The document discusses the significant market share and growth of Android, highlighting its rise to 51.9% of the US smartphone market and 48% of the tablet market in 2012. It describes the evolution of Android through three generations, emphasizing its increasing mainstream appeal, improved user experience, and versatility beyond mobile devices. Additionally, it addresses common myths about Android development, asserting that its design flexibility and market presence should not be overlooked by businesses.

1. Let’s Talk
Android

2. Android is enormous
and cannot be ignored
(runs on 75% of all smartphones)
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3. By the numbers
Strategic Platform Tablet Growth
Android used to be a follow-up Companies should begin to think
platform, but companies now about Android tablets the same
need to focus on Android in their way they think about iPad
mobile entry plan
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4. Android increased to 48% of the tablet market
share in 2012, up from 15% in 2011
Android currently has 51.9% of the US smartphone
market share, while iOS has 34.3%
189.7 million Android users on Facebook vs.
178.3 million on iOS
1.3 million new activations every day
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5. Android Is the Largest,
Fastest Growing Mobile OS
worlDwiDe SmartPhone oS marketShare
An dr oi d iO S Other
100%
Half a Billion Activations to Date
80%
1.3 Million Activations Per Day
60%
4x As Many Users Globally as iOS
40%
20%
0%
20 11 Q 32 01 1 Q4 2012 Q1 2012 Q2 2012 Q3
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6. The numbers don’t lie
2011 2012
4%
Other
15% 48%
Android Android
81% 52%
Apple iPad Apple iPad
Of the 11% of US adults who owned a tablet in 2011 Of the 22% of US adults who own a tablet today
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7. Android is now on par with iOS.
Simplified. Beautiful. Smarter users.
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8. Consistent Design
Proof: Android released their Design Guidelines in January
2012 to make Android design more consistent
Fewer Versions
Over 34% of Android users already
use ICS and Jelly Bean, and Gingerbread
(50.8%) can largely support new Android design
patterns.
New Framework Features
Flexible UI, faster transitions, standard UI, etc.
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9. 1st Generation: Android’s Early Days
Software
• Trying to catch up with iOS
• Frequent updates, basic functionality
• Poor user experience, little appeal
Devices
• Cheap hardware
• Widespread fragmentation
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10. 2nd Generation: Exploring Its Identity
Software
• Greater focus on design
• More functionality
• Still geeky
Devices
• Hardware built for Android
• Fragmentation continues
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11. Current Generation: Android Is Mainstream
Software
• Stunning UX at the heart of Android’s framework
• Applications are beautiful, optimized, delightful
• Android’s design adapts across all devices
Devices
• Incredible devices flooding the market
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12. The Three Generations of Android
1st Generation 2nd Generation 3rd Generation
Little Appeal Growing User Base Mainstream
Cheap Hardware Better Devices Stunning Devices
High Fragmentation Greater Functionality Beautiful UX
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13. Android’s past is Fading Away
Android Devices in Market
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14. The new generation is emerging
Current generation has over 150 million
active Android users (34.2% of all users)
2nd generation is on the decline, and
will drop dramatically as users reach the
end of their 2-year upgrade cycle (61.1% on
Froyo and Gingerbread, down from 76.1%
in August)
1st generation has almost
completely disappeared, with just 15
million remaining users (3.1%)
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15. Android is bigger than just mobile
(development isn’t limited to phone/tablet)
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16. Machine-to-Mobile (M2Mo)
Android can merge with previously
non-connected machines, enhancing
them with anything from a more
powerful user interface to always-on
cloud connectivity
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17. SEAMLESS
Android has been used to power
Designing for Android
TVs, cars, satellites, consumer devices, requires you to think beyond
household electronics, and more any one device interface
CONNECTED
Android can fuel a
range of devices across FLEXIBLE
a massive ecosystem Fluid experience
across devices
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18. Escort
We connected radar detectors to the
phone to create a real-time map of
alerts from around the nation
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19. Lennox
We constructed a mobile
thermostat to manage home
temperatures from anywhere
in the world
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20. Medical device
manufacturer
We drew data from a sleep apnea
machine and pushed it to the cloud
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21. Android’s Customization Is Opportunity
Amazon completely splintered Android to power the Kindle Fire, and many OEMs have used this to build their own custom UI.
Customization makes it possible to:
Maintain absolute control of a device in a
highly secure environment
Make Android look like anything you want
Own your company’s OS when Windows or
Linux won’t suffice
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22. The Android
Experience
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23. Enterprise Enabled Flexible Delivery Options
Beautiful, Consistent Design Less Fragmentation
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24. Beautiful, Consistent Design
Since the release of Ice Cream
Sandwich, Android now inherently
supports a beautiful, cohesive
experience across all modern devices
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25. Beautiful, Consistent Design
Hardware tech specs and appeal is catching up
with – and has in some ways surpassed — Apple.
• Fluid gestures and transitions
• Design naturally adapts across devices, screen sizes, and resolutions
• Distinct but consistent feel across phone and tablet
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26. Enterprise Enabled
Android’s open framework
can be tailored to suit the
needs of any organization
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27. Mobile Device Management (MDM) Security
Lock users out if Encrypt device data Enforce password use Remote or triggered
they install an device wipes
unauthorized app
Plus other features
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28. Deployment
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Enterprises can create their own app stores
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29. Customization
Companies can create custom version of Android to match their needs
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30. Flexible Delivery Options
Publishers can distribute Android applications any way they see fit. The open
platform allows you to bypass the store entirely for private distribution, or utilize
a number of app marketplaces for global reach
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31. Enterprise Deployment
App Marketplace Direct distribution Host on the web Licenses available
(e.g. Google Play) through email through Google Play
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32. Consumer Deployment
App Marketplace Target users by: Host and share
(e.g. Google Play, • Device applications privately
Amazon, Carrier) • Geography
• Capabilities
• Platform versions
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33. Fragmentation
How do you manage fragmentation?
• Ensure coverage across the right set of devices for
your solution - everything before Gingerbread is
outdated, and many companies are already choosing
to focus only on Ice Cream Sandwich (4.0) and newer
• Design for the current generation of Android UI: Ice
Cream Sandwich and Jelly Bean
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34. Fragmentation
How do you address future fragmentation?
• Only 1 major release per year from Google, reducing fragmentation
• Google’s PDK is available 2-3 months before a new release to verify new features on all devices
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35. Myths about Android

36. Myth #1 Myth #2
Android solutions must be designed for An Android solution takes longer to develop
every possible device and form factor than an iOS solution
Myth #3 Myth #4
An Android solution should be developed An Android solution has to be tested on
after an iOS solution hundreds of devices
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37. Myth 1: Android solutions must be designed for every possible device and
form factor
Designing for Device Diversity
Android’s flexible design framework allows us to build across all modern
devices with just a few optimized layouts that adjust to their surroundings
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38. Myth 2: An Android solution takes longer to develop than an iOS solution
Development Is No Longer a Hurdle
Yesterday’s Android: Today’s Android:
• Android visual design guidelines didn’t exist • Android provides strong visual design
guidelines
• General approach for designing screens
for Android was to mimic iOS • Don’t need to waste time recreating iOS
widgets and actions - these now exist for
• Screens were designed with widgets that
Android
needed to be customized so that they
functioned like they would on the iOS
platform
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39. Myth 3: An Android solution should be developed after an iOS solution
Android Must Be a Primary Consideration
The Android audience is now too
large and too mature to ignore.
#1
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40. Android Must Be a Primary Consideration
Is it a consumer play? Is it an enterprise play?
Android and iOS need to be available at BYOD trends are pushing Android into
the same time. Instagram learned this the enterprise. Companies can no longer
lesson, and Facebook now has more ignore this growing demand
users on Android than on iOS
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41. FAcebooK usAge sTATs
189.7mm 178.3mm
ANDROID USER S iOS USERS
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42. Myth 4: An Android solution has to be tested on hundreds of devices
Testing is Manageable
There are a huge number of devices
in the Android ecosystem, but we
don’t need to test every one.
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43. Testing is Manageable
Embrace automated testing
• Use tools such as Junit for unit and integration tests
• Use Robotium for system level UI testing
• Use CI (Continuous Integration) to execute these
tests each time a developer checks in code
• Use manual testing to test areas of the system that
need a human touch such as using the camera,
sensors, telephony, Bluetooth, and NFC
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44. Real World Testing Example
Millions of people access Netflix on 1000 different Android devices every day.
But Netflix tests with just 10 phones and 4 tablets using the following criteria:
At least one device for Choose devices with Support each major Choose devices that
each playback pipeline high- and low-end operating system as well are most heavily used by
architecture they support processors as well as as several custom ROMs Netflix’s Subscribers.
devices with different
memory capabilities
Read more about Netflix’s testing process.
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45. Questions?
Get in touch.
Mutual Mobile has delivered over 400 mobile
experiences across Android, iOS, Windows 8, and Web.
Our end-to-end solutions have delighted major clients
including Google, Audi, Cisco, and Xerox.
www.mutualmobile.com facebook.com/mutualmobile @MutualMobile
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