In September 1998, Google was founded by Larry Page and Sergey Brin
The company’s main purpose was to provide a better method of online search.
Google’s main source of revenue was from Advertising.
In June 2005, Google acquired Android Inc. for $50 million.
Not much was known about Android Inc. at that time, but many assumed that Google was planning to enter the mobile phone market with this move.
• Approximately 1.44 billion smartphones are expected to be shipped globally in 2015.• Worldwide sales of smartphones to end users reached 336 million units, an increase
of 19.3 per cent during the first quarter of 2015
Worldwide Smartphone Sales by Operating System in 1Q 2015
Operating System 1Q 2015 Units Market Share %
Android 265,012 78.9%
iOS 60,177 17.9%
Windows 8,271 2.5%
Blackberry 1,325 0.4%
Other OS 1,269 0.3%
Total 336,054 100.0% 78.9%
17.9%
2.5% 0.4% 0.3%
(Units in Thousands)
Android iOS Windows Blackberry Other OS
Forecast of global smartphone shipments from 2010 to 2019
2009 2010 2011 2012 2013 2014 2015* 2016* 2017* 2018* 2019*0
500
1000
1500
2000
2500
173.5304.7
494.5725.3
1019.7
1300.41447.3 1435
1579
1873 1928.4
(Units in millions)
Period Android iOS Windows Phone BlackBerry OS OthersQ1 2015 78.0% 18.3% 2.7% 0.3% 0.7%Q1 2014 81.2% 15.2% 2.5% 0.5% 0.7%Q1 2013 75.5% 16.9% 3.2% 2.9% 1.5%Q1 2012 59.2% 22.9% 2.0% 6.3% 9.5%
Q1 2012 Q1 2013 Q1 2014 Q1 20150.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
(Share in Unit Shipments)
Android iOS Windows Phone BlackBerry OS Other
Worldwide Market Share of Smartphone Operating Systems
• A mobile operating system (OS) based on the Linux kernel and currently developed by Google.• As of 2015, Android has the largest installed base of all operating systems.• Available in 70 languages
Product
Price• Android is an open source software,
hence software is available for free
• Google controls accessibility, visibility and payment, but it is not exclusive to Google
Promotion
• Android's open nature has encouraged a large community of developers and enthusiasts to use the open-source code as a foundation for community-driven projects. This open nature has allowed the Android community to promote the Android OS
Place
• Phone manufactures such as Samsung, HTC, Micromax etc provide the Android OS with their phones
• Google Play serves as an online store for downloading Android Apps
Segmentation Basis• Demographic
Segmentation• Middle Class
• Behavioral • Frequent mobile
users
Consideration Set• Apple iOS• Windows OS• BlackBerry OS• Symbian• BADA• Palm OS• Open Web OS
Target Segment• Adults and teenagers
who use mobile phones for the purpose of entertainment or assisting in daily needs
Competitive Frame of Reference• Lowering
technological barriers to smartphone entries
• Low cost and volume based market penetration
References http://www.android.com/ http://www.idc.com/prodserv/smartphone-os-market-share.jsp http://www.gartner.com/newsroom/id/3061917 https://investor.google.com/proxy.html http://www.portal.euromonitor.com/portal/analysis/tab https://en.wikipedia.org/wiki/Android_(operating_system)