Google Android, the first Google's failure ?

Google AndroidJuly 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

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

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 NokiaRIM

AppleSharpFujitsuOthers

45.2 -13.4 +5.3 / (first year)4.1 -4.1 -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 ?