SAN FRANCISCO, Oct. 7 For more than two years, a large group of engineers at Google has been working in secret on a mobile phone project. As word about their efforts has trickled out, expectations in the tech world for what has been called the Google phone, or GPhone, have risen, the way they do for Apple loyalists ahead of a speech by Steven P. Jobs.
But the GPhone is not likely to be the second coming of the iPhone and Googles goals are very different from Apples.
Google wants to extend its dominance of online advertising to the mobile Internet, a small market today, but one that is expected to grow rapidly. It hopes to persuade wireless carriers and mobile phone makers to offer phones based on its software, according to people briefed on the project. The cost of those phones may be partly subsidized by advertising that appears on their screens.
Google is expected to unveil the fruit of its mobile efforts later this year, and phones based on its technology could be available next year.
Some analysts say that the Google projects effect on the wireless industry is not likely to be as profound, at least initially, as that of Apples iPhone, whose revolutionary look and features have redefined consumer expectations for mobile phones.
The iPhone was a milestone in terms of how people use a mobile device, said Karsten Weide, an analyst with IDC. The GPhone, if it does come out, will help Google with distribution for their online services.
At the core of Googles phone efforts is an operating system for mobile phones that will be based on open-source Linux software, according to industry executives familiar with the project.
In addition, Google is expected to develop mobile versions of its applications that go well beyond the mobile search and map software it offers today. Those applications may include a Web browser to run on cellphones.
While Google has built phone prototypes to test its software and show off its technology to manufacturers, the company is not likely to make the phones itself, according to analysts.
In short, Google is not creating a gadget to rival the iPhone, but rather creating software that will be an alternative to Windows Mobile from Microsoft and other operating systems, which are built into phones sold by many manufacturers. And unlike Microsoft, Google is not expected to charge phone makers a licensing fee for the software.
The essential point is that Googles strategy is to lead the creation of an open-source competitor to Windows Mobile, said one industry executive, who did not want his name used because his company has had contacts with Google. They will put it in the open-source world and take the economics out of the Windows Mobile business.
Some believe another major goal of the phone project is to loosen the control of carriers over the software and services that are available on their networks.
Googles agenda is to disaggregate carriers, said Dan Olschwang, the chief executive of JumpTap, a start-up that provides search and advertising services to several mobile phone operators.
Google declined to comment on any specifics of its mobile phone initiative. But its chief executive, Eric E. Schmidt, has said several times that the cellphone market presented the largest growth opportunity for Google. We have a large investment in mobile phones and mobile phone platform applications, Mr. Schmidt said in an interview this year.
Industry analysts say that Google, which has little experience with complex hardware, faces significant challenges.
Running a Web site and a search engine is one thing, said Mr. Weide of IDC. But developing a phone is a whole different game. It will not be easy for them.
Mr. Weide added that Googles impact on the industry will depend to a large extent on its ability to sign deals with wireless carriers that distribute hundreds of millions of phones each year and often control what software and services run on them.
Some carriers, especially in the United States, are likely to give Google a cool reception. Companies like Verizon Wireless and AT&T have spent billions of dollars building and upgrading their networks, establishing relationships with customers, subsidizing handsets and creating their own mobile Internet portals. Now they want to make sure those investments pay off, in part, through mobile advertising, and they see Google and other search engines, who are after the same ad dollars, as competitors.
As a result, most carriers in the United States have chosen to shun the major search engines for now. Instead, they have promoted the search engines and ad systems of small technology companies like JumpTap and Medio Systems, whose services they can stamp with their own brands.
Most carriers declined to comment on Googles plans. But Arun Sarin, the chief executive of Britains Vodafone Group, which offers the Google service on its phones, said it was not clear what compelling functions Google would offer that are not already available.
What is it that is missing in life that they are going to fulfill? Mr. Sarin said. It is not a no-brainer. You can reach Google already through a number of devices. You dont need a Google phone to do that.
Googles desire to loosen the carriers control over their networks has hardly been a secret. The company recently lobbied the Federal Communications Commission to impose rules on any carrier who wins a coming auction for valuable wireless spectrum. The rules, which the F.C.C. adopted despite opposition from Verizon and others, require that the network using a portion of that spectrum be open to any handset and software applications from any company.
Google said it is considering bidding for some of that spectrum. But regardless of who wins it, phones based on Googles software would be able to take advantage of it.
Googles lobbying, as well as its work on a phone software platform that would be open to other applications, represent an effort to bring to the mobile Internet the dynamics of the PC-oriented Internet, which is free of control by network operators. Google is hoping that it can beat competitors in an open environment.
The mobile phone project at Google was built in part around Android, a small mobile software company it acquired in 2005. An Android co-founder, Andy Rubin, had founded Danger, which created the popular T-Mobile Sidekick smartphone. Mr. Rubin works at Googles headquarters in Mountain View, but another part of Googles team is reported to be in Boston, where Androids co-founder, Rich Miner, another veteran of the mobile phone industry, is based.
Some analysts say there are no guarantees that Google will be able to replicate its online success in the mobile world.
The wireless market does not have the same global scale and scope efficiencies, nor the lack of transactional friction, of software on the Internet, said Scott Cleland, a telecommunications industry analyst who recently testified before the Senate against Googles proposed acquisition of DoubleClick.
It is a completely different world and completely different set of economics, said Mr. Cleland, who has opposed Google on a number of policy issues.
Microsoft, whose mobile operating system has been available for years, has distribution agreements with 48 handset makers and 160 carriers around the world. Still, only 12 million phones sold this year will be based on Microsofts software, giving it 10 percent of the smartphone market, according to IDC.
Microsoft declined to comment on potential competition from Google. The market is huge, and our partners are really motivated to bring Windows Mobile phones to market, said Doug Smith, director for marketing of Microsofts mobile communications business.
Mahesh Veerina, the founder and chief executive of Celunite, which makes cellphone software based on Linux, said Googles offering was likely to be attractive to small carriers, who may see it as a competitive weapon.
But if Google-powered phones prove to be a hit with consumers, other carriers may feel pressure to follow suit, said Richard Doherty, director for the Envisioneering Group, a consulting firm.
No one wants to be the last carrier to endorse Google, Mr. Doherty said.
