The document discusses fragmentation in the Android platform and opportunities for competition and cooperation. It identifies three types of Android platforms: standard Google phones, Android powered phones with custom UIs/services, and specialized Android devices. While fragmentation poses challenges, the document argues there are big opportunities for developers if Android supports a common native/managed/web platform across devices. This would provide compelling returns through a single marketplace and development tools to reach multiple OEMs/carriers. Cooperation across device types could accelerate growth.

1. Fragmentation of Android Platforms
2009.12.08

2. Agenda
Fragmentation of Android platforms
How to compete with each other
How to evolve together
Big opportunity with Android

3. It’s All Android, All the time

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. 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. 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. 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. 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. The obligation-free option
The manufacturers cannot preload popular Google applications, like Gmail or Google calendar
http://www.zii.com/Developer/SDKProducts.aspx

10. How to compete
with each other?
http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-years-end/

11. Google Standard Phone Android Powered Phone Android Based Devices
3 kinds of Android Platform

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. Acer Liquid LG GW620 HTC Dream
More compelling Design
http://www.wired.com/gadgetlab/2009/10/android/

14. Price War begins

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. 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. HTC’s Brand UI & Customized Software
http://www.engadget.com/photos/htc-hero-screenshots/2162006/

18. Samsung Behold 2 HTC Hero T-Mobile Pulse
Customized Home Screen

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. Customized Software in MOTOBLUR
http://www.engadget.com/photos/motorola-cliq-ui-gallery/2365913/

21. Social Home Screen Address Sync with SNS Apps with SNS
Push Mailbox Free FInd MyPhone Synced Calendar
Integrated Services with SNS

22. Own Branded Platform
OPhone OS
http://www.borqs.com/index.jsp

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. 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. Hardware Platform HDTV Output Media Rich AP
ZiiLab’s Egg platform
http://www.idg.co.kr/newscenter/common/newCommonView.do?newsId=58507

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. OESF with Android

28. http://www.oesf.jp/modules/activity/index.php?content_id=2

29. Fragmentation is Really bad?

30. Is it enough with only iPhone?

31. Big Opportunity with Android

32. Three Platforms in Android
Native, Managed, Web Platform

33. Native Development Kit
Native Platform, NDK

34. Flash & Java
Managed Platform

35. Web Platform with HTML5

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. Michael Hwang
Convergence platform Advisor
: u-Platform
http://futurewalker.kr
http://twitter.com/marsnine