Back in November 2007, Google had zero share of the mobile market. They watched the original iPhone rollout and could see it was going to be a game changer. To protect their search turf, Google released the Android Open Source Project (AOSP).

In that era, Google had nothing, so any adoption—any shred of market share—was welcome. Google decided to give Android away for free and use it as a trojan horse for Google services. The thinking went that if Google Search was one day locked out of the iPhone, people would stop using Google Search on the desktop. Android was the “moat” around the Google Search “castle”—it would exist to protect Google’s online properties in the mobile world.

Fast forward to today, and Android owns a significant market share. But a true open-source Android means other companies can release their own versions of Android (à la Amazon with the Kindle Fire) with Google getting none of that particular revenue stream.

The linked article digs into that problem, shows one example of Google’s move from an open source proponent to an ambitious protector of market share. Interesting read.