Many people were expecting a phone yesterday, as Google launched its mobile platform, Android, in fanfare.
Unfortunately, there were none. Google however was hoping that soon, there would be thousands of different mobile phones that would be powered by Android.
After, Open Social, Android is Google's second industry-wide led initiative which aims at creative a more integrated, cohesive environment.
According to insiders, Google is looking to use mobile phones as the platform for geo-targetted solutions to deliver "right time, right place" adverts in more mature countries and plans to make use of the popularity of mobile phones in emerging and third world countries to get a head start compared to companies like Microsoft or Yahoo.
Google however will have to make sure that Android does not fail to materialise.
The problem with having 33 other partners is that although they are united by one common goal, they all have their own agenda and many of them are rivals and competitors.
The Danger (pun intended) here is that the two main rival platforms (Nokia's backed Symbian and Microosft Windows Mobile) run divisive strategies across the Open Handset Alliance to wreck or at least slow down the development of Android.
Google however has announced that Android is going to be opened to all and based on Open Source software, which means that technically, Google cannot own the code.
If Google earns enough traction and kudos from the open source community, then the Search giant could generate a platform that could mimic the Desktop/Server Linux phenomenon.