Google’s motive to buy into the wireless marketplace via the 700 MHz Spectrum Auction was an opportunity to possibly develop a 50-state network. The FCC was was auctioning 1,099 wireless licenses in the 700 MHz band, however, the C-block of 12 regional licenses is what was more attractive and could be used combine the 50-state network (Reiter, 2008). Through this new product development, Google would be allowed to become a cellular network operator in a market where AT&T and Verizon are leaders. Google would have the opportunity to compete with these two industry leaders and be able to network with other entities to create new and innovative products.
Entering into the wireless market would offer Google the prospect of potential
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We plan to offer service at a competitive price to at least 50,000 and potentially up to 500,000 people.” This is what is written on the company’s blog. Google’s service will compete against today’s broadband services from telephone and cable companies, but will offer much higher speeds. To promote apps that will take advantage of the faster speeds, Google plans to do this on a trial basis, experiment with better ways to deploy fiber to the home and create pressure for more Open Access to broadband.
To promote broadband Wireless Internet Access, Google should leverage three of its key strengths. First the company has the aptness to organize existing research and actual deployments of a very diverse subject - Broadband Wireless Internet Access and the use of license exempt spectrum. Second is their ability to conduct research and development in relevant areas targeted to its mission. Also, Google needs this Internet access to be widely available in order for them to thrive among the competition. Finally, Google needs to encourage deployment of Broadband Wireless Internet Access using license exempt spectrum by tapping into their enormous financial resources.
Given Google’s situation, they need to protect their technological innovation by publishing their innovations. This can protect the creativity that keeps their company going. Intellectual