Google’s Nexus One marks a new era for search giant

Can Google crack the handset market too?

Google has been forced to confirm that it is currently testing out its own branded mobile handsets after rumours surfaced on the internet over weekend. A rare but strategic move for Google…can it possibly pay off though?

Dubbed the ‘Nexus One’ and made by smartphone maker HTC, the phone will run on the search giant’s Android operating system and will be sold online, according to reports in the Wall Street Journal.

Looks like Google is desperately trying to cling to its market share and internet monopoly as in the past few months, the search engine giant has announced a number of new products as competition from tech giant Microsoft heats up.

But, can Google be everything to everyone?

It’s one thing to be a leader in search – an area where Google has established itself as one of the most enterprising, innovative and ‘cool’ brands of the decade. But will consumers follow the brand through to its new endeavors?

There is no doubt that Apple’s iPhone will have little competition over the next year or so. It’s virtually pushed Nokia out of the market as its profits and sales dipped dramatically this year. Even BalckBerry is suffering declines as consumers are wooed to Apple by its ‘wow’ factor.  

However, Google’s Android phones have won attention in the mobile industry lately, with Motorola and Sony Ericsson choosing to launch it with their new top models.

But perhaps Google isn’t after ‘world domination’ with this new venture. Analysts have said that the company is aiming to gain access to valuable consumer data that can be used to sell ads at premium prices. So perhaps Google is just going that one step further to confirm it is still the King of search engine marketing.

Producing its own phone would be seen as competing with its partners and would represent a rare venture by Google. By the time January comes around (when the launch is predicted) we’ll have a much clearer explanation as to why Google has chosen to go down this route. For now though, it seems like the giant is just looking to stay ahead – by any means possible.