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Google Android, the first Google's failure ?
 

Google Android, the first Google's failure ?

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Google Android, the first Google's failure ?

Google Android, the first Google's failure ?

A report about what Google can do for its smartphone OS...

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    Google Android, the first Google's failure ? Google Android, the first Google's failure ? Presentation Transcript

    • 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 ?