Google's (GOOG) 'gPhone' not a handset, but a software platform

Google, Inc. (NASDAQ: GOOG) likes to make the most complex thing you'll ever do into the most simplest task. Much of the planet knows how easy it is to use Google's market-leading search engine, but the talent and technology to make that possible would be mind-boggling to many of us.

If you've used a cellphone in the last year, you're probably aware of how complex that category has become. In standard fashion, cellphone makers and wireless carriers both are cramming more features into wireless phones these days as a way to recruit more customers. Long gone are the old differentiators like coverage area and minute packages, and in are MP3 players, streaming video and amazingly complex user interfaces for even the most basic of cellphones. Google wants to change that, and apparently it won't bother with yet another handset that would just get lost in the fray.

No, Google's simplistic approach, as it always has been, may be in the software that powers these devices instead of making the hardware itself. Right now, Microsoft Corp. (NASDAQ: MSFT) makes the Windows Mobile operating system for advanced wireless phones, but it's laden with overkill for most of us. Yes, we all want email and multimedia applications on our phones, but we can do without the complexity current solutions have to offer. If Google were to license or give away its mobile operating system technology to manufacturers and have a say in the design itself beyond the software -- and support the effort using in-phone advertising of some sort -- the world of cellphones could change for the better. If we thought the Apple, Inc. (NASDAQ: AAPL) iPhone was "revolutionary,'" then maybe the 'gPhone' could be one step beyond that.