Imagine you spotted a market that was just ripe for your company's service. It looks like a goldmine - your chief executive has just declared it the single biggest new opportunity out there. There is just one drawback. The only way you can think of to break into this new market is to try to change the rules of the game for everyone else who already plays there.

This is roughly the position Google finds itself in as it sizes up the mobile internet business. But pushing too hard to change the rules of the gamecould be a mistake.