Just as the George Lucas sci-fi classic ran for years and years - such is the space for mobile devices - and the Mobile War that will undoubtedly erupt over the coming years I'm sure that the "Empire (may well try to) Strike Back" however with the latest glut of new touch phones arriving on the scene such as the Samsung Omnia which although has "elements" of touch, the overall user experience has been severely let down by Windows Mobile 6.1 - and really should not be allowed within a touch phone environment. so much so that you either need to carry the stylus around with you or use the rather wonderful "mouse" feature on the phone. Either way a poor mans excuse for a touch application. Samsung do try and have a great entry screen into their available features and functions but once you go through the magic door of Incantations... well that's really the end of that - you no longer have the will or the impetus to carry on.

No I have been a big fan of both Apple and Google and what they are trying to do within this space in terms of delivering a great experience to the user. The iPhone still is the best phone on the planet. Yes it may have some little foibles that to some will mean that it does not live up to the hype that people like me and others have been lauding over the iPhone since launch. Google have delivered their app on what has to be described as an ugly phone - but that's not the key here - I have never really like the designs from HTC and the G1 is certainly not the sleek sexy beast that we had hope would arrive - but maybe that is the key here...

Lets us think ahead somewhat and see what the Mobile War will take on...

Both Apple and Google have run with their mobile operators to get their products out to market. Apple have already launched their 2nd version of the iPhone with some initial tweaks and some very obvious omissions (such as front facing camera, Intel Atom chip..) and Google is still shiny and new and will no doubt be looking at what they deliver in their next handset in 2009.

So lets say that I am running Apple or Google's mobile arm of their business (what a lovely thought!!)  What are the key elements that I want to achieve?

Well a great platform that means that I can attract the most avid and creative developers to design, create and upload their work to my platform. They get recognition and $$$ in return for their applications selling and my store and customers get some of the most innovative applications on their device.

I create a handset that is as desirable as any iconic device out there - I make it such a must have device that from kids to the older generation must be seen with one. (At this stage and I'm Google I would have engaged some of the designers that were behind the iPod / iPhone and any other iconic piece of CE over the last few years and be busy working away on Google's own device)

I want to get people using my device and understanding all the possibilities (as well as limitations) to what it can do for my users and keep pushing the boundaries of innovation...

But then perhaps I no longer need or want to have the mobile carrier as my main connectivity for the device. I may decide that that the best move is to be part of a VoIP mobile client that I can then start to run and support my users data, media, and voice calls over the VoIP network. This could also mean that I leverage my advertising platform effectively giving the consumer free calls with their mobile handset for the sake of some ad messages, that would be delivered via video, text, mms or voice. There are so many ways to start moving the advent of free into mobile phones that it becomes almost too easy - consider some LBS (location based service) target advertising where the user may be using, or just used some data on a VoIP and LBS knows where you are as well as the NFC within the device knows that you have just exited Oxford Street tube station and you are directly outside the Nike store - a powerful message for Nike could be that that a targeted message / promotion / coupon / NFC discount where the user only needs to turn around to enter the store...

So why does Apple and Google need to have a deal with a mobile network anyway? Well using Wi-Max as the vehicle for VoIP delivery on a mass scale - but this will never reach the level of penetration that the mass market needs - so there will be a role reversal in that the mobile providers will become the fail-over when the VoIP fails and this, depending on the location and tariff, will depend on the users usage and location on what price plan they would need to sign up with the mobile operator - so get tied in with an operator just now and maybe even one that has a great wi-fi business just now (such as T-Mobile) so that the jump to VoIP is a seamless transition...

So while we have now arrived in a brave new mobile world - this is only the beginning and will see what comes from the giant that is Nokia (they are a mobile manufacturer first and foremost - lets not worry about Comes with very little) and what Microsoft will do about their mobile platform surely it's got to get better...

Let the battle commence...