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Google Keeps Talking Mobile

Google CEO Eric Schmidt yesterday spoke about Google's mobile plans during the company's fourth quarter earnings report. Schmidt highlighted Google's wireless deals with China Mobile (the world's biggest wireless carrier), Apple and its mapping app for the iPhone, cell phone maker Samsung, and Korean carrier SK Telecom. It's clear that Google is betting big on mobile.

Schmidt also made it clear that Google plans to double-down on mobile search advertising in 2007:

It is clear that 2007 will be the year that mobile search query traffic grows substantially. Our current model is to use targeted text ads and we have evidence that the monetization of those ads is higher than in non-mobile uses. So it looks like the advertising revenue on a per-search query is likely to be significantly higher on mobile than on non-mobile.

Well, that's interesting for the consumer online ad market. But what about enterprise IT?

The unspoken strategy here is the consumer effect. Google plans to make headway in the desktop enterprise market by first introducing consumers to Google Apps. Then, Google will expose more IT managers to the applications, while convincing them that enterprises can safely make the switch from Office. I think Google's mobile services hook will look very similar.

As I posted yesterday, I think Google has a mobile strategy for the enterprise, but it's not coming out and showing its cards like it is in the consumer arena.

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