atantalus.com\/blog\/wp-content\/uploads\/2012\/04\/play.png\" class=\"alignleft size-full wp-image-720\" title=\"Playing the Game\" src=\"https:\/\/atantalus.com\/blog\/wp-content\/uploads\/2012\/04\/play.png\" alt=\"\" width=\"225\" height=\"145\" \/>Google Play now sits firmly atop the web crown jewels of Google&#8217;s search page. It&#8217;s fifth in line to the throne, and has been thrust ahead of some of the long-time Google big guns (such as GMail, YouTube, Docs and Calendar).<\/p>\n<p>At first I found it surprising\u00a0that the Android Market is suddenly GONE. (Surely it was much loved and heavily recognised among the geek elite?)\u00a0But\u00a0Android&#8217;s relegation to a bit-part feature is actually fairly obvious when you think about it.<\/p>\n<p>From the start, &#8220;Android&#8221; seemed to be an all too quirky little moniker designed, I assume,\u00a0to get the geeks and R2D2 fetishists on\u00a0board\u00a0during the OS&#8217;s difficult entrance into the market.<\/p>\n<p>But the\u00a0Android path to glory (in the smartphone market share stats, at least) was <em>so<\/em> quick that it must have taken even Google by\u00a0surprise.<\/p>\n<p>And now Android has MASSIVE market share, investment, time and geeky kudos. But <em>really tiny profits<\/em> \u2013 and a sea of litigation and burned bridges.<\/p>\n<p>As far as I can see, Google&#8217;s endeavours have so far led to:<\/p>\n<ul>\n<li>A massive fall out with one time friends, Apple.<\/li>\n<li>An impending case with Oracle about the very foundations of Android.<\/li>\n<li>One big corporate success \u2013 and it&#8217;s Samsung, not Google!<\/li>\n<li>A load of other handset makers all struggling.<\/li>\n<li>A strange purchase of an old\u00a0fashioned\u00a0hardware\u00a0vendor, in Motorola. Perhaps to fight patents? or look beyond\u00a0Android?<\/li>\n<li>Stabbing net-neutrality right in the back, all while getting far too cosy to the\u00a0incumbent\u00a0carriers.<\/li>\n<li>The loss of a lot of good will among some users and commentators.<\/li>\n<\/ul>\n<p>Now the masses are flocking to get a smartphone or tablet and Google REALLY doesn&#8217;t want to be\u00a0saddled with a mobile services brand that competes using the <em>Android<\/em> name, not the <em>Google<\/em> name, in an area that&#8217;s vital for future mass market growth. Or looking at it more pessimistically, an Android brand that may crash and burn among the wreckage of patent litigation, fragmentation and vendor mismanagement.<\/p>\n<p>Imagine trying to explain to a mass market how Android is&#8230; erm&#8230; usually Google services&#8230; but is also a catch all term for an Open Source OS that <a style=\"display:none;\" href=\"https:\/\/thesquarepdx.org\/generic-levitra\/\">buy cheap generic levitra online<\/a> manufacturers and programmers use&#8230; and then, in the case of Amazon and B&amp;N, customise and &#8220;fork&#8221;&#8230; and then remove Google services from. Yuk!<\/p>\n<p>To the larger market, Android is the petrol or the tyres you use on your car. Important, for sure, but you never go and specifically look for a Michelin or Shell car. Google wants to at least be a &#8220;Ford&#8221; or &#8220;GM&#8221; in the mobile market (compared to Apple&#8217;s &#8220;BMW&#8221; or &#8220;Mercedes&#8221;).<\/p>\n<p>It definitely doesn&#8217;t want to be a geek friendly afterthought\u00a0lagging behind the phone\u00a0vendors\u00a0and carriers\u00a0in public\u00a0recognition\u00a0(with Google&#8217;s good name used by these companies to reassure their own financial departments \u2013 while they further annoy the big G by\u00a0futzing\u00a0around with the Android experience.)<\/p>\n<p>So, instead of having a victory parade for Android and its services, Google suddenly dumps the name &#8220;Android Market&#8221;, THE connection between the apps and the Android OS \u2013 and it covers them in a sprinkling of fresh Google dust with the new name &#8220;Google Play&#8221;.<\/p>\n<p>There, everyone\u00a0will now think of Google when getting all their mobile apps, games and videos.\u00a0Sorted!<\/p>\n<p>But will they? Will\u00a0Google\u00a0Play become an\u00a0iTunes type\u00a0conglomeration of apps, music and videos that could even make a profit in the future? Or will &#8220;Play&#8221; become another Google\u00a0project that runs out of steam?<\/p>\n<p>Make no bones about it, Google is WORRIED about Android being forked by competitors and detracting from the vital Google mass market mind-share. They needed to act quickly and shore up possible\u00a0future\u00a0revenue streams and market presence. And so we have &#8220;Play&#8221;.<\/p>\n<p>I&#8217;m sure Google\u00a0doesn&#8217;t\u00a0want to <em>just<\/em> serve ads to the mobile market in the future (the main argumanet about Android&#8217;s financial viability) &#8211; and it must be worried about its continuing reliance on the &#8220;fools&#8217; game&#8221; that is\u00a0internet\u00a0ads. I mean, just look at the <em>state<\/em> of desktop browser ads: does it really do Google any favours?<\/p>\n<p>Interesting times. But it all looks set for a Google Play Motorola Tablet, and a wider sprinkling of the Google Play brand. It is still a terrible name, though!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Play now sits firmly atop the web crown jewels of Google&#8217;s search page. It&#8217;s fifth in line to the throne, and has been thrust ahead of some of the long-time Google big guns (such as GMail, YouTube, Docs and Calendar).<\/p>\n <a class=\"more-link\" href=\"https:\/\/atantalus.com\/blog\/2012\/04\/playing-the-game\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a>","protected":false},"author":2,"featured_media":720,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1,14],"tags":[53,45,33],"class_list":["post-705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-technology","tag-android","tag-apps","tag-google"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/atantalus.com\/blog\/wp-content\/uploads\/2012\/04\/play.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1HDTn-bn","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/posts\/705","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/comments?post=705"}],"version-history":[{"count":18,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/posts\/705\/revisions"}],"predecessor-version":[{"id":707,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/posts\/705\/revisions\/707"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/media\/720"}],"wp:attachment":[{"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/media?parent=705"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/categories?post=705"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atantalus.com\/blog\/wp-json\/wp\/v2\/tags?post=705"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}