To manufacturers of smartphones, focused on creating low-cost devices and their implementation in the emerging markets, the program Android One would be a great help. The same objective pursued and Google, which is now part of the holding Alphabet Inc.
The fact is that the previous situation where every little known local producers actually did with OS Android, which has to work his smartphone, What did you want. Or did not want to. Does not always work well, if at a purely technical characteristics of the device was quite impressive for a small price, it is often “curves” set by the OS negate all the progress the manufacturer. And, of course, is reflected on the consumer, who for no reason do not buy a smartphone this brand.
In addition, these local craftsmen simply littered with their necessary and unnecessary applications and without that little memory of his gadgets, sometimes they can not even be removed.
As for the OS itself, it is not enough that it can be delivered not quite qualitatively and updates for it not wait had, because they were not provided by the manufacturer tricky.
Whatever it was, on the East horizon appears very Google, wanting to lend a helping hand to the local brand and get your own benefit. Google CEO Sundar Pichai announced the launch of a program to support producers called Android One in June 2014, its first goal was to India.
For Google, the move was an opportunity to promote their best popular services (Gmail, YouTube) and, of course, advertising in the promising markets of developing countries.
In the mutually beneficial cooperation with the company immediately entered vendors such as Micromax, Karbonn and Spice Mobile. Soon after, in September 2014, Google showed the product partnerships with brands – three smartphone at the price of 6400 Indian rupees ($ 105 at the time). Smartphones have turned out really good for its price: 4.5-inch screen, 1GB of RAM, 4GB – Built-in (of course, with the ability to expand its micro SD card), and as many as two cameras.
Later Android One bearded with the same program, another 19 new markets, including Indonesia, the Philippines, Turkey, Egypt, Morocco and others.
Whatever it was, successful product of cooperation of local manufacturers and Google has not found.
In India, for example, shipments of smart phones from Micromax, Karbonn and Spice Mobile amounted to only 1.2 million units, or 3.5% of devices low price category. At the same time, shipments of smart phones Redmi the same price niche from China Xiaomi totaled as much as 7.5% in the Indian market. Moreover, even Micromax reported the more successful sales of devices that do not become part of the Android One (about 3 million units sold).
It was a serious blow for Google. To somehow taxied position, the company decided to begin selling smartphones at even lower prices. In August this year, she announced plans to sell units for less than $ 50.
However, even this policy is not saved ambitious program Android One.
Analysts excitedly explained the reasons for failure Google. So, one of the items had a negative impact on sales, have become stricter selection criteria “stuffing” for the smartphone manufacturer.
That is Google allowing only buy some parts from certain manufacturers. This policy did not allow the brands to look for cheaper components for smartphones, which would allow to save more, for example, $ 1 in the manufacture of each instance.
Now it became known that Google has worked on the bugs. According to the Wall Street Journal, citing sources, the company plans to give more freedom to producers in terms of selection of “stuffing”, allowing them to purchase items at their own reliable suppliers. Now, as one of the sources said, the manufacturer will be able to choose as many as five different kinds of cameras for your device.
In addition, according to a new partner Google. They will be the Indian smartphone maker Lava International. Joint issue of smartphones in new conditions allow “reset» Android One and potentially more successfully promote Google products in India.
However, some analysts have already noticed that the software update Android One can hardly make a revolution in the industry of smartphones low price category.
Whatever experts say, Sundar Pichai very optimistic.
After all, Pichai himself a native of India, and, apparently, it’s also one of the factors that causes it not to retreat from the idea to saturate the Indian market with inexpensive but high-quality smart phones, making access to modern technologies wider.