It feels like Google is trying to control all aspects of our lives. They have had designs on the ISP market with Google Fiber and they have been rumored to be circling the wireless industry for a good while. Those rumors appear to be in danger of coming true some time real soon. If the leaks are to be believed Google is about to strike a deal with T-Mobile and Sprint to become a re-seller of their networks under the Google brand. Google has been tinkering with handsets ever since the GI more than a decade ago and as the parent of Android they are already on the largest share of end user devices. It looks like pretty soon you will be able to use you Google branded or android powered phone on the Google branded cell network. It’s not likely to be a terribly good service right away because it will be limited by the somewhat patchy networks those guys currently have. Having said that there are very few companies with the intestinal fortitude to take on giants like Verizon or ATT and Google is certainly one of those few.
What’s interesting to speculate about is what impact their entry is likely to make on the incumbents who have already suffered at the hands of the aggressive pricing offered by the upstarts. T-Mobile had a huge 2014 mostly because it was offering both aggressive pricing and offering to buy out the contracts of converting customers. It’s even possible that Google will be able to offer service and equipment essentially subsidized by advertising run on their network to their subscribers. The idea of Google being able to truly take advantage of tier massive Android base has been around for a while…but not as yet come to fruition. Google makes dollars per click on many of their ads. an aggressive ad presentation in exchange for a more or less free wireless service may prove attractive to users on tight budgets. In any event it’s likely that their entry into the market is going to make the incumbents look hard at the value they are offering and that has to be a good thing for all users.