It's the clash of cellphones as Google takes on Iphone

London: So what do you want to access on your mobile device? The three big names in technology — Apple, Microsoft and Google all have different theories.

For years, Microsoft has tried to make its Operating System the mobile standard, while Apple has taken the phenomenal success of the Ipod and added phone functions. It has already sold over a million Iphones and is now rolling it out on Friday in the UK, and in Germany, in time for Christmas.

John Barton of LG Electronics says, "Cellphones are big here and so it's great to be launched in Europe before Christmas. It's really big."

Competitors note that other touch screen phones like the LG 'Viewty' are available on all networks, unlike the Iphone.

Google wants all kinds of tech companies to help it put Internet tools on all kinds of phones. Instead of building its own phone, Google's idea is to bring down the costs of phones. One way is by bringing ads to your hands. But will it work?

Richard Windsor of Nokia says, "People have a personal relationship with their mobile phone and it's uncertain to what degree you are going to tolerate evasive advertising on your device. Potentially, not at all."

However, Google has talked about ads as help, not as a factor that will annoy.

Technology writer Richard Brandt says, "You are walking down the street and your cellphone may call you and remind you that you were looking for a particular pair of shoes that you wanted to buy. And it will point out on a Google map a store nearby that sells those particular shoes and ads to show you where they are being discounted."

Google is of course, an Internet company and wants to bring all the benefits of the web to the phone — which means open access, applications added by third parties to help innovation, easy search. And Google plans to make it all cheap to access.

These however, are ways that most mobile phone companies have never wanted to operate in, but may have to now.

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