As many of you know, Google agreed to acquire Motorola Mobility (the mobile spin-off of Motorola) for $12.5 billion. What makes this move interesting is the fact that it is a supplier buying one of its vendors. Motorola has committed a few years back to a single OS strategy for its mobile products with Android being the OS. As such you can see that the company was already deep in the Android camp. Now why would a company like Google do this? Andy Rubin, the lead behind Android at Google, has said before that Google would never build phones but today it seems that is precisely what they are doing. What's up with that?
A few months ago I wrote a post on the strategic partnership Nokia and Microsoft entered into. My conclusion was that the move by Nokia was motivated by the fact that the competition between Android smartphone manufacturers was driving the ASPs down and that the only way to survive was to differentiate itself from he rest of the pack. Windows Phone 7 was that differentiation and gave Nokia the opportunity for relevance again. While the outcome of that is not yet known I stand by that assessment.
Google's acquisition of Motorola is in a sense similar. Motorola is struggling and while it did have some great phones (the Droid family) it has made losses in the past few quarters and was left behind by the likes of HTC or Samsung. I completely understand why they agreed to the acquisition – 40$ per share is more than anyone else would give for Motorola and is a great return for the shareholders – and it is pure cash.
The reason why Google invested one and a half years worth of net income into this deal is much more complex.
First of all there is the patent thing. The Android ecosystem is under attack for infringing on patents from all directions. Apple, Microsoft and Oracle are gearing up for more and will not relent easily so Google needs to build out its own arsenal of patents to defend it. While the jury is out there whether the infringements are real or not – I'll leave this to the experts – the fact is that Google's future platform may be in jeopardy. Because of lawsuits Samsung is unable to sell its Galaxy S phones and tablets in Australia and Europe and Oracle seems to be winning in the Java lawsuit where a victory by Oracle would shake the very foundation of Android. Motorola has quite a patent portfolio and while it will not stop the existing lawsuits it may help deter more of the cropping up.
The second reason for the acquisition is in my opinion the fragmentation of the Android ecosystem. There are currently numerous versions of Android out there, each having a different experience and none of them really being able to compete with the iPhone. Google wants a flagship device the likes of the Nexus series. But even the Nexus phones were still phones of partners. By acquiring Motorola Google gains the ability to build the one true Google Phone and replicate the vertically integrated experience of Apple.
Unfortunately I don't think it is a good move. First of all if Android does really infringe on the IP of other big players Google could have settled that before, but by dumping the free OS on to the market without making deals before – it forced the hands of Apple, Microsoft and others. Motorola's patent portfolio will help in the defense but it will still be very costly, and with more lawsuits Android will become one hell of an expensive business. How many ads does Google have to sell to get that back?
Google wants to run Motorola as a separate business but I don't believe that can work very well. If they want to get this integrated experience they will need to work very closely together. And we all know how difficult post-M&A integration is. Getting a real return on this investment will be very difficult. Some pundits mentioned that technically Google does not need to make Motorola profitable but again here I don't agree. What point is there to have a separate business to build the best of the best smartphones and not to have it to make money? If the flagship phones can not make money – which can?
And what will Samsung, LG and HTC do? They are the reason Android has been successful and they got royally screwed. Google just put them into the position of just another not-Googley Android phone manufacturer. While Google got statements from them saying how happy they are – is that reality or a PR stunt? Read them and you tell me. Microsoft is already opening their doors to all the manufacturers and stating they are the only open platform left. And after this move by Google – it may sound as an interesting proposition to the Asian OEMs.