Case Study 2 - Google and Android

There has been an out break of Android phones since the open-source mobile operating system was released to the public in December of 2008. It's unprecedented growth after just one year, and 50 Android phones predicted to be available by the end of 2010, has lead analysts to wonder, if this trend can continue and surpass the smartphone giants like RIM, Apple, and microsoft.

Articles talking about Androids success are easy to come by, but one article I read with an argument to predict Andriod's failing was that of Mike Elgan, journalist for Datamation. He claims that Android can't overcome Apple if they can't surpass what he calls, “the only three rules that matter in today's market”: brand appeal, simplicity and applications. No doubt, the iPhone has those down but aren't there other rules that can make a difference? Do people not also enjoy utility, and versatility. What?! You mean you can use any media play available and not be tied to iTunes?! What?! You can plug in with a regular USB cable?! I don't want to say that any android phone can beat the iPhone because of that, but there are other reasons for people to care about what devices they buy. You can view the article here:
http://itmanagement.earthweb.com/mowi/article.php/12069_3849121_1/Why-Android-Could-Fail.htm

Another important topic to address is that Android is not really Google's brand. Although the two are undeniably linked I feel it's important to look at what Android really is. Google purchased Android in 2005 and then in 2007 Google initiated the Open Handset Alliance (a consortium of 65 firms for developing open standards for mobile devices). When Android was launched it was through OHA under the open-source Apache License. Google is simply a member of the alliance. You can visit there site here: http://www.openhandsetalliance.com/

How is Google involved in the mobile device market? Google provides the same thing they've always provided: a simple reliable search engine, a rockin' map application, various other web-based productivity tools, and now a couple of cellphones (G1, Nexus One) that were designed by Google, built by HTC, and run by the Android OS. Okay, now we know where Google stands in all of this. The question I would ask is, “Does Android help Google's brand?”.

It seams to me that by creating the OHA and releasing Android through this consortium of companies who are committed to “greater openness in the mobile ecosystem”, Google has not only given themselves a backdoor in case Android flops, but they've also bolstered their brand image as the company who is working to bring fairness to the internet. Google isn't riding on Androids success, but they will need to solidify loyalty in their brand, and I believe that they know just the points to touch on to make that a reality.