Google Gears, Google Wave, Nexus Q and of course Google Glass. Is it time to add Android One to the list?
Having been hailed as a significant advance in the march toward global domination by Google's phone operating system, Android One may have to be added to the list of interesting stuff that has not really worked. Google's first set of phone making partners Micromax, Karbonn and Spice have no development road-map for the platform's next batch of devices. Some are clearing available stock at discounts, executives told ET. Intex, Lava and Xolo, which were to join the above three, no longer seem to be keen, leading some to question whether the search giant is planning to drop the Android One project altogether.
Google insisted it's still committed to the product. "We're not backing away from the program," Caesar Sengupta, vice president of product management at Google, told ET. "We have learnt a lot from the initial round with our partners and they have learnt in terms of device availability, in channel and others. Over time, as we work with our partners, we will keep working on making sure that we do things much better." But with the products not doing too well, executives at the three partners said they weren't working on the next lot of Android One devices.
The program was aimed at providing a uniform Android experience through multiple low-cost handset makers. That seems to have backfired it left no scope for differentiation as handset makers competed for the same customers.
Also, Google wasn't able to communicate clearly to customers the difference between an Android One device and a handset running regular in the same price range, experts said. "It seems Google itself has turned out to be the toughest competitor for Android One devices, keeping in mind the wide range of affordable android devices available in sub $100 segment in India these days," said Tarun Pathak, lead analyst at Counterpoint Research.
The US company said it will continue to work with handset makers and introduce more phones, Sengupta said. "Within Google, we're very happy with the progress of Android One," he said. "We will continue to take a lot of learning and keep doing it better in every market that we go to. In India, when we do the next set of devices and launches, you will find us doing it better."
Analysts agreed, saying that Google needs to launch more devices under the program across various price segments for Android One to get back on track again. Close to 800,000 Android One units were shipped since the launch in September last year up to May 31 this year. This is about a third of the sub-$100 smartphones sent to India just in January-March 2015.
Analysts agreed, saying that Google needs to launch more devices under the program across various price segments for Android One to get back on track again. Close to 800,000 Android One units were shipped since the launch in September last year up to May 31 this year. This is about a third of the sub-$100 smartphones sent to India just in January-March 2015.
Officially, Micromax said it was "committed" to the Android One platform and is still selling its Canvas A1 model. Prashant Bindal, chief executive of Spice Mobility Ltd, said, "We sold off what we had imported but nothing concrete is happening (on the next set)."
Karbonn's Sparkle V, the Android One model that it launched at 6,399 INR, is now available for 4,798 INR on Snapdeal. Another executive at a launch partner said the company didn't have "visibility on what are next models that might get ready on Android One." The person didn't want to be named. An executive at another of the initial partners said Android One was a "lost opportunity" and faulty execution was to blame for its performance.
A key lesson for Google was the need to make budget phones available offline as well. "Initially, people couldn't buy them in all channels something we need to address," Sengupta said. Poor response to launch phones has curbed enthusiasm of companies that were supposed to also start making Android One devices. ET learns Xolo and Intex have decided against joining the project while others are confused.
"Everything was finalized, the product was ready but market response was not there, so we dropped the idea," said Sanjay Kalirona, business head for mobile phones at Intex. A Xolo executive, who did not want to be identified, said, "There were initial talks, but we're not pursuing it anymore. More or less, it's a common proposition the scope for differentiation is very little." Apart from Intex and Micromax, the remaining firms declined to comment for this story.
A key lesson for Google was the need to make budget phones available offline as well. "Initially, people couldn't buy them in all channels something we need to address," Sengupta said. Poor response to launch phones has curbed enthusiasm of companies that were supposed to also start making Android One devices. ET learns Xolo and Intex have decided against joining the project while others are confused.
"Everything was finalized, the product was ready but market response was not there, so we dropped the idea," said Sanjay Kalirona, business head for mobile phones at Intex. A Xolo executive, who did not want to be identified, said, "There were initial talks, but we're not pursuing it anymore. More or less, it's a common proposition the scope for differentiation is very little." Apart from Intex and Micromax, the remaining firms declined to comment for this story.
0 comments:
Post a Comment