Is Google finally able to control its Android destiny through the release of the Android One operating system Google will be operating the smartphone rather than leaving it to hardware partners like Samsung and HTC. Google has historically taken a non-directive approach to Android and provided it free for manufacturers as an open-source product.
These manufacturers known for adding extra features like the Samsung Touch Wiz user interface. It hoped that consumers would use the improve mobile experience to find other Google products, such as popular searches. Android One, however, will not allow this customization, giving Google complete control over the operating system that users use. Perhaps this is a paradigm shift in the company’s approach?
Android’s Life And Times Google
Android’s approach has been more open-minded than Apple’s iOS operating system. Android is, in fact, more open than iOS. This was true even before Google acquired the company. The original Android operating system made open-source to the community.
This version of the operating software still available today, and it’s use by companies like Amazon for its Kindle Fire tablet. This creates what software experts call a fork, where the base Android operating system is place underneath the customizations that Amazon makes.
Google recently started to show a desire for greater control over its operating system. Google provided a reference design and an operating system for the Nexus phones, devices and tablets. This was free from any extras by hardware manufacturers or carriers.
With the launch of Android One, this trend has continued. Google is now more involved in the process and trying to control the user experience. Google Glass and other products are examples of vertical integration that Google has taken on board. Apple is also changing its approach.
An Opener Apple
Apple has been a product-oriented company since its inception. Apple has been a product-focused company since 1984, when the Macintosh was launched. Continues this tradition with the iPhone and other iOS devices. In a television interview, Apple CEO Tim Cook stated that Apple values vertical integration. He also said that Apple wants to have control over their primary product.
Industry insiders can see a shift in Apple’s business model by looking at it. Apple’s most recent hardware and software announcements, made one week prior to the launch of the first Android One smartphones, offer developers and users a lot more control than ever before.
Extensions allow apps to communicate with one another and users can share data between apps via the share pane. Developers have the option to add widgets to the notification centre or enable actionable notifications. This allows you to respond to Facebook messages directly from the notification.
Apple Keyboard With A Third-Party Alternative Google
In a rare move, users can now replace the Apple keyboard with a third-party alternative. Although these may seem like minor changes, Apple is giving developers control over some aspects of the iOS experience. This is a significant departure from 2007, when Steve Jobs introduced the iPhone. Charlie Rose asked Tim Cook what Apple competitors he knew. He quickly answered that Google was his main competitor.
This is particularly interesting considering that Apple has gradually moved Google out its phones, (in?)famously replacing Google Maps by Apple Maps a few years back, as well as gradually enhancing Siri’s voice recognising personal assistant to perform many functions similar to those Google performs when you search.
Although the launch of Apple Maps was marred by problems, with users claiming that the experience was inferior to Google’s offering, prompting Tim Cook’s apology. Apple clearly wants to get rid of Google and take over more of the experience.
New Battle For Market Share And Mind
Both Apple and Google have been showing a different side over September. Both companies are expanding into new markets with Android One focusing on the China/India market. Analysts believe that the iPhone 6 Plus represents an Apple attempt to appeal to the market for larger phones.
Both companies have made some significant changes to secure this market, and keep a foothold in the markets in developed countries. Google is now taking control of its destiny, while Apple opens up more. These are just baby steps at the moment, but it could be the start of a new battle for the market and mind, of more and more customers.