… the answer is, Yes I would, if I were not the owner of a shiny new HTC Hero Android handset!

Up until recently the Major Network Operators have had a stranglehold on the way in which most end users get their handsets. Consequently, as the MNOs have been the primary customers for the handset manufacturers, they have been able to call the shots on which features and functionality that gets built into the handset. Take for example, the Blackberry Storm, 'designed for Vodafone' – which meant that WiFi was omitted (presumeably as it presented a threat to 3G data use)! End result – a top end smartphone without WiFi – which is a configuration that I would not contemplate purchasing!!

With the MNOs unplugged from the technical specification decision making, we could see some more truly innovative (internet based) technologies finding their way into handsets.

…Yes this could really shake things up…

…Wonder what the boys and girls in Espoo and Tampere are thinking now…

As for Android, it's another bet. A reasonably good one — if you subscribe to every punter on the planet being able to access Google services at the touch of a button on a $49 reasonably capable Android handset. The jury is most definitely out, though.

So, although I'd like to support this move, probably not.

But, the whole

“Oh the browser can handle displaying Google, but when it comes to anything else — and in particular, browsing search results featuring Google Ads — the devices are useless.”

I just did a Google search on my N85 three different ways. I used the google app, Opera Mini and the native browser. I searched for hotels. In the city closest to where I live. I also did the search on my desktop. The google app completley failed to dial the phone number in any of the three adverts shown on the top of the results page properly, even though it knows what country I am in. The results returned by the S60 browser and Opera Mini all allowed correct dialling of the number in the ads at the top of the page fine. So ignoring the fact that I am most likely doing something wrong with the Google app, and that this is the first time I have EVER been interested in the ads that Google serve with a result can you explain why you think this is where Google will make money. Do people really only search for something for the adverts that Google serve? Am I really just one of a really small minority, who no matter how desperate I am for something, actually takes the time to click on multiply returned results and read up on things before picking one?

Maybe this is why Android as a whole seems to have come over as being totally underwhelming to me. Maybe I just haven't drunk enough Google Kool-Aid…

Google is like Microsoft of old when it comes to mobile – it's the 800lb gorilla in the room that everyone is waiting to move to see what happens next. MS seemed to just miss out at every turn, but if Google can get it right then it could be game changing.

As Ewan says, it seems that the game changing element could be the business model much more than the hardware, but it was always likely that the hardware would be lower down the list of Google's priorities anyway.

Distribution is one part of it. Consumers dealing direct with Google in this way relegates the position of the mobile operator to a pure commodity provider of connectivity (data primarily, and maybe voice/text) with little value of their own to add. With little value-add on a commodity product operator margins are likely to drop.

Its true that its been possible to buy mobile phones on the Internet from companies other than mobile operators, but the fact that its under the Google brand might mean that this has more chance of success with the mass market of normal consumers.

Its not just distribution though. It positions Google and other potentially other app developers right there on the mobile phone – in a position to take and run over IP services that mobile operators have traditionally relied on for much of their revenue – voice and messaging. The iPhone has the potential to do this too of course, however Apple / AT&T in the US for example are reluctant to allow such apps at present. Google are less likely to block apps that threaten mobile operators bread and butter services. Indeed a good example is Google Voice, which could well develop to use mobile data which would cut the mobile operator out of voice call revenue entirely. Finally it also confirms Google as right in place on the mobile phone to ensure that they are in control of as much of the advertising as possible that reaches you on your mobile phone.

Its not nailed on that it will meet mass market success, but I think its a very strong signpost of things to come in mobile.

I'm with you, though, on the lack of 'wow'. Android 2.1. Really nice media features. A bit of a better camera. It's thin. Whatever.

Can Google move the market to change how mobile phones are purchased and distributed? I really don't know. I hope so as it'll really force some innovation.

I think this move is about just that — innovation. It's going to get a lot of companies — operators in particular — carefully studying Google's approach. If there's any hint that Google could substantially change the 'game', then I'd like to be the fly on the wall at the mobile operator board meeting.

If there's someone who's opinion I respect in the mobile business, it's yours. Can you explain better why you believe this phone is worthy of so much attention?