Fragmentation of Android Platforms
              2009.12.08
Agenda

Fragmentation of Android platforms

How to compete with each other

How to evolve together

Big opportunity with A...
It’s All Android, All the time
1.    Acer A1
                                     2.    Compulab Exeda
                                     3.    Dell Op...
Android Devices
                                           1. Archos 5 Internet Tablet – September 15th
                  ...
What is a difference
     in terms of Google?


http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-b...
The bigger strings option
                                or the no-censorship
They include a range of Google applications...
The small strings option
Manufacturers sign a distribution agreement to include Google applications on the phone.Of the 18...
The obligation-free option
    The manufacturers cannot preload popular Google applications, like Gmail or Google calendar...
How to compete
           with each other?


http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-y...
Google Standard Phone   Android Powered Phone   Android Based Devices




    3 kinds of Android Platform
Standard Resolution
        (HVGA, WVGA)

        Standard Form Factor
        (Touch, Slide Qwerty)

        Standard API...
Acer Liquid               LG GW620                              HTC Dream




   More compelling Design
              http...
Price War begins
Limited variant of Form Factor

 Customized Home Screen

 Own Brand UI & Software

 Own Brand Services

 Own Brand Platfor...
General Mobile DSTL1                           Compulab Exeda                              HighScreen PP5420



Limited va...
HTC’s Brand UI & Customized Software
         http://www.engadget.com/photos/htc-hero-screenshots/2162006/
Samsung Behold 2   HTC Hero   T-Mobile Pulse




 Customized Home Screen
Not just a Custom UI

Not just a Custom Home Screen

Not just a Custom UI & Software

Not just a embedded software

Moto’s...
Customized Software in MOTOBLUR
      http://www.engadget.com/photos/motorola-cliq-ui-gallery/2365913/
Social Home Screen   Address Sync with SNS   Apps with SNS




 Push Mailbox        Free FInd MyPhone       Synced Calenda...
Own Branded Platform
    OPhone OS
      http://www.borqs.com/index.jsp
LG GW880                      Lenovo O1                                Dell Mini 3i


  OPhones for China Mobile’s
      4...
Various types of Device

                        Normally not including Google services

                        Own Brand...
Hardware Platform               HDTV Output                              Media Rich AP



     ZiiLab’s Egg platform
     ...
Accelerated video, graphic and imagine
                        Full integration with SurfaceFlinger
                      ...
OESF with Android
http://www.oesf.jp/modules/activity/index.php?content_id=2
Fragmentation is Really bad?
Is it enough with only iPhone?
Big Opportunity with Android
Three Platforms in Android
       Native, Managed, Web Platform
Native Development Kit
       Native Platform, NDK
Flash & Java
  Managed Platform
Web Platform with HTML5
Compelling ROI for 3rd party

Single Marketplace for Cross OEM, Carrier
     Single dev tool for Cross devices
Single deve...
Michael Hwang
Convergence platform Advisor
   :             u-Platform
     http://futurewalker.kr
http://twitter.com/mars...
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Platform Fragmentation With Android

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Competition status of Android Platforms

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  • Platform Fragmentation With Android

    1. 1. Fragmentation of Android Platforms 2009.12.08
    2. 2. Agenda Fragmentation of Android platforms How to compete with each other How to evolve together Big opportunity with Android
    3. 3. It’s All Android, All the time
    4. 4. 1. Acer A1 2. Compulab Exeda 3. Dell Ophone mini3i – Benzine Android Phone 4. 5. 6. Geek Phone One General Mobile DSTL1 Haier H7 7. HKC Pearl 8. HighScreen PP5420 9. HTC Click – Fiesta – Tattoo – October 10. HTC Desire 6200 – October 11. HTC Dream – T-Mobile G1 12. HTC Hero – G2 Touch 13. HTC Lancaster 14. HTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A6188 15. HTC Passion 16. HTC Predator 17. Huawei U8220 – T-Mobile Pulse – October 8th 18. Huawei U8230 19. Innocomm Skate 20. Kogan Agora 21. Koolu Freerunner 22. Lenovo O1 Ophone 23. LG Etna 24. LG GW620 Eve – November 2009 25. LG GW880 26. Motorola Heron 27. Motorola MB200 28. Motorola MB300 29. Motorola Morrison – Cliq – DEXT – October 30. Motorola Sholes – Calgary – Tao – Droid – December 17th 31. Openmoko GTA02 32. Philips V808 33. Qigi i6 34. Samsung Behold 2 T939 35. Samsung Bigfoot 36. Samsung Galaxy i7500 37. Samsung Galaxy Lite i5700 – 2010 38. Samsung Houdini 39. Samsung InstinctQ m900 – October 11th 40. Samsung m850 Q 41. Sciphone N12 42. Sony Ericsson XPERIA X3 Rachael 43. Sunno S880 – October 15th 44. Tiger G3 45. ZTE Android http://www.googleandblog.com/faq-about-google-android/
    5. 5. Android Devices 1. Archos 5 Internet Tablet – September 15th 2. Cloud Telecomputers Glass 3. Creative Zii Egg 4. ENT ET-M4301 5. eviGroup Wallet MID 6. GiiNii Movit Maxx 7. GiiNii Movit Mini 8. Hard Kernel ORDROID 9. RAmos T11 10. Skytone Alpha 680 11. SMiT Android MID-560 12. Touch Revolution NIMble http://www.googleandblog.com/faq-about-google-android/
    6. 6. What is a difference in terms of Google? http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-years-end/
    7. 7. The bigger strings option or the no-censorship They include a range of Google applications that the carrier and handset maker agree not to remove from the phone. The carrier and handset maker also agree not to censor access to the Android market.Of the phones coming out this year, five or six belong to this category
    8. 8. The small strings option Manufacturers sign a distribution agreement to include Google applications on the phone.Of the 18 to 20 phones coming out this year
    9. 9. The obligation-free option The manufacturers cannot preload popular Google applications, like Gmail or Google calendar http://www.zii.com/Developer/SDKProducts.aspx
    10. 10. How to compete with each other? http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-years-end/
    11. 11. Google Standard Phone Android Powered Phone Android Based Devices 3 kinds of Android Platform
    12. 12. Standard Resolution (HVGA, WVGA) Standard Form Factor (Touch, Slide Qwerty) Standard API maintained by Google Limited UI Customization Differentiate with Design & Price Mass & Global Market for 3rd Party Google Standard Phone
    13. 13. Acer Liquid LG GW620 HTC Dream More compelling Design http://www.wired.com/gadgetlab/2009/10/android/
    14. 14. Price War begins
    15. 15. Limited variant of Form Factor Customized Home Screen Own Brand UI & Software Own Brand Services Own Brand Platform with new API would not be Niche Markets Android powered phone http://www.googleandblog.com/faq-about-google-android/
    16. 16. General Mobile DSTL1 Compulab Exeda HighScreen PP5420 Limited variant of form factor http://www.androidauthority.com/index.php/2009/01/27/general-mobile-showing-dual-sim-dstl1-android-phone-at-mobile-world-congress/ http://www.compulab.co.il/exeda/html/exeda-datasheet.htm
    17. 17. HTC’s Brand UI & Customized Software http://www.engadget.com/photos/htc-hero-screenshots/2162006/
    18. 18. Samsung Behold 2 HTC Hero T-Mobile Pulse Customized Home Screen
    19. 19. Not just a Custom UI Not just a Custom Home Screen Not just a Custom UI & Software Not just a embedded software Moto’s own Brand Services Working with own Server Own Brand Services MOTOBLUR http://www.googleandblog.com/faq-about-google-android/
    20. 20. Customized Software in MOTOBLUR http://www.engadget.com/photos/motorola-cliq-ui-gallery/2365913/
    21. 21. Social Home Screen Address Sync with SNS Apps with SNS Push Mailbox Free FInd MyPhone Synced Calendar Integrated Services with SNS
    22. 22. Own Branded Platform OPhone OS http://www.borqs.com/index.jsp
    23. 23. LG GW880 Lenovo O1 Dell Mini 3i OPhones for China Mobile’s 498M Customers http://www.idg.co.kr/newscenter/common/newCommonView.do?newsId=58507
    24. 24. Various types of Device Normally not including Google services Own Brand Platform Niche Markets or Not? Competition across the market segment Android based devices http://www.googleandblog.com/faq-about-google-android/
    25. 25. Hardware Platform HDTV Output Media Rich AP ZiiLab’s Egg platform http://www.idg.co.kr/newscenter/common/newCommonView.do?newsId=58507
    26. 26. Accelerated video, graphic and imagine Full integration with SurfaceFlinger OpenGL ES 3D graphics 1080p HD video output High Quality Audio Enhanced User Interfaces Image Processing Accelerated web browsing Zii Egg with Android http://www.googleandblog.com/faq-about-google-android/
    27. 27. OESF with Android
    28. 28. http://www.oesf.jp/modules/activity/index.php?content_id=2
    29. 29. Fragmentation is Really bad?
    30. 30. Is it enough with only iPhone?
    31. 31. Big Opportunity with Android
    32. 32. Three Platforms in Android Native, Managed, Web Platform
    33. 33. Native Development Kit Native Platform, NDK
    34. 34. Flash & Java Managed Platform
    35. 35. Web Platform with HTML5
    36. 36. Compelling ROI for 3rd party Single Marketplace for Cross OEM, Carrier Single dev tool for Cross devices Single developer groups for Cross devices Single Framework for Cross devices
    37. 37. Michael Hwang Convergence platform Advisor : u-Platform http://futurewalker.kr http://twitter.com/marsnine
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