Google Android
July 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

Android : internal analysis con’t
Available Everywhere
...all Google
google.com
Google Google Google Google
AdSense Maps
Gmail Labs
Adword Document
releases
Search Engine WebApplications Business
Applications
Google
Google Search Operating System
Applications
Development
Ranking Algorithm Computing Datawarehouse

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
Nokia 45.2 -
RIM 13.4 +
Apple 5.3 / (first year)
Sharp 4.1 -
Fujitsu 4.1 -
Others 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 ?