The product that I am choosing to examine is the Google Android Operating System; also referred to as the Android OS (OS stands for operating system). Google has been one of the powerhouses of the digital era and has diversified its’ product line to spread across multiple digital media platforms.
Android Inc. was a small company based in California that was just starting up when they were purchased by Google back in 2005. (Elgin, 2005) Using a Linux based operating system Google started development of the Android OS with the intent to join the mobile operating system market. (Block, 2007)
Although they are relatively new to the mobile OS market Android phones are already on pace to out sell the iPhone.
- Android sends out 60 000 units every day and after four quarters on the market as of February 2010, they have managed to sell 5.4 million phones per quarter. In the same amount of time after the iPhone was first released, Apple sold only 2.3 million in its best quarter. (Sherman, 2010)
- Based on units sales to consumers the iOS controls 21% of the market, while Android controls 28% (The NPD Group, 2010)
The Android OS’s product line includes:
- Android TV which is set to launch soon
- The Android Tablet PC (Google’s version of the iPad)
- they have a home phone system coming out soon, and there are smartphones that use the Android OS such as the Android Droid.
Android also develops all sorts of “apps” that are accessible through their smartphones, tablet PCs, and on computers that are Android OS compatible. (Raphael, 2010) Another key selling point is that the Android OS is able to power your cellphone, laptop, tablet pc and small mobile devices. (“Basics about Android”, 2010)
Android’s target market is large; their products are cheaper than Apple and so far seem to be of similar quality. Their target market would be largely those in teenage to middle age bracket, and anyone with a decent understanding of media technologies. This bracket, especially those from teens and young adults are immerced with the mass media and mobile devices more than anyone. You could also say that Android’s goal is to attract those who do not want to splurge on an iPad or iPhone and also those who want value for their money.
Product Review
Although Android has started to develop many interesting products, I have decided to analyze the Google Android Tablet PC. The Android Tablet is a handheld PC device much like the iPad.
- The Android Tablet is has a 7 inch LCD screen and is a touch screen device.
- The device supports Wifi and the Android operating system is “open source” which means that the software is constantly being updated.
- Since the product is under the Google brand, you have access to various Google applications such as Google maps, Google earth, YouTube, Gmail, Google Finance, etc. ( Szpren, 2010) In addition to this, Android has developed thousands of “apps” that can be downloaded directly onto your Tablet.
- It plays music, you can surf the web, read, view pictures, and it does almost everything that the iPad can do.
The Google Android Tablet is still very new so accurate sales figures are hard to locate. Based on what I have found in my research you can purchase an Android Tablet for under $200, while the iPad starts at around $500. (Free iPad, 2010)
Other than the great price value, strengths include;
- the “open source” feature which constantly updates the product
- the wide selection of downloadable applications and access to Google applications
- Navigation of the device is said to be a smooth transition and the overall size of the device is more compact and less awkward to hold and use than the iPad. (Szpren, 2010)
Some of the weaknesses of the Android Tablet are
- a battery life of only 2 hours
- they do not offer as many “apps” as Apple does
- the Android Tablet is not as big as the iPad so the text does not appear as clearly or sharply
- the Android Tablet is still not well recognized yet and has not received as much publicity or advertising coverage as its competitors.
Some of the Key benefits and opportunities
- the chance to capitalize on avoiding mistakes that Apple has made with their iPad. The tablet was developed well after the iPad was released so Google had a chance to see what consumers liked and what they did not.
- The android OS is also used on other tablet PCs like the Samsung Galaxy Tab and the Dell Streak so this shows that it is gaining respect in the market and Android has plenty of growth potential. (Goodwin, 2010)
The Google Android Tablet is competing in a relatively small market with the Apple iPad being the main competition. Other companies are beginning to emerge as they see the opportunity to compete in a new market and add to their product lines so Android has to watch out for these new entrants as well, many of these tablets use the Android OS so even if the Google Android Tablet loses sales to these competitors they will still be making money off of the Android brand and consumers will still be using their operating system so this would still work as a form of advertising for Android.
References
- Android. (2010). Retrieved from http://www.android.com/
- Apple. (2010). Retrieved from http://www.apple.com/
- Beinno (2010). Basics about android. Beinno, Retrieved from http://www.beinno.com/2010/09/basics-about-android.html
- Block, R. (2007). Google is working on a mobile os, and it's due out shortly. Engadget, Retrieved from http://www.engadget.com/2007/08/28/google-is-working-on-a-mobile-os-and-its-due-out-shortly/
- Elgin, B. (2005). Google buys android for its mobile arsenal. Bloomberg Businessweek, Retrieved from http://www.businessweek.com/technology/content/aug2005/tc20050817_0949_tc024.htm
- Free Apple iPad (2010). Apple's ipad versus google android tablets. Free Apple iPad, Retrieved from http://www.freeipad.net/apples-ipad-versus-google-android-tablets/
- Gigaom (2009). Android vs. iphone: why openness may not be best. Gigaom , Retrieved from http://gigaom.com/2009/02/22/is-being-%E2%80%9Copen%E2%80%9D-an-absolute-in-mobile/
- Goodwin, R. (2010). Samsung galaxy tab vs. dell streak . Know your mobile, Retrieved from http://www.knowyourmobile.com/comparisons/584218/samsung_galaxy_tab_vs_dell_streak.html
- Raphael, J.R. (2010). Android explosion: 6 new products that aren't smartphones. PCWorld, Retrieved from http://www.pcworld.com/article/202699/android_explosion_6_new_products_that_arent_smartphones.html
- Sherman, E. (2010). Android sales on track to surpass iphone. Bnet, Retrieved from http://www.bnet.com/blog/technology-business/android-sales-on-track-to-surpass-iphone/2588
- Szpren. (2010). Enjoy the latest google android tablet pc with 7 inch touch screen wifi mid. Bignews, Retrieved from http://bignews.biz/?id=882091&pg=1&keys=
- The NPD Group (2010). Android shakes up u.s. smartphone market. The NPD Group, Retrieved from http://www.npd.com/press/releases/press_100510.html
Oliver Bush - Bachelor of Arts in Communication Studies. Currently studying to become a Technical Communicator/Writer
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