google android, the first google's failure ?
DESCRIPTION
Google Android, the first Google's failure ? A report about what Google can do for its smartphone OS...TRANSCRIPT
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Google AndroidJuly 2008 UoW
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Basic Concepts
• Smartphone
• Operating System
• Google Android
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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 ?
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Presentation
• Major actors of the market :
- Symbian (Nokia)
- RIM
- Apple
- Microsoft
- Linux based OS
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Focus on the Android Project
• Open Handset Alliance (OHA)
. . .
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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
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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
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Ranking Algorithm Computing Datawarehouse
Search Engine WebApplications
Google Search
Business Applications
GoogleApplications
...all Google Labs
releases
GoogleDocument
GoogleMaps
GoogleAdSense
GoogleAdword
Gmailgoogle.com
Available Everywhere
Operating System Development
Android : internal analysis con’t
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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%)
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Android : and now, +
• Android is a Google product
• communauty appeal
• pool of applications
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Android : and now, -
• delay
• negative feedbacks
• carriers difficulties
• OHA handset makers market shares
Market Share % Comparison to Y-1 NokiaRIM
AppleSharpFujitsuOthers
45.2 -13.4 +5.3 / (first year)4.1 -4.1 -27.9 -
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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
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Conclusion
• Good Resources
• Sufficient to be the dominant design ?
• Importance of complementary goods and launching time
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Questions ?