Google acquired Android Inc. in 2005 to enter the mobile phone market. Android is an open source, Linux-based operating system used primarily in smartphones and tablets. It has grown to power over 1.4 billion devices worldwide in 2015, giving it the largest market share of any mobile OS at 78%. This is due to Android being adopted by many manufacturers, offering greater customization and price variety than competitors like Apple's iOS. Google's strategy has focused on positioning Android as an affordable, customizable OS to attract first-time smartphone buyers and developing markets.

1. Google’s Positioning of Android

2. 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.

3. 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.

4. • 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

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

6. Forecast of global smartphone shipments from 2010 to 2019
173.5
304.7
494.5
725.3
1019.7
1300.4
1447.3 1435
1579
1873 1928.4
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013 2014 2015* 2016* 2017* 2018* 2019*
(Units in millions)

7. Worldwide Market Share of Smartphone Operating Systems
Period Android iOS Windows Phone BlackBerry OS Others
Q1 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%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Q1 2012 Q1 2013 Q1 2014 Q1 2015
(Share in Unit Shipments)
Android iOS Windows Phone BlackBerry OS Other

8. Worldwide Smartphone Sales by
Operating System in 1Q 2015
78.9%
17.9%
2.5% 0.4% 0.3%
(Units in Thousands)
Android iOS Windows Blackberry Other OS
22%
18%
8%
7%
4%
41%
Samsung Micromax Intex Lava Xiaomi Others
Smartphone Vendor Share in India Q4
2014
Total 336,054 units

10. The 4 Ps of Google Android

11. • A Linux-based operating system for mobile devices such as smartphones and tablet computers
• Android is an open source software
• There are more than 4,00,000 apps in the Android market
• Supports optimized graphics VGA , 2D graphics and 3D graphics
• Android supports Java applications

13. Products Running Android OS
Smartphones Tablet Computers Wearable Devices
TV’s Cars

14. Some of the Brands Selling Android Phones in India

15. 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
Android phones are available in a wide
variety of smartphones.
Price Range of Android Phones in India
range from Rs 1,999-Rs 60,900

17. India is traditionally known for the offline
retailing. However, the new players
disrupted the market by entering into
exclusive arrangements with the leading
online players like Flipkart and Amazon.
The number of retail outlets in the
country are a little over 400K and
smartphones are sold in a quarter of
those outlets.
Online Channel contributes to over 10%
smartphone sales in India
Google Play serves as an online store for
downloading Android Apps

18. Online Store
Retail Store

19. Android is part of the Open Handset Alliance. Which is a consortium of 84 firms to develop open
standards for mobile devices. Notable members are HTC, Sony, Dell, Intel, Motorola, Qualcomm, Texas
Instruments, Samsung Electronics, LG Electronics, T-Mobile, Sprint Corporation.

20. “Be together. Not the Same” Promotional
Campaign launched on the android
YouTube channel.
Aimed at India to upgrade to Lolipop 5.1
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
Promoted by companies that provide
products that run Android OS
https://www.youtube.com/watch?v=kFN
8NsgYiD0

23. Adults and teenagers who use mobile phones for the purpose of
entertainment or assisting in daily needs
• Demographic: Adults and teenagers, Low to Middle class income
• Geographic: Worldwide (More popular in Asia)
• Psychographic: Tech Savvy customers
• Behavioral: Frequent mobile users

26. • Quality hardware and software handsets
• Low cost and volume based consumer
electronics
• Motorola Droid Brand Positioning
“For the technology leader who needs the latest
and greatest device, the Motorola Droid is
the iphone killer, with a giant screen and the
ability to run multiple applications with ease. ”

28. POD
• Open source software
• High customizability and user control
• Multiple companies have adopted Android. Example: Samsung, Sony, HTC etc
• Android OS uses mainly Java, making it easier for developers to make develop Apps
• Android offers developers an open development platform and allows them the liberty to use third-party-tools for app development
• Comparatively cheaper one time registration fee of $25 for Android app developers compared to an annual fee of $99 for ios app
developers
• Large Android Developer Community
POP
• Wide number of apps available
• Available in multiple languages
• Provide software for Map (Google Maps vs Apple Maps)
• Voice calling and voice commands
• Media Streaming Support
• Connectivity (Bluetooth. Tethering)
• Touch Screen Interface

30. Phones running Android offer similar or better specifications at 1/3rd the price of an iPhone

32. Multiple Brands running Android OS
Only Apple phones run iOS

34. High Functionality
High Price
Low Functionality
Low Price

36. • Android has managed to establish itself as a market leader in
Smartphones
• It is positioning its phones to be low price with high functionality
• Android’s main competitor is Apple iOs
• Android has been stealing market share from Apple iOs by
constantly improving and upgrading the Android OS while trying to
keep low prices as well as over a better user experience.

37. 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)
https://www.idc.com/getdoc.jsp?containerId=prIN25448315
http://www.telecomcircle.com/2014/09/india-mobile-market-entry/
http://scholars.unh.edu/cgi/viewcontent.cgi?article=1166&context=honors