MOUNTAIN VIEW, California: Google is now confronting one of the great cosmic truths: 'He who rides a tiger is afraid to dismount.' Or less elegantly expressed, the dollar-chomping gods of Wall Street will never be appeased.

Despite consistently delivering profits of which other mega-corporations only dream, Sergey, Brin and their artless acolytes are now well and truly on the Wall Street treadmill, forever doomed to seek new and better ways of turning a buck.

The latest of which is Android, cellphone internet software that opens the door to yet more user-specific advertising.

Currently in co-development with several wireless handset makers and operators, the platform was unveiled Monday by the Google-led Open Handset Alliance.

Android includes several modules of cellphone-specific software: an operating system, a user interface and applications such as an advanced web-browsing program.

It enables third-party software developers to write applications that run on any user's phone, allowing them to freely browse the web - and channel their personal surfing data to ad-hungry Google.

Among the manufacturers committed to the initiative are Samsung, Motorola and Taiwan's HTC. Cellphone network partners include T-Mobile, Sprint Nextel and Japan's DoCoMo.

Data sourced from Wall Street Journal Online. additional content by WARC staff