In September 1998, Google was founded by Larry Page and Sergey Brin

The company’s main purpose was to provide a better method of online search.

Google’s main source of revenue was from Advertising.

In June 2005, Google acquired Android Inc. for $50 million.

Not much was known about Android Inc. at that time, but many assumed that Google was planning to enter the mobile phone market with this move.

• Approximately 1.44 billion smartphones are expected to be shipped globally in 2015.• Worldwide sales of smartphones to end users reached 336 million units, an increase

of 19.3 per cent during the first quarter of 2015

Global mobile ad spending is expected to reach 35.55 billion U.S. dollars by the end of 2015.

Worldwide Smartphone Sales by Operating System in 1Q 2015

Operating System 1Q 2015 Units Market Share %

Android 265,012 78.9%

iOS 60,177 17.9%

Windows 8,271 2.5%

Blackberry 1,325 0.4%

Other OS 1,269 0.3%

Total 336,054 100.0% 78.9%

17.9%

2.5% 0.4% 0.3%

(Units in Thousands)

Android iOS Windows Blackberry Other OS

Forecast of global smartphone shipments from 2010 to 2019

2009 2010 2011 2012 2013 2014 2015* 2016* 2017* 2018* 2019*0

500

1000

1500

2000

2500

173.5304.7

494.5725.3

1019.7

1300.41447.3 1435

1579

1873 1928.4

(Units in millions)

Period Android iOS Windows Phone BlackBerry OS OthersQ1 2015 78.0% 18.3% 2.7% 0.3% 0.7%Q1 2014 81.2% 15.2% 2.5% 0.5% 0.7%Q1 2013 75.5% 16.9% 3.2% 2.9% 1.5%Q1 2012 59.2% 22.9% 2.0% 6.3% 9.5%

Q1 2012 Q1 2013 Q1 2014 Q1 20150.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

(Share in Unit Shipments)

Android iOS Windows Phone BlackBerry OS Other

Worldwide Market Share of Smartphone Operating Systems

The 4 Ps of Google Android

• A mobile operating system (OS) based on the Linux kernel and currently developed by Google.• As of 2015, Android has the largest installed base of all operating systems.• Available in 70 languages

Product

Price• Android is an open source software,

hence software is available for free

• Google controls accessibility, visibility and payment, but it is not exclusive to Google

Promotion

• Android's open nature has encouraged a large community of developers and enthusiasts to use the open-source code as a foundation for community-driven projects. This open nature has allowed the Android community to promote the Android OS

Place

• Phone manufactures such as Samsung, HTC, Micromax etc provide the Android OS with their phones

• Google Play serves as an online store for downloading Android Apps

Market Positioning

Segmentation Basis• Demographic

Segmentation• Middle Class

• Behavioral • Frequent mobile

users

Consideration Set• Apple iOS• Windows OS• BlackBerry OS• Symbian• BADA• Palm OS• Open Web OS

Target Segment• Adults and teenagers

who use mobile phones for the purpose of entertainment or assisting in daily needs

Competitive Frame of Reference• Lowering

technological barriers to smartphone entries

• Low cost and volume based market penetration

References http://www.android.com/ http://www.idc.com/prodserv/smartphone-os-market-share.jsp http://www.gartner.com/newsroom/id/3061917 https://investor.google.com/proxy.html http://www.portal.euromonitor.com/portal/analysis/tab https://en.wikipedia.org/wiki/Android_(operating_system)