Google chose to design Android to compete with Apple phones. Android is software that other smartphone manufacturers use for system operation. Almost every smartphone manufacturer uses Google Android to power its operating system. These users are the core strengths of Google to compete with Apple phones .
Google implemented the defensive strategy and introduced pixel phones as a first attempt to challenge Apple’s iPhone. Before Google came up with the Android software, Samsung was taking the lead in the development Android software. The act of Google coming with Android and smartphones also challenged other phone manufacturers that were considered as the leaders in the smartphone market.
Google has always been a search company, and that is from where it gets most of its revenue. Google uses the holistic business model that works with the personalized data and displays relevant ads to the targeted audiences. The company deals with optimizing its multifaceted search strategies to maintain its monopoly across the globe. It wants to go beyond customers’ expectations that are its primary goals. Such strategy has made the company to optimize Android ecosystem.
Google launches annual updates to Android, and some of these are namely, Lollipop, Marshmallow, and Nougat. Android users do not have to install task manager to kill tasks. The Android has its automatic task killer. In case if the memory is filled and more space is required, it will automatically remove and kill the running apps. There was a time when people were against Android phones as the market was flooded with cheap and low-quality phones. By the time Google raised the quality of its software, many new customers entered the Android fold. Android experiences good rates of growth and shortly it will have a smartphone future and not growth only.
Many smartphone users use Android system to operate their phones, but Google itself is facing several problems that it cannot solve. The fragmentation has been the major issue. The developers have focused on devices from few big players that acted as a hurdle in Android progress. The update problem also exists. Google releases Android updates yearly. Although these are better than the previous version, it takes four years to completely penetrate the system.
There were hardly memorable updates or ‘wow’ moments. Android has a dominant market share yet many problems exist. The new versions of Android did not entertain everyone. The software is based on Linux that is old and troubled by legal issues. Linux was never for smartphones and IoT devices still it has been used for smartphone devices. Google Android has adopted the open platform approach for developing new applications, and it offers background processing for third-party applications. OEMs get the opportunity to create any application to experience benefits of any feature
With these few things Android is lagging behind. However, Google will maintain a strong position in the near future. Android is one the fastest growing platforms and its users are increasing with every passing day. Google is trying to overcome the shortcomings by taking measures to unify Android with other Google products and services. The use of Android L and Material Design will help to unify Android . Therefore, it could be stated that Google is working aggressively to ensure that it retains its position through strategic changes in its approach to the business development.
Reference List
Divya, K & Kumar, SVK 2016, 'Comparative analysis of smart phone operating systems android, apple ios and windows', International Journal of Scientific Engineering and Applied Science, vol 2, no. 2, pp. 432-438.
Goadrich, MH & Rogers, MP, 'Smart smartphone development: ios versus android', mathematics and computer science. Centenary College of Louisiana, Centenary College of Louisiana.
M, A 2013, ' Android vs ios – an analysis', International Journal of Computer Engineering& Technology (Ijcet), vol 4, no. 1, pp. 377-382.
Rogers, R, Lombardo, J, Mednieks, Z & Meike, B 2009, Background Positioning for Mobile Devices -Android vs. iPhone, 1st edn, O'Reilly Media, Sebastopol.
