Google Wireless Service To Provide Best Speeds By Switching Between Carriers
We heard in recent days that Google is planning to provide wireless cellular service provided by Sprint and T-Mobile in the coming months, and now Wall Street Journal reports that the search giant would let subscribers automatically switch between carriers to provide best possible speeds, ending their reliance on a single carrier.
By allowing customers to switch between carriers, Google’s service, dubbed as Nova, would pick the best signal from various sources thereby offering them high speed communication. The service would use a new technology for this purpose. It would hunt through cellular connections provided by Sprint and T-Mobile, and WiFi hotspots, and out of these sources, the service would pick whichever offers the best signal and use that to route calls, texts and data.
Google’s service aims to challenge the current service model that carriers use. In the current model, subscribers purchase service in an exclusive agreement with the service provider such as Verizon Communications Inc., AT&T Inc., Sprint and T-Mobile. This model was the reason that kept prices high for many years and also forbade users to switch to another carrier.
US government brought some reforms in this model allowing users to switch between carriers. The move was presented with an aim to increase competition between carriers, giving consumers flexibility, and eventually decreasing prices.
Google is using these reforms to provide better and fastest wireless connection to the consumers. According to the sources of WSJ, lowering prices is not a goal, neither does Google want to compete with the existing carriers (at least for now). But still, Google’s entry in this domain is troublesome for established companies like AT&T and Verizon.
“It’s a very aggressive move,” said Dave Fraser, CEO of Devicescape. “You can imagine Google driving down the price to be disruptive and paying for it with revenue from other services that the company already provides, like search and advertising.”
Google will have to face a lot of challenges in providing this service. It cannot damage the relationship with carriers who are responsible for increasing reach of Android smartphones. Almost 50 percent of total smartphones in the US are Android-based, so Google cannot make carriers its enemies.
Moreover, Google will be operating as a Mobile Virtual Network Operator (MVNO) — operator that purchases services of another network infrastructure. There are already a dozen of MVNOs which have been around for almost a decade. So it will be a challenge for Google to satisfy its customers by providing a decent service.
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