4. How it began?
▸It started as start-up company developing an open source for
digital cameras by Andy Rubin and Chris White
▸Rich Miner was working at Orange Ventures and identified the
need of having an open operating system for mobile phones
▸At this time, the industry was not well positioned to deliver
this opportunity
▸Soon, Miner and Rubin started to work on idea of developing
an open operating system for mobile phones
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5. Google Acquisition
▸In July 2005, the team sold Android to Google and stayed on
after the acquisition
▸The project remained stealth until November 2007, when
Google led the unveiling of the Open Handset Alliance(OHA)
▸The OHA had 34 partners including mobile carriers, chipset
and handset manufacturers and application providers
▸Most prominent members were T-Mobile, Intel, Motorola,
HTC, Qualcomm and Samsung
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6. Android Developer Community
▸On November 13, 2007, the first release of the Android Software
Development Kit (SDK) became available for free download
▸The SDK included the entire software package needed to operate the
hardware of Android Enabled mobile handset
▸The launch of Android Developer Challenge saw 500,000 copies of
the SDK downloaded within less than three months
▸This became the initialization of Android Developer Community
which would be responsible for developing third party applications
for Android enabled mobile phones
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7. How Android was different from other OS for
Smartphones
Android
It is Open Source
It had an App Store
It did not charged any
Licence Fee
Windows
It was not an Open Source
It had an App Store
It charged $25 as Licence
Fee
Symbian
It was not an Open Source
untill 2008/9
It had an App Store
It charged $4 as Licence
Fee
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Apple
It was not an Open Source
It had an App Store
It did not charged any
Licence Fee
9. Reason behind Spending as per Case facts?
▸ In 2007, Google was the largest search Engine on the Internet
▸ The vast majority of revenue came from advertising products
- 99% in 2007
- 97% in 2008
▸ Google’s interest in telecommunication was driven by explosive growth in
mobile subscribers and the development of mobile technology to enable
wide range of new mobile applications
▸ In 2007, 1Billion handsets were shipped and it was expected to grow to 1.9
Billion by 2012
▸ As per Schmidt, Google wanted very, very targeted advertising and they
wanted to make money from mobile advertising
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10. When and how will Google able to determine if Android
is success?
▸ To answer this we need to look what objectives Google had in mind when
they decided to enter smartphone market
▸ By 2007, there were 3.5 billion mobile phone subscriber which were expected
to grow to 5.4 billion by 2011
▸ The ideal scenario to determine the success of Android will be to identify
how many handsets are operating on Android platform and how many
applications are available in Android Market place for users
▸ The success of Android can determined within one or two years, as Google
will be able to identify how it is detering the Market share of Symbian OS and
how the OHA members are able to remove Nokia from market leader position
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11. To what extent the
stakeholders are aligned
with Google?
What impact would this have
on the viability of OHA?
12. Shareholders in Google
▸ Majority of voting rights are held by Larry Page and Sergey Brin
▸ Both the founders have used the Danger platform with Google services
which was earlier version of Android
▸ The next disruptive technology was Smartphones at that time so, Google
couldn’t afford to forgo this opportunity
▸ Google was targeting mobile users for increasing the efficiency of targeted
advertisement
▸ Thus this project was supported by Google’s shareholders due to high return
in the future
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13. Viability of OHA
▸ Open Handset Alliance (Organization): a consortium of
hardware, software, and
telecommunication companies
▸ Developers of Android include Google, Open Handset Alliance, Android Open
Source Projects
▸ Android is not owned by Google. It is just the main organization of the
consortium and android is Open Source
▸ Google completely supports the development process of Android
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14. Are Nokia and Apple
Threat to Android?
Can Android be the
WTA?
15. When and how will Google able to determine if Android
is success?
▸ Apple’s Iphone was a hit in the market with its touch screen UI and easiness
to use internet related services
▸ Nokia has highest market share with Symbian OS
▸ The integration of Google services is easy for these platforms so the
competitive advantage of Google could have been lost and Android might
not have gain popularity
▸ Google could overcome these obstacle by having strong OHA members and
supporting them to develop smartphone which could tackle Apple and Nokia
and Google and also learn from these OHA members and slowly develop
hardware competency
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16. Scope of Winner takes All for Android?
▸The OS depends on Linux technology each OS has differentiated
advantages over each other
▸The features are differentiated in every Mobile OS
▸The market share of these platforms depends on the compatible
hardware manufactured by third party which were OHA members
▸Thus, it is difficult for Android to have WTA advantage in this market
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