Here’s the Real Story Behind Google’s Elusive gPhone

Rumors have run rampant lately about a product that might not even exist.

People all over the Web (or at least the blogosphere) are chattering about the so-called GPhone, a speculative mobile phone to be sold by Google possibly by mid-September.

Google has no comment, of course. Some say it’s not going to happen. Others believe it’s true. Even the venerable investment house Piper Jaffray says the stories are “partially credible”.

I believe there will be some type of mobile communications device with Google branding in the next 6 months.

But what interests me more is the very existence of this buzz.

Google wins no matter what because the hills are alive with sound of Google gossip. Even if they had no plans to release a mobile product, they could easily cobble together a co-branded venture that would leverage the current chatter to the tune of millions.

And even if they never released such a product in any form, they have a whole bunch of market intelligence about the strength of their brand vis a vis new markets. Most companies have to pay a small fortune for this type of market data. But Google is just sitting back soaking this up for free.

For me the pertinent question is: How did this buzz start? Was it innocent babble in the blogosphere? Or did the busy brainiacs at Google give birth to this current wave of scuttlebutt?

I have a hard time believing the fine folks at Google had zero involvement in this. Not that I’m implying anything bad. Just the opposite. It’s brilliant.

Of course companies have been trying to pre-launch products like this for years. Seed a few stories in the right places and get the grapevine humming. Much better than paid ads. More effective too.

But, does this Google story represent a new level in this type of PR game? Have they reached a new height in “back-fence marketing” like they have in other things they’ve tried? Will they raise the bar here too?

If this is true, it bears watching. It’s one thing to have Google dominate the world of Search. That’s fine because most of us (outside of Silicon Valley, anyway) harbor no illusions of greatness in that cryptic and confusing slice of the world.

But for them to be so good at marketing and PR is too scary to think about. Why can’t they leave well enough alone? Life’s hard enough without them sticking their noses where they don’t belong.

What’s next for Google? Will world domination be enough for these guys?

Seriously, I applaud Google’s ability to produce this word of mouth marketing, especially when the product doesn’t even exist yet (officially). It makes me wonder what else they’re capable of when it comes to their marketing and public relations.

If I were their direct competitor, I would be worried. And if I were in any market they might even think of entering, I would be just as worried.

We are seeing a tiny glimpse of the Google Marketing Machine. And they’re just getting warmed up so watch out.