Android Going Wider

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Last week Apple gave us the larger, thinner, faster and considerably more expensive iPhone 6. Only they make the hardware. A while ago Apple pretty much invented then ruled the smartphone segment, now it’s a firm second to Android which already has over a billion users so far. Today Google announced the first Android One powered smart phones targeted at the emerging (ie third world) market and it’s coming out at just over $100. That’s an impressive move. It’s not that there haven’t been cheap smartphones out there, there have. This move is interesting because it represents a reliable high quality OS controlled by Google being offered on robust hardware built by major players.

Part of what has driven Google nuts in recent years is that Android as customized and deployed by phone manufacturers has tended to be both twitchy and bloated with custom modules added by the manufactures often to the detriment of the Android user. Not so in the case of Android One. In this version the handset makers will not be able to modify Android. They will be able to add their own apps but Google will control the OS and will be able to update it remotely. That means Google will be much less vulnerable to hardware driven weirdness and will be able to fix problems without relying on the handset guys cooperation.

Seen in the wider context of emerging markets it makes a lot of sense. Much of the developing world has gone straight to wireless without ever touching large scale copper wire. The addition of lower price high quality handsets and very affordable data plans means the the next billion Android users may be a lot closer than we may have thought.

Although this isn’t necessarily an immediate and massive cash win for Google, taking what amounts to global control of the user experience for what will amount to perhaps 30% of humanity is compelling. It will be Google Apps, search and thus ads which will become the global default. You have to admire the long term thinking.

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