10 Things Google Should do with Motorola

By SiliconIndia   |   Thursday, 24 May 2012, 04:27 Hrs   | 

Bangalore: Google is now officially a hardware company. The search giant completed its $ 12.5 Billion Motorola acquisition . Along with the software expertise, a multibillion handset, a set top box business and the talented workforce at Motorola, Google is now the proud owner of 17000 new patents. The market is ripe with rumors of what Google could or rather should do with Motorola. We bring you a list of 10 things that Google should do with their latest acquisition.

1. Fuel the tablet addiction:

Motorola’s Xoom slate was the first android tablet in the market. It was made famous with the Superbowl commercial that mocked Apple. Xoom got good reviews from critics and users alike but it could not capture the market. Motorola even went south with the prices to boost sales but the sales did not pick up too much.

We are crossing our fingers and hoping that Google will focus on coming up with competent tablets. It would be a mistake to not do so.

2. Do not hurt the other android vendors:

Google came up with android and changed the market dynamic. Android devices have a huge market which keeps increasing day by day. The android platform is used by several vendors. The merger between Google and Motorola could send waves of fear in the market that Motorola would have undue advantage since it now officially belongs to the birth house of android.

The smart step here would be for Google to maintain a safe distance from Motorola to reassure the other vendors that there would be no undue advantage given to Motorola.

3. Use the patents wisely:

Google had to shell $12.5 billion for Motorola. They are now the proud owners of the 17000 Motorola patents. This is bound to come handy in this season for patent lawsuits. These patents will help Google against oracle, apple and other such companies. Google could also use these patents to improve the android platform and thus help the various android vendors.

4. Software expertise:

The Amazon Kindle story is known to all. They took android and gave it the Amazon touch and made kindle an instant success. Motorola also followed the same path. They took android and modified it to suit their own handsets.

Let us also keep in mind here that Motorola is a software genius. Their software expertise must be utilized by Google to come up with something extraordinary.

5. Utilize the talent:

Google acquired several valuable assets after it took over Motorola. Although the company is not doing very well at the time they were once a force to reckon with. Known for their innovative products they are home to some very talented developers.

Google can benefit largely if they recognize the talents in the company and shift them over.

6. Revive the Chromebook:

The chrome book is a personal computer running on Google Chrome OS. It is a cross between a cloud and a personal laptop. It runs on a Linux kernel and Google Chrome web browser with an integrated media player. The product received mixed reviews and it soon slipped from the consumer memory and also from Google’s priority list.

It is a promising product and hopefully Motorola can work to better the design and relaunch it. All they need is one successful launch and Chromebooks can be back in business.

7. Better the Motorola lineup:

Motorola was earlier known for its sleek phones and they pioneered the flip phones but made the mistake of coming up with too many handsets. The markets were flooded with too many choices for the consumers.

They must focus on fewer products to come up with better choices for the consumers. Apple follows this policy and is at the top position in the market. Hopefully Google will help Motorola make smarter choices and simplify their product list. Too much of anything is not good.

8. Avoid layoffs:

The market is filled with hushed rumors that layoffs are inevitable after the acquisition. When Google had taken over DoubleClick, 40 percent of their employees were laid off. Motorola employees may see the same fate. The company had recently fired 800 employees in the name of reconstruction.

Google does not know yet what it has taken over. They should take some time to consider the possibilities here. The search giants can utilize the talented workforce to come up with newer and better products. They certainly have the resources to do so.

9. Innovation is the key:

Motorola owned the market with its flip phones and then clam phones. Its set top box business is iconic in itself. Motorola’s legacy of being an innovator has been lost in the recent past. They could not keep up with the rapidly changing communications and electronic market.

We can expect Google to come to Motorola’s rescue and resurrect them. Google has the cash and Motorola’s investment budget can also be used to make breakthrough inventions. Google needs to bring back the innovation streak in Motorola to justify the high price they paid.

10. Stand up to Microsoft:

Motorola is currently caught in a nasty lawsuit with Microsoft over patents. Motorola has subsequently sued Microsoft in the US and European courts. Such cases usually end peacefully in patent cross-licensing deals. But this time the companies involved are not looking for settling. Motorola wants Xbox 360 and Windows 7 to be banned in US markets. Recently a judge commented in Motorola’s favor saying that 4 of their patents were being violated by Microsoft.

Google can try to be the bigger person here by letting the lawsuit go or they can take the bull at its horns. It is completely their choice.

@perimerahjambu