Wireless Smartphone Strategies

The industry’s most comprehensive set of critical market statistics and qualitative analysis, tracking and reporting on smartphones.

September 10, 2010 20:09 bjoy
Android sales have already surpassed the iPhone and with each passing day, its building further momentum with new announcements and launches. The launch of the Huawei Ideos, a mid-tier (<200 USD) device with Android 2.2 is yet another milestone in the Android evolution as the platform now extends its reach to new segments traditionally occupied by the feature phones. Most, if not all, major operators have at least one Android model in the portfolio. The platform also has broad support from the vendor community, with major names under its banner. One question at the top of OEM and Operators is how my Android is different from your Android. Look at the Android portfolio in the US market. Aside from the glossy hardware specs and discounting the differences between the base version releases - Android 1.X/2.X – it’s hard to spot any differences beneath the skin. OEMs ability to differentiate is largely limited to the user interface layers. The HTC Sense UI, Samsung TouchWiz and Sony Ericsson Timescape are some of the leading Android skins available in the market. Under the hood, they all share the common goal of servicing the Google’s apps and service portfolio – Search,GMail, Maps and  Gtalk to name a few.   “True” Internet? An opportunity for differentiation here is to bring the “true” internet experience to consumers by seamlessly integrating services and features beyond Google products. This is a tall task for most OEMs as it’s not always easy to develop exclusive partnerships in the content or service space – and some of the most popular non-Google services like Facebook are already integrated to the core Android base anyways. But for operators, the stage is slightly different. Check out some of the most recent announcements from Verizon Wireless: •    The Verizon Samsung Fascinate, part of Samsung’s premium Galaxy S portfolio, uses Microsoft  Bing as the standard option for Maps. •    Bing will also serve as the default search engine for the device. The Galaxy S series is available under all major US operators, but except for the Verizon version, all bear the same look and feel. I’m not going to the merits of which search or maps service yield the best results, but the fact that operators are looking beyond Google’s umbrella services will provide more choice for the consumers – however small that segment be. Skype integration is another differentiator for Verizon Android devices.  Although the Android core base doesn’t have a Google branded VoIP service yet, sooner or later the Google branded VoIP service will be part of the core Android base – especially given the recent launch of integrated VoIP service with Gmail. Replacing core Google services with alternative services will not prove to be a winning formula in all instances, but it could bring the mobile Internet experience beyond Google’s umbrella brands and provide enough service attributes to differentiate from the Google’s core base. The service element is a critical element in the product planning process and product planners should pay keen attention before deciding what should or shouldn’t be replaced from the core platform.  At Strategy Analytics, we’ve tools to support our clients in positioning products with the right combination of hardware/platform/service elements. Drop us a note if you would like to know more on how we can assist your planning teams. - Bonny Joy

February 17, 2010 03:02 bjoy
With the launch of Google Nexus, the term superphone started to make its rounds through the blogosphere. There is no single definition for the superphone, but in its simplest terms it stands for devices that are built to render Web 2.0 services to its full potential along with an array of sensors and hardware bells and whistles. So what’s next? Well, if you ask me, I would drop the “phone” from smartphones and superphones and coin a new category called the “Super-Smart”. In an increasingly connected world, platforms are not going to be confined within the realm of phones, regardless of whether or not they are smart or super. And this goes well beyond the Web 2.0 services or Application Store fronts, where Android and Apple have taken the lead. The next evolution in device platforms will leverage content, hardware and services from a full range of connected terminals and services, whether it is hardware, software or web based frameworks.  Two of the main announcements from MWC 2010 have embraced this approach: Windows Phone 7 Series wp-7-v1.bmp The new platform is a huge leap from the previous Windows Mobile versions. Microsoft has reengineered the platform with an intuitive user experience, but what really stands out is the fact that Microsoft has put serious efforts into tying all their consumer brands and services through the mobile platform – some of which have been long ignored in the mobile context, such as the Xbox and Zune services. At least in theory, the Windows Phone 7 series have great assets in touching many aspects of the consumer life: Xbox (entertainment), Zune (media), Windows 7 (computing), Bing (Internet) and Sync (Auto). On the flip side, the biggest challenge for Microsoft in the near to medium term is passing the form factor/emotional appeal of the device, a huge task for its OEM partners to overcome. Intel and Nokia team up to form MeeGo meego-v1.bmp Intel and Nokia have merged their Linux based Moblin and Maemo platforms to form “MeeGo”. In theory, the partnership between the mobile and computing giants is aimed at facilitating a development ecosystem that spans across media, connected homes, and in-vehicle use cases through the MeeGo framework. To begin with, Maemo had some success in showcasing its potential with the Nokia N900, while Intel’s Moblin has been a non-starter without any commercial launches. The new MeeGo platform is a step in the right direction by pooling the resources to build a compelling platform ecosystem, but it is late to the party. But it is clear that Nokia is making a commitment to this “super smart” device class, which is in itself affirmation of this emerging product class. As it has been in the past, the winners in this expanding ecosystem will not be counted by the assets or potential it offers, but how effectively they can turn the endless possibilities to a few realities – and for now Apple and Android ecosystem is well ahead of Windows Phone 7 and the MeeGo platforms. But one thing is sure – the future of platforms is beyond super or smart phones, and the suppliers that fail to embrace this approach will soon be irrelevant. - Bonny Joy