Enter the Gphone

Sammanfattning: There are rumors in the mobile telecom industry today implying that a launch of a “Gphone” by Google might not be far away. By bringing both new technology and a new business model onto the mobile phone market, this occurrence could have a dramatic impact on the entire industry. The purpose of this thesis is to analyze a possible entry by Google into the mobile phone market in order to predict how this would affect traditional mobile phone manufacturers like Sony Ericsson. The thesis is based on a qualitative study, using mainly secondary data, and the thesis should be seen as having an understanding purpose. In brief, the authors came to the conclusion that the launch of a Gphone by Google would indeed have dramatic effects on the mobile phone market and it would constitute a threat to the survival of traditional mobile phone manufacturers like Sony Ericsson. However, by adapting quickly to the new circumstances, an entry by Google could also be considered to bring an opportunity for Sony Ericsson.