Orange to launch Google mobile phone by 2008

Google has held initial talks with Orange, the mobile network provider, on the formation of a multi-media partnership that will create the 'Google phone', a device which aims to make it easier to surf the web on a mobile device designed for Google's search functionality.

A partnership between these powerful brands has the potential to completely change the landscape of internet marketing. Although many mobile phones offer internet access, the Google phone will have special software provided by the Silicon Valley multinational, which will make it easier to access the internet. This development will dramatically improve user experience, adding useful features like Google Local Search, which will allow consumers to look up local cinema listings, restaurant guides and similar products depending on the geographical location of the mobile handset itself.

The initial plans look set to release a fully branded Google phone that will appeal to younger mobile users and will utilise Google software integrated into an Orange handset. The Google phone will also be manufactured by HTC, who specialise in the production of PDAs.

Larry Page, Co-Founder and President of Products in Google, appears eager to expand the search engine's power into the mobile arena, since there are twice as many mobile phones as PCs in the world. Additionally, mobile usage is growing at a very fast rate, since mobile phones are more affordable than PCs and can be used in areas with minimum infrastructure.

The deal looks set to be successful for a number of reasons. For instance, Orange can offer GoogleGoogle possesses expertise in data compression that can significantly improve performance in mobile devices, which usually suffer from limitation as far as memory and bandwidth are concerned.

The growing interest shown by multinationals in the mobile industry has been accompanied by offerings of internet features on mobile devises, such as Google Maps and Gmail. According to Anssi Vanjoki, executive Vice-President of mobile phone manufacturing firm, Nokia, "In 10 years' time if you don't have a full internet in your pocket, you will be making a declaration that you wanted to be outside organised society."

Google's mobile phone is expected to be made available in 2008 and when this happens it is likely to change the advertising world as we know it today. In fact, by this time, the mobile phone may well be a hybrid device resembling a portable PC, rather than simply a wireless phone