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WebProNews - Mortgage Downturn No Problem For Google
September 22, 2007
http://www.WebProNews.com

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Mortgage Downturn No Problem For Google
David A. Utter | Staff Writer

Concerns that have hammered the mortgage lending market and its
ad budgets won't trickle down to Google, or what lenders spend
on Internet advertising.

Google has built several fortunes on the strength of its
effective contextual advertising program. It's so strong that
the company believes mortgage lenders, among the biggest
spenders in online advertising, will cling to paid search as
long as they can.

Google's Jon Kaplan said in a Reuters report that the search
ad will remain a fixture in the budgets of the mortgage lending
market:

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"Advertising based on Web search allows marketers to tout their
services to people when they look for information and track the
response to such commercial messages. As a result, it remains a
key outlet for mortgage lenders to cultivate new business leads,
Kaplan said."

"Google's biggest mortgage industry advertisers spent on average
$3.5 million apiece on search ads in the first quarter, compared
with $1.9 million in the year earlier period."

Another Google executive said in the report the spending by
lenders continues unabated:

"Every single day that somebody is looking for a mortgage ...
these campaigns from these financial customers are on 24-7, 365
days a year," said Tim Armstrong, president of Google's
advertising division in North America. "So our ecosystem
actually mimics what the GDP looks like."

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Gphone Enroute? What About The Network?
David A. Utter | Staff Writer

Lots of sites have been chattering about the potential for a
Google branded handset emerging in the market, but the real
news will be when the company lights up a wireless network to
support it.

It could be that Google's deal with Sprint to provide a portal
for users of the forthcoming WiMAX network serves as a harbinger
of an offering we've been expecting for some time.

There's plenty of talk about the hardware side, the reputed
Gphone. An article on CNet's Crave blog cited a passel of sources,
speculating on whose making the handsets (HTC in Taiwan), what
operating system will be on-board (Linux, no shock there), and
what applications will be in place (a web browser - gee, ya
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The Gphone could emerge tomorrow, descending from heaven in the
greatest deus ex machina tradition of Edgar Rice Burroughs, and
borne by Adriana Lima and the whole Victoria's Secret lineup of
models. It could run for 60 days of nonstop browsing and talking

People can buy a great phone today, or get a very good phone for
free, plus the usual service agreements with a wireless carrier.
That's what's missing from everyone's fervent speculation: the
network.

Back to Sprint and Google. We know Sprint plans to launch WiMAX
in a big way. We're pretty certain a Google-powered portal will
be a convenient access point to mobile advertising. We understand
Google owns a whole lot of dark fiber; networking capabilities
just waiting to be enabled.

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Let's spin it this way, and please let us know what you think in
the comment section. Google plugs its dark fiber into Sprint's
WiMAX network. They drop a bunch of Sun's Project Blackbox
datacenters onto strategically selected peering points.

Google pushes content and advertising into the network, which
Sprint's WiMAX service delivers over the "last mile" to people.
Thanks to the advertising, Sprint can offer the service at a
nominal charge. Google, or Sprint, can do the same for the
handset.

In this scenario, Google doesn't have to handle the icky part
of dealing with end users, because Sprint already does that
through customer support it has outsourced currently to
Affiliated Computer Services. Google just keeps on matching
search queries with ads, YouTube videos with ads, content
partners with ads, etc.

Of course this all goes out the window if Google and potential
partners end up with the 700MHz spectrum going up for auction
next year. Our scenario fits all the pieces together. Whether it
fits Google and Sprint won't be known until that Gphone, or maybe
Sprint's WiMAX service, becomes available.

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