Technology giant Google is planning a shake-up of the smartphone market by releasing its own handset to rival with the current leaders – Samsung and Apple. Google is also in discussions with mobile operators about releasing a Google-branded phone that will extend the company’s move into hardware.
Google already develops the Android operating system that runs on four in five smartphones and endorses a range of phones made by partners such as LG and Huawei under the Google Nexus brand. But unlike Apple, it leaves manufacturing to other companies such as Samsung, with the company concentrating on developing the free software that runs on its phones.
The new device, which will be released by the end of the year, will see Google take more control over design, manufacturing and software. We don’t know too much about the specification of the device at this time, but if we know anything about Google – we know that it will want to be the fastest and the best.
Although Android can be found on the majority of smartphones globally, Apple still dominates the high-end of the market. In the past, Google has struggled to ensure consistency, with some smartphone owners waiting months for updates, and some manufacturers relegating Google’s own internet services which are included in Android.
By releasing their own handset, it would allow Google to control the software, securing the future of services such as the Google search engine and Google Play app store that run on it. Taking some lessons from Apple, by having control over all aspects of your technology, means that you’re not open to flaws being introduced by third parties. Google could be a threat in the marketplace for Android users.