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Google Android, the first Google's failure ? A report about what Google can do for its smartphone OS...
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Google AndroidJuly 2008 UoW
Basic Concepts
• Smartphone
• Operating System
• Google Android
Warning
Analogy with computer industry to understand each actor :
• OS providers : the same. Ex : Microsoft Windows
• OEM : Handset Makers. Ex : HP Vs LG
• Retailers : Carriers. Ex : FutureShop Vs AT&T
Apple ? Both OS provider and OEM
Nokia with Symbian ? Apple iPhone ? RIM Blackberry ? Google Android ?
Presentation
• Major actors of the market :
- Symbian (Nokia)
- RIM
- Apple
- Microsoft
- Linux based OS
Focus on the Android Project
• Open Handset Alliance (OHA)
. . .
Focus on the Android Project con’t
• Application framework enabling reuse and replacement of components
• Integrated browser
• Optimized graphics
• GSM Telephony
• SQLite for structured data storage
• Bluetooth, EDGE, 3G, and WiFi
• Camera, GPS, compass, and accelerometer
• Media support for common audio, video, and still image formats
Android : internal analysis
•Richard Miner, Android’s Chief Development : “No business model”
•From 1,18 billion potential users (web users) to 2,7 billion (mobile phone users)
Spread the Google’s end products to a target twice as big
Ranking Algorithm Computing Datawarehouse
Search Engine WebApplications
Google Search
Business Applications
GoogleApplications
...all Google Labs
releases
GoogleDocument
GoogleMaps
GoogleAdSense
GoogleAdword
Gmailgoogle.com
Available Everywhere
Operating System Development
Android : internal analysis con’t
Android : external analysis, Porter’s Forces
•Customers impact : + (not choose their OS), potential spokesmen
•New Entrants : -
•Substitutes : + (compact laptops with WiMax)
•Competitors : +++ (Symbian, BlackBerry, iPhone)
•Suppliers : ++++ (both input and output, much more less risk for them, belong to different alliances)
•Channels : +++++ (they have the final choice)
•Complementors : ++++ (h/w : 20% | s/w : 80%)
Android : and now, +
• Android is a Google product
• communauty appeal
• pool of applications
Android : and now, -
• delay
• negative feedbacks
• carriers difficulties
• OHA handset makers market shares
Market Share % Comparison to Y-1 NokiaRIM
AppleSharpFujitsuOthers
45.2 -13.4 +5.3 / (first year)4.1 -4.1 -27.9 -
So...what to do ?
• Stronger communauty of developers
• Develop exclusive application for Google Android Platform
• Application to manage contents
• Stronger relationship with handset makers
• Strategy of deployment
Conclusion
• Good Resources
• Sufficient to be the dominant design ?
• Importance of complementary goods and launching time
Questions ?