Google signs up as Sprint’s exclusive WiMax search provider
Rating: good move for Google, not so sure about Sprint
By Annie Turner
Google is to offer exclusive Internet search services through a web portal that Sprint Nextel is developing for its WiMax service. This is something of a coup for Google and represents the first close alliance it has with a US mobile operator, unlike its rival Yahoo! Sprint thinks it will boost web usage across WiMax.
The agreement is Google’s closest alliance with a big US mobile service provider. It is expected to boost Web access over Sprint’s new network and improve use of Google’s search and communications services on mobile devices.
Sprint will not charge users for Google services, rather they will be supported by search-related advertising. Google and Sprint will share advertising revenue. The operator said it would combine technology for detecting user location with Google tools, including e-mail and chat, on devices running on a high-speed network Sprint was building based on WiMax technology.
This is a big step. On the one hand, the search company that has yet to demonstrate any real expertise on mobile (as readers of the Mobile Search Analyst will know) and on the other, location-based services are easier said then delivered and this is without the complication of integration.
There are other concerns too. Although operators clearly understand the difference between mobile and WiMax wireless technologies in terms of coverage, analysts are questioning whether they have a firm grip of their different business models.
Also, even before the ink is dry on the agreement, Google is arguing with the US regulator concerning the auction of spectrum in the 700MHz range that is scheduled to take place in January 2008.The company has said it will take part in the auction and meet the minimum required bid of USD 4.6bn if regulators add clauses to Google’s liking, concerning the opening up of the mobile market. In other words, if it wins the argument, it could be competing against Sprint.
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