Google Project Fi: an attempt to control the stack | Tech.pinions - Perspective, Insight, Analysis

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"An Apple-like level of control over this stack is appealing, because it allows the company to manage the experience its customers have to a far greater extent. Part of Google’s challenge is carriers embraced it in the early years precisely because they saw it as something that could be molded to fit their needs and they’ve largely used it in that way. Whether to fight off the iPhone, to offer lower-cost smartphones, or to push their own apps and services. All this goes against Google’s real mission for Android, which is to put in consumers’ hands a Google ecosystem, which takes us back to Sundar Pichai’s remarks. Android was created as an ecosystem, but it largely exists within OEM and carrier ecosystems and its appeal and effectiveness as an ecosystem is limited by their involvement. What Google Fi does for Google is to free it from these encumbrances and allow the user to have an all-Google experience on their smartphone. It’s interesting to put this in the context of the various efforts by companies to control elements of the smartphone stack:"

Google Project Fi: an attempt to control the stack | Tech.pinions - Perspective, Insight, Analysis