For the past decade pundits and casual observers alike have been asked the question: “is this the year of mobile?” Or stated more clearly, “will mobile as a business, commerce and marketing channel become a really big industry this year?” Based on the rapid adoption of Google’s Android platform by device makers and carriers alike, 2010 may be the start of a significantly new phase of the mobile marketplace.
Two days ago, The New York Times ran an article titled, “Big Cellphone Makers Shifting to Android System.” By offering a free, open source, rich platform — unlike Microsoft — and that features capabilities similar to that of the iPhone, Google is doing more than either Apple or Microsoft to accelerate the promise of mobile. If both scale and capabilities are key to a large potential market, Android seems to be satisfying both requirements. Consider:
“Twelve Android handsets have been announced this year, with dozens more expected next year. Motorola has dropped Windows Mobile from its line entirely in a switch to Android. HTC, a major cellphone maker, expects half its phones sold this year to run Android. Dell is using Android for its entry into the cellphone market.”
“All four of the largest carriers in the United States have now agreed to offer Android phones.” – even AT&T, home of the iPhone.
“Android is ramping with more manufacturers and more price points. It is going to have a pretty significant impact.”
“Android is free, while Windows Mobile costs manufacturers $15 to $25 a phone.”
“Android has attracted far more applications for consumers in the first year than Windows Mobile has in a decade.”
The article raises the specter of failure, however, given the general lackluster response to the initial three Android devices available. Still, the marketing and commerce possibilities today will pale in comparison to those available once a majority of consumers replace today’s devices with those supporting a rich end user experience like Android offers.
Marketers with an eye on iPhone applications now should look to partners with diverse capabilities so that application requirements, work flow concepts and user experience plans can be re-purposed for creating versions for Android and other rapidly improving platforms such as Blackberry.
