The Google (GOOG) gPhone: we're all waiting

Is Google, Inc. (NASDAQ: GOOG)'s 'gPhone' going to be a reality soon? Rumors of a Google-branded wireless handset have been floating in the air for more than a year in many circles, with everyone sounding off that it was a great idea or a completely stupid move. In my estimation, it's a great move for Google to do this if, in fact, the company is looking towards the future. So, let's run with that idea, shall we?

Although Yahoo!, Inc. (NASDAQ: YHOO) has had a stronger presence in the mobile space for years, Google has really ramped up its mobile efforts in the last few. The company, which derives almost every bit of that spectacular, current revenue from text ads on the web knows (like everyone) that there are far more mobile handsets in use than all the PCs in the world combined. The next frontier is the mobile one, and with Google probably frustrated at the locks and control many wireless carriers clamp on top of that mobile phone before the customer can use it, it probably wants "handset democratization" of sorts, kind of like the net neutrality it seeks regarding internet access for all.

Are current cellphones full of hard-to-use features and unnecessary complexity? By all means. Any current cellphone is so full of features that they are jacks of all trades -- but masters of none. My guess is that Google seeks to end that nonsense with its own branded handset, free of complexity and clampdowns by wireless carriers. Will the company make a new mobile phone from complete scratch, though? That would be quite an undertaking by any company, but Google has the money and moxy to do it.

Google wants to free customers from the shackles of servitude most carrier impose, like long-term contracts, overly-branded handsets and limitations on what customers can do. If Google can pull it off, it's next money-making machine may just lie outside web-based text ads. Wait -- maybe it will give these new handsets away free for having wireless text ads delivered to all those new wireless screens!