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According to industry rumors, Google is set to release an own-branded smartphone before the end of 2016. It would compete not only with Apple, but also with Google's Android partners such as Samsung and LG.


  • A Google-branded smartphone would need to rely on its proprietary hardware technology to build and control the content ecosystem for AR and VR.

Features and Benefits

  • Identifies how Google can make its own-branded smartphone a success in the market.
  • Analyzes the impact a Google-branded smartphone would have on operators, content providers, and Google's Android partners.

Key questions answered

  • Why does Google need to build its own smartphone now?
  • Why should operators be keen to have a Google smartphone?

Table of contents

Ovum view

  • Summary
  • Google is looking to extend its mobile empire into VR and AR
  • Google's hardware ambitions will upset its partners
  • Any VR/AR push is a huge opportunity for content developers and operators


  • Further reading
  • Author

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