The tectonic plates under Earth’s crust are moving very slowly all the time. Yet, we only notice them when enough tension builds up and there’s an earthquake. (Yes, I’m in California, and yes we had a 5.3 the other day.) The analogy applies to the dynamic you get in the mobile industry where there’s progress being made all the time, but where it’s easy to just wish it happened sooner. The trend is moving toward openness and toward user choice, but we don’t feel it until someone makes a big announcement like Google’s this week.

The shift is happening, and thankfully it’s happening faster than plate tectonics. Apple’s iPhone launch was a big deal, proving that a device manufacturer can play first fiddle in the US mobile industry (and AT&T isn’t complaining that 40% of iPhone buyers are new subscribers) and more importantly, proving that a device’s user experience can lead every part of the conversation; within the industry and with consumers.

Google’s announcement feels like a corollary to Apple’s. It adds evidence that a non-carrier can wrangle support from across the mobile industry (handset and chip OEMs, carriers, platform developers) to create an open platform.

Google’s announcement has interesting possibilities. What will device manufacturers come up with if they don’t have to pay Microsoft (or anybody else) for their OS? What will the carriers create if they didn’t have to pick from the pros and cons of the various OSs, but if they had the ability to write their own branded UI for a line of devices? What will the third party application developers be able to do with a more open, internet-powered approach (as is starting to happen on the Apple front, but that’s another debate.) What will content providers create for users if Google can prove an ad-subsidized mobile model will work?

Someday we’ll all look back and remember how cute Google was when it was just a little rainbow logo search field staring at you from a blank page.

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