Whether you think Google is the Evil Empire, or are the saviours of the Universe, they are expected to make another technological land grab this week when they go head to head with Apple.

The industry is a buzz with the launch of the Google smart phone Nexus One which will be a direct competitor to the iconic iPhone.

And although it’s easy to think that this is just about securing large revenues going forward, what’s really at stake here is both companies desire to get a lion’s share of the mobile browsing market. Once derided as a gimmick, mobile browsing has become a key digital activity and mobile internet searches are growing at a dramatic rate.

The launch of Nexus One is said to be on Tuesday and it is cannily timed to go live just before the consumer techno shindig which is held every year at Las Vegas. Called the Consumer Electronics Show, it sets the tone for the technology year in terms of what’s going to be the next big thing.

And there are companies queuing up to have a slice of the action enjoyed by Apple. But it’s not only the iPhone which is in sights of Google, the boys from Seattle don’t seem to have the success they would have hoped from Microsoft Windows Mobile and much rides on the latest version, number 7. Although Apple have seen off attacks before, this time it’s not just about cool devices, it’s about winning the hearts of minds of the mobile browsers and the portal they feel most comfortable with. Both Apple and Microsoft must be feeling the hot breath of Google on their necks.

Of course the internet is literally alight with keen anticipation about Nexus One. Google know that if they are to rip the iPhone family from its devoted fans and make a meaningful impact in the mass market, then the Nexus One has got to be the dog’s what-its-names.

So expect a bobby-dazzler, although first reports suggest that despite being slightly thinner than the iPhone, it’s not as ‘sexy.’ It’s built by the reliable HTC team who produce superb handsets, but maybe don’t quite have the flair of the Apple boys and girls. That elusive Apple ingredient which turns their products into design icons and is not easy to emulate, as many have found out to their cost.

The Nexus One is said to run the Android 2.1 operating system which is powered by a 1GHz Snapdragon CPU. As with the iPhone, the screen is where everything happens and at 3.7-inches with a 480 x 800 display, it’s up to the task in hand. The on-board camera boasts five megapixels and is supported by a LED flash.

So there we are. Will Nexus One give the iPhone a run for its money? Or to be more precise, who will stand over the gateway of internet browsing and reap the rewards? We’ll have to wait and see!

And how long before the Nexus One is laid bare before the mobile phone recycling companies? Not long.

The company best known for disposable lighters and razors, is launching a mobile phone. The BIC phone, launched in conjunction with Orange in initially the French market only, is a simple mobile phone that is ready for action from the word go. It comes with the SIM card inserted, is fully charged and has 60 free minutes. But is it a “disposable” phone?

No. Despite many early press reports which described it as a “disposable” phone, BIC are at pains to point out this is not so. A disclaimer says: “BIC phone is not a ‘disposable’ phone. It is sold with a rechargeable battery, included in the pack and when your 60 minute credit is over, you can buy more credit with a prepaid “mobicarte.”

So now you know, but with BIC’s pedigree, you can see why people might get the wrong idea.

Sold over the counter at, for example, supermarkets, local stores, tobacco shops, newsstands, train stations and airports, BIC reckons its new mobile phone will win fans because it is not only easy to use, but focuses on the basics: sending and receiving calls and SMS. Sold in distinctive citrus orange and lime green colour schemes, BIC also think it will be an ideal ‘second’ phone, one that could be used for mundane calls, whilst the main mobile line is kept free.

And BIC’s partner in France is Orange who are lending their considerable telecom weight to the idea. In order to get their free 60 minutes, purchasers of the BIC phone have to identify themselves to service agents and the telephone number, which is included in the pack, is
valid for at least 12 months from the time the phone is activated.

The manufacturer behind the BIC phone is TCL which currently sells its mobiles under the Alcatel brand.

For those that don’t know, BIC has been around for over 50 years, producing stationery, lighters and shavers. It is one of the most recognised brands in the world, selling its products to over 160 countries around the globe. In 2007, BIC enjoyed sales of 1,456.1 million euros.

Yet only time will tell is convenience, over say substance, will justify the recommended €49 price tag for the new BIC mobile phone.

Nokia might be a dominant player in the global mobile market, with a near 40% share of all phones sold, but when it comes to the giant U.S. market, they struggle. Rather than try and penetrate the U.S. market in the low to bottom end ranges again, Nokia is trying to force its way in with a top end phone: the E17x.

Up until now, the Nokia roster has been aimed firmly at the crowded middle market, competing against numerous Motorolas and Samsungs. This market relies on the $50 ticket, or free with contract offer. It’s proved a disappointing hunting ground for Nokia.  Although the Nokia E17x is a fine product (hitting the market at a pleasing $100 with two-year contract), commentators are not convinced that it will give the Finnish firm the beachhead they require.

That’s because the territory so coveted by Nokia for its E71x, is already well served with the likes of Apple, Palm and the BlackBerrys from Research in Motion. It’s a crowded part of the market and competition is tough, with strong brand names and quality products.  The E71x is certainly a contender. Powered by the Symbian operating system, it has a QWERTY keyboard (a must for the high-powered executive); 3G; Wi-Fi; music and video players; a three megapixel camera; e-mail support via Microsoft Exchange; and, a web browser. It can certainly hold it’s own with the big boys and its been launched with U.S. carrier AT&T.

The big problem is that whereas the iPhone has proved that external, downloaded apps are a major selling point, the Nokia equivalent, the Ovi store, is not being made available via AT&T. So the E71x has had its wings cut already.  What’s more, the other Nokia flagship top-end handset – the N97 – is not being offered by any mainstream U.S. carrier.

The trouble seems to lie with technology. Nokia might be strong in GSM networks – used by most carriers – but it’s not so strong in CDMA technology (over half of U.S market), used by Sprint and Verizon Wireless. So, Nokia might still struggle to make an impression on the U.S. market.

When it comes to cash for mobile phones, it looks like more smartphones will be coming the way of the recyclers in the future. Recently announced research showed that whilst overall mobile phone sales declined nearly 9% in the first quarter of 2009, sales of smartphones actually grew by nearly 13%. The figures come from U.S. based technology research firm Gartner.

The report showed that on a worldwide basis, some 269.1 million phones were sold in the first quarter of 2009. Although an impressive figure for a world in a depressed economy, it still represented an overall drop of 8.6%. The bright spot was that 36.4 million Smartphones were sold in the period, up 12.6%.

Carolina Milanesi, research director for mobile devices at Gartner, said: “There were some signs of a recovery in markets such as North America and China, but overall sales in the first quarter of 2009 registered the biggest quarter-on-quarter contraction since Gartner began monitoring the market on a quarterly basis in 2001.This was also the first time the market contracted year over year during the first quarter, a period traditionally helped by strong seasonality in the Asia/Pacific market.”

Garner said that the industry made a big effort to reduce stock levels, so as not to be over-exposed throughout the year. Nokia continues to be top dog, with a leading share of 36.2%, shipping 97.4 million handsets, although 3% less than in the comparable period.

A not so close second was Samsung with 51.4 million units shipped, although it increased its overall market share, up nearly 5%. LG came in at third position with 26.5 million units shipped and Motorola fought back to fourth position with 16.6 million units, having previously lost out to the now number five Sony Ericsson with 14.5 million units. Other manufacturers made up for the rest.

On the Smartphone improvement, Gartner pointed out that good performances by Research In Motion (RIM) and Apple showed that services and applications were key to smartphones’ success. Roberta Cozza, principal analyst at Gartner, said: “Much of the smartphone growth during the first quarter of 2009 was driven by touchscreen products, both in mid-tier and high-end devices. Touch for the sake of touch’ was enough of a driver in the mid-tier space, but tighter integration with applications and services around music, mobile e-mail, and Internet browsing made the difference at the high end of the market.”

For those addicted to such sites as YouTube and MySpace, there’ s  now a major reason to get cash for old phones if you want to fund a new sidekick. T-Mobile is getting a bit of a reputation for releasing phones that are on the edge in terms of the technology envelope. And the T-Mobile 3G Sidekick LX is geared for those that can’t bear to tear themselves away from their social networking habits.

Harking back to the days of the PDA (measuring 5.1 x 2.4 x 0.6 inches and weighing in with a hefty 5.7 ounces), the Sidekick comes equipped with a 3.2 inch F-WVGA screen boasting a high-end, 854×480 resolution; the best yet on a T-Mobile handset. Underneath the screen is a full QWERTY keyboard manufactured by Sharp.

But what will interest most social surfers, is that the Sidekick comes complete with an integrated social networking bundle which includes the delights of MySpace, Facebook and Twitter, available via high-speed web browsing with 3G support. So there’s now no excuse for not keeping up with your friends. But that’s not all. If you fancy yourself as a movie director, it will record and play videos. And in case you wish to share your genius with a wider audience, it has the ability to share recorded videos via email and also upload videos to the social networking sites.

Don’t expect too much from the camera though, because at 3.2 megapixels, it’s not going to offer the sort of picture that might grace Vogue. In case you’re lost, or can’t find the pub, you can either search Google for help, or use the GPS facility with Live Search.

There’s a music player with streaming audio and for those that keep an eye on their personal communications, there’s support for SMS, MMS, personal emails and IM (instant messaging). IM support includes Yahoo Messenger, AOL Instant Messenger and Windows Live.

Onboard memory is boosted with 1GB microSD card. Bluetooth is there and it also comes complete with, as you would expect, quad-band capability. But don’t take too long surfing the internet between charges, as in 3G mode, the Lithium Ion battery gives only three hours talk time and six days standby.

Oh yes, the bad news, before you rush out to get cash for old phones, bear in mind that it’s only available in the U.S. for the time being, although a European model should follow.