LONDON — Nokia used to be just a cellphone maker. Google used to be just an Internet company.

Now Nokia wants to be an Internet company and Google, according to rampant speculation among bloggers and technology analysts, may be about to enter the mobile phone fray.

“Devices alone are not enough anymore,” Olli-Pekka Kallasvuo, chief executive of Nokia, said last week in London as the company announced plans for a digital music store, a game service, social networking links and other mobile Internet initiatives, grouped under a new brand, Ovi. “People want more; they want the complete experience.”

Meanwhile, a Google spokesman declined to comment on reports that a “Google phone,” or “G-phone,” was imminent. Such a device would take the Internet company into a business that has long been dominated by Nokia, but that has been shaken up by the recent introduction of a high-profile newcomer, Apple’s iPhone.

Apple is also expected to make news this week, having scheduled a product announcement for Wednesday with the teasing line, “the beat goes on.”

Analysts say Apple may introduce anything from upgraded iPod music players to a deal to sell Beatles music on the iTunes digital music store.

As the likes of Apple, Nokia and, perhaps, Google move to give mobile users “the complete experience,” they are bound to overlap more and more not just with each other, but with others in the mobile business.

“This is the downside of convergence,” said Paul Jackson, an analyst at Forrester Research. “All of these players want a bit of everyone else’s market — device makers, network operators, content owners.

“They can’t dictate to a consumer when they should consume a content product,” Mr. Jackson said. “But if they control more of the end-to-end experience, they can benefit from these decisions.”

The eagerness of all these companies to increase their involvement in mobile media may seem surprising, given that it remains a relatively small market. Music sold directly to wireless devices, rather than downloaded first to a PC, accounted for about $1 billion in revenue last year, according to the International Federation of the Phonographic Industry, but much of that was concentrated in a few Asian markets. And ring tones, rather than full-track song downloads, still make up a substantial portion of those sales.

Still, analysts see potential for rapid growth as mobile content gains traction in other areas.

EMarketer, a research firm, says mobile advertising in Europe will grow to nearly $3 billion in 2011 from less than $400 million in 2006.

That helps explain the interest of Google, whose online business is based on advertising. Google already has partnerships with a number of mobile operators to provide cellular access to its search portal, map service and other features. But by making a phone, Google could make it even easier for users to get to these services, analysts say, enhancing its ability to sell mobile advertising.

Nokia’s decision to start a mobile music store could increase pressure on Apple to follow suit, analysts say.

When asked about plans for a wireless iTunes, Apple said only that it was “looking forward to bringing iPhone to Europe later this year.”

Microsoft’s Zune music player already allows wireless sharing of songs, at least those without digital copy protection between devices. How long, some analysts ask, before the company also decides to produce a Zunephone?

Another phone maker, Sony Ericsson, is planning a series of announcements in the coming months related to the “user experience,” said Merran Wrigley, a spokeswoman.

In other words, Sony Ericsson is looking beyond the devices themselves to the software and services that could make mobile content more appealing. Many wireless operators continue to refine their own mobile portals and content services, even if these have generally had only limited success.

So even as everyone talks about simplicity, user experiences and end-to-end offerings, it seems that the options are about to proliferate.

“I pity the poor consumer,” said Mark Newman, chief research officer at Informa Telecoms & Media. “From a consumer perspective, it’s very confusing to figure out where to go.”