Public Policy 3rd Group Assignment Google Group Members:- Berna Tosun - Yuchen Chen - Hamid- Nayma Tasnim

m Islam

Googles Android: WILL IT SHAKE UP THE WIRELESS INDUSTRY IN 2009 AND BEYOND?
1. What is Android, and how does it compare/differ from other operating systems (OS) for smartphones?

Android is a Linux-based operating system for mobile devices such as smartphones and tablet computers. It is developed by the Open Handset Alliance led by Google. Open Handset Alliance On November 5, 2007, the Open Handset Alliance, a consortium of several companies which include Broadcom Corporation, Google, HTC, Intel, LG, Marvell Technology Group, Motorola, Nvidia, Qualcomm, Samsung Electronics, Sprint Nextel, T-Mobile and Texas Instruments unveiled itself. The goal of the Open Handset Alliance is to develop open standards for mobile devices. On the same day, the Open Handset Alliance also unveiled their first product, Android, a mobile device platform built on the Linux kernel version 2.6. On December 9, 2008, 14 new members joined, including ARM Holdings, Atheros Communications, Asustek Computer Inc, Garmin Ltd, Huawei Technologies, PacketVideo, Softbank, Sony Ericsson, Toshiba Corp, and Vodafone Group Plc. Android Open Source Project The Android Open Source Project (AOSP) is led by Google, and is tasked with the maintenance and development of Android. According to the project "The goal of the Android Open Source Project is to create a successful real-world product that improves the mobile experience for end users." AOSP also maintains the Android Compatibility Program, defining an "Android compatible" device "as one that can run any application written by third-party developers using the Android SDK and NDK", to prevent incompatible Android implementations. The compatibility program is also optional and free of charge, with the Compatibility Test Suite also free and open-source. OS Android Windows Mobile Symbian RIM Linux Apple 2. Open or Not Y N N, then Y (after 2008/6) N Y N Has App Store Y Y Y N/A N Y Licence Fee N/A $25 $4 N/A N/A N/A

Why is Google investing so heavily in Android?

Googles most majority of revenue comes from the companys advertising products, which appears on Goggles search pages. They saw an extraordinary growth opportunity in facilitating new types of advertising on smartphones. There is explosive growth in mobile subscribers, and the development of mobile technology to enable a wide range of new mobile application. People can carry mobile phone everywhere; Google thought that over time, they

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Public Policy 3rd Group Assignment Google Group Members:- Berna Tosun - Yuchen Chen - Hamid- Nayma Tasnim Islam

will make more money from mobile advertising. So they thought that mobile sector is the future of the new environment to make more money. Google wants to see Android adopted by a very large percentage of mobile handsets, especially ones that are more feature rich handsets. Their goal is that there are billion plus mobile phones sold every year and they would like to see the majority of those being a very powerful and great phone, connected data experience and be very open. Because of this they make this investment.
3. How and when will Google be able to determine if Android is a success?

Android OS is doing very well for Google, on phones at least, but according to some surveys1, it seems that a lot of people have only joined the Android ranks because it was available on their network and the iPhone wasnt. This could be a problem for Android since all three of largest mobile phone providers may be offering the iPhone soon since AT&T and Verizon have it already and Sprint may soon join the party. When it comes to tablets, Android tablet sales are still lagging a little compared to the iPad. There are several possible reasons, some say that iPads are better, perhaps its due to the large number of apps Apple has to offer compare to their competition. No matter what the reason, however, Google has a great OS and it should be doing better than it is. So what can Google do with a stagnant tablet market and a phone market that may not be so successful in the future? If Android phones and tablets where significantly lower priced than their iOS devices that could win over the masses. Of course, Google is subject to the manufacturers choices of hardware and prices, and they dont control the pricing of the products that hit the market. There are possibly several ways for Google to make their platform more successful. One of them is Subsidizing. What if Google started paying manufacturers to produce the hardware of systems running a certified version of Google Android? This would have some big advantages. First, it would limit the customization that OEMs can do to the system and provide a more seamless experience for users moving from one device to another which is something that Google may want. Second, the price savings would go to the customers, meaning that more Androids will be running around than ever before because people love inexpensive devices.

Google is certainly one of the big mobile OS powers, but the game is still new enough that things can change quickly. Google better start acting with some strategy before, for example Microsoft, gets a hold of these ideas and makes their platform more enticing for the users.

4.

How likely will Google be a Cross Boundary Disruptor (XBD) in the wireless industry? Cross Boundary Disruptor can explained as a powerful entrepreneurial change agent whose strategic actions materially affect the equilibrium in an adjacent or neighboring industry. That is the convergence of a company to other fields as a leading competitor in the market. This concept first came to industry when Apple played their role as a XBD in the music industry with its current 5 efforts to become also one in the
1

http://tech.fortune.cnn.com/2011/08/01/survey-iphone-retention-94-vs-android-47/
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Public Policy 3rd Group Assignment Google Group Members:- Berna Tosun - Yuchen Chen - Hamid- Nayma Tasnim Islam cellular industry. (Ref: 1) Google has always been one of the leading search engines companies and by 2007 they were stated as the largest search engine on the internet. Google's interest in mobile was triggered by the explosive growth of mobile industry. This has offered the field of mobile application development to a high extended height. Google's main source of revenue was Adwords which allowed companies to post their advertisement of Google website. As mobile phone industry included innumerous customers with diversity of just not class and wealth but also geography, so they saw an extraordinary growth of opportunity in this field. It was in late 2007 that Google was planning to introduce advanced software that would allow handset manufacturers to bring Google-powered phones to market by mid-2008 that would make it easier for customers to get a variety of additional services on their phones. Google wants to make it easier for cell phone customers to get a variety of extra services on their phones; from maps to social-networking features to video-sharing. The Google-powered phones are expected to wrap together several Google applications, among them, its search engine, Google Maps, YouTube and Gmail email that have already made their way onto some mobile devices. The most radical element of the plan, though, is Google's push to make the phones' software "open" right down to the operating system, the layer that controls applications and interacts with the hardware. That means independent software developers would get access to the tools they need to build additional phone features. (Ref: 2) To get its way, however, the search giant will have to overcome resistance from wireless carriers and deal with potentially thorny security and privacy issues.(Ref: 2) Because in USA the carriers are the main role player in deciding which handset to run towards consumers, not the handset manufacturers unlike the rest of the world. And USA is biggest market where consumers can afford smartphones in a vast majority. They also run the potential risks for consumers as, if Google isn't careful, sensitive user information could end up in the wrong hands, leading to spamming, stalking or other invasions of privacy. (Ref: 2) Inter-industry competitive dynamics are becoming increasingly important. As a mission statement, Google's CEO Schimdt declared for their launching of Android that, "Our vision is that the powerful platform we're unveiling will power thousand of different phone models". As it states clearly that they are not just spreading out from the software service point of view but also keeping their reach to all phones. In today's market Google Android is considered to be the in the red carpet side by side with Apple app as it being researched 79% interest of developers still lying for Google Android. (Ref: 3) So from the above analysis it is obvious that Google has already built their way steadfast as a Cross Boundary Disruptor (XBD) in the wireless industry. Ref: (1)http://gsbapps.stanford.edu/researchpapers/library/RP1978.pdf (2)http://online.wsj.com/article/SB119369951717475558.html (3)http://www.firstpost.com/tech/windows-phones-struggle-to-keep-app-makers-on-board-255520.html

5.

If you had to purchase an Android smartphone tomorrow, which model would you choose and why? Samsung Galaxy S2 Overview The Galaxy S2 (sometimes known as the Galaxy S II) is the follow up to Samsung's widely successful Galaxy S lineup. This time, the Galaxy S2 raises all the stakes and Samsung has found a way to double almost every spec in a true, one of a kind sequel.
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Public Policy 3rd Group Assignment Google Group Members:- Berna Tosun - Yuchen Chen - Hamid- Nayma Tasnim Islam With a 4.3-inch SAMOLED Plus screen (no more Pentile Matrix display), 1.2GHz dual-core Exynos processor, 8MP rear camera/ 2MP front-facing camera, both 1080p recording and playback, NFC capabilities, great battery life and one of the thinnest phones on the globe, the Galaxy S2 is a welcome update to the Galaxy family. Superphones don't get much better than this. Many have heralded the S II as being the best smartphone to come out yet, with some reviewers saying that even the iPhone 4 can't beat it. It has Samsung's overlay, TouchWiz 4.0, which is said to be leaps and bounds better than 3.0. Samsung Galaxy S2 Specs General Form Factor: AKA: Candybar Samsung Galaxy S II, Samsung Galaxy S II 4G Date Released 2011/04/28 (YYYY/MM/DD): Size Weight: Dimensions: Display Resolution: Size: Type: Camera Video: Flash: Auto-focus: Megapixels: Connectivity GPS: USB: Bluetooth: Wi-Fi: HDMI: Multimedia Headset Jack: Radio: Battery Type: Hardware/OS Operating System: Internal Memory: External Memory: Android 2.3 16GB MicroSD (up to 32GB)
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116g 125.3 x 66.1 x 8.49mm 480x800 4.3 inches Super AMOLED Plus 1080p full HD Playback Recording at 30fps LED Flash Yes 8MP (Rear), 2MP (Front) and

A-GPS MicroUSB 2.0 Bluetooth 3.0 802.11 a/b/g/n Yes, MHL-enabled microUSB port 3.5mm FM Radio 1650 mAh

Public Policy 3rd Group Assignment Google Group Members:- Berna Tosun - Yuchen Chen - Hamid- Nayma Tasnim Islam RAM: 1GB RAM Processor: 1.2GHz dual-core Exynos processor XMM6260

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