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Google Android
   July 2008 UoW
Basic Concepts



• Smartphone

• Operating System

• Google Android
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 ?
Presentation

• Major actors of the market :
 - Symbian (Nokia)
 - RIM
 - Apple
 - Microsoft
 - Linux based OS
Focus on the Android Project

• Open Handset Alliance (OHA)




                            ...
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
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
Android : internal analysis con’t
                                          Available Everywhere


                                                                                           ...all Google
google.com
                      Google        Google           Google               Google
                                    AdSense           Maps
                                                                Gmail                            Labs
                      Adword                                             Document
                                                                                               releases




               Search Engine                  WebApplications              Business
                                                                          Applications




                                                  Google
              Google Search                                             Operating System
                                                Applications
                                                                         Development




             Ranking Algorithm                  Computing               Datawarehouse
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%)
Android : and now, +




• Android is a Google product
• communauty appeal
• pool of applications
Android : and now, -

• delay
• negative feedbacks
• carriers difficulties
• OHA handset makers market shares
                         Market Share %   Comparison to Y-1
             Nokia           45.2                 -
              RIM             13.4               +
             Apple            5.3           / (first year)
             Sharp            4.1                 -
             Fujitsu          4.1                 -
            Others            27.9                -
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
Conclusion


• Good Resources
• Sufficient to be the dominant design ?
• Importance of complementary goods
  and launching time
Questions ?

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Google Android, the first Google's failure ?

  • 1. Google Android July 2008 UoW
  • 2. Basic Concepts • Smartphone • Operating System • Google Android
  • 3. 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 ?
  • 4. Presentation • Major actors of the market : - Symbian (Nokia) - RIM - Apple - Microsoft - Linux based OS
  • 5. Focus on the Android Project • Open Handset Alliance (OHA) ...
  • 6. 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
  • 7. 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
  • 8. Android : internal analysis con’t Available Everywhere ...all Google google.com Google Google Google Google AdSense Maps Gmail Labs Adword Document releases Search Engine WebApplications Business Applications Google Google Search Operating System Applications Development Ranking Algorithm Computing Datawarehouse
  • 9. 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%)
  • 10. Android : and now, + • Android is a Google product • communauty appeal • pool of applications
  • 11. Android : and now, - • delay • negative feedbacks • carriers difficulties • OHA handset makers market shares Market Share % Comparison to Y-1 Nokia 45.2 - RIM 13.4 + Apple 5.3 / (first year) Sharp 4.1 - Fujitsu 4.1 - Others 27.9 -
  • 12. 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
  • 13. Conclusion • Good Resources • Sufficient to be the dominant design ? • Importance of complementary goods and launching time