“Bada Hua To Kya Hua Jaise ped
Khajoor, Panthi ko chaya nahin phal lage ati door”
English translation “In vain is
the eminence, just like a date tree, no shade for travellers, fruit is hard to
reach.
These lines were taught to me
when i was kid and i must confess that these lines had huge impact on me. These
lines emphasize that we should shed our greed, selfishness, and insecure
tendencies and should be willing to give and share. Once we help other with
pure mind and soul we become blessings for others.
But Question of the day is in
business do we really follow these lines? Answer is “No”. Let’s take example of
one big company like Google and let’s evaluate their mobility business. Google has Operating system called Android
and they keep launching different version of operating system with funky names
like kitkat, sandwich..etc. No doubt
that each version has more similarities and less differentiation. We can say
each version is mirror image of version in itself with little icing.
One of their product Google app
store is suppose to be household name among consumers. Thats what Google says!
Is it? So lets ask question to our self “What is google app store”. For me it
is simple aggregation of applications. There is no rocket science in that.
Brainers are the ones who publish the apps as the apps flow, idea,
conceptualisation and publishing are developers/publishers brain. Where is Google
brain in that? Fine let us be little
kind to Google and say that they are the brain behind OS which controls 40% of
world market. So will they be able to
retain their market position in future? Will it be successful in its future
ventures?
App Ecosystem consist of three
main stakeholders a) End Consumers b) Developers c) OEM’s
Lets analyze all stakeholder one
by one.
1. End
Consumer – First question which comes in mind with respect to end consumers is
“what value add it brings for end consumer. The Obvious answer we have got from
Google is “By emphasizing on vernacular apps “& “By launching low cost
model devices with Android one “ Well if you think from end consumer point of
view there is no difference between local app store and Google store. In fact
local app store is any day better than Google store because of its localized,
customized display of apps. Hence we can conclude that from end consumers point
of view there is no value add from Google app store. End Consumers download app
from Google store not because it brings value in their life but it is easily
available on their mobile phone. In other words simply burned on their
handsets. It’s just the convenience for end consumers not value add. We should
not confuse between convenience and value add. With Google app store It just
that end consumer does not have to type the extra link to get into app store.
There is absolutely no consumer engagement, zero benefit from Google Store
hence I personally would recommend to check out local app stores than Google as
they are more focussed, customised and bring more value for consumers.
2. Developers
– An article published in the leading newspaper states that “95% of android
developers are unhappy and their earning is as low as 200$/month. Developers
are unhappy because there is no one to listen to their complains and
absolutely zero support from Google. Google support is termed as one of the
rudest support. They will never give any explanation or will give vague
explanation and will terminate developers account without any proper reason. So
if you have enmity with x developer, you should only know that developers app
link or icing on the cake would be if you also know Google employee who handles
app support & just share the link, Sit back and enjoy watching your enemy
account getting terminated without any reason. If you are developer and your
account is being terminated you would have got vague reason, Keyword stuffing,
inappropriate content.. etc etc.. no further reason given as which keyword has
caused the termination of account. We
can sum up all this melodrama of app store in three words “ Sic Business
Tactics” But at the end of the day its Google which has deep pockets and best
talent hence they show their muscle power to developers. Little do they know
they if these developers come together and boycott Android completely they will
be left nowhere. Google being big daddy forgets that such attitude and
negativity among developers will only lead to destruction. Negative image of
Google brand will only bring disliking among developers as well as end
consumers because somewhere developers are also end consumers and pen is
mightier than sword, Word of Mouth is stronger than marketing spend. If this
continues then that day is not far away when Google will be on sale and we will
ask "Any Buyers ?????????"
3. OEM’s
- Original Equipment Manufacturer like Samsung, Nokia, LG.. etc controls the
integration with operating System like Android.
Since GSM is an open market hence we have many players in OEM space
hence they are one of the main influencer of bringing OS to the end consumer.
Recently Google had partnered with Micromax, Spice and Karbonn to release Android One smartphones. With the
launch of these low cost smart phones they offered 2 year software support. Do
you think this handshake between local OEM’s and Google was success venture? Did Android One handsets was successful in
India ? No it was not. Android one smart phones were priced between $200 &
$300. The estimate sales figure for Smartphone during festive season is
generally reported 0.2 million units however as per the record Android One have
reached only half to 1/3rd of the above number. One of the reasons
of Android one failure is given to Google’s inability to explain the difference
between Android and Android one. In spite of huge marketing spend by Google,
they have failed to explain the consumers the difference between Android One
device and regular android device. Is Android One a project that gives lighter
version of Android. There is no clarity. Or in simple words is it the cheaper
version of the main Android Handsets. Launching with Local OEM’s like Micromax,
Karbonn and Spice it is quite evident that they have not placed Android One for
premium segment. Their vision is to increase market penetration. In all this
Marketing Gimmick they have failed to learn from Nano. Indian Consumers are not
only intelligent but also smart enough to know where to get value for money. Each purchase by consumers in India is the end result of online and offline research. I am sure value for
money doesn’t stand with combo of Android one + Micromax, Karbonn or Spice. And
launching Cheaper version cannot be termed as innovation.
Summing up the
above discussion and going by Google’s interaction with developers, end
consumers we can conclude that Google’s Motto is “DO EVIL NOT GOOD”. Little do
they realise that evil character whether in game, movie or life eventually die
and is replaced by Good.
We are
definitely looking forward for new OS by Samsung, and expansion of Windows OS.
I personally feel that in coming years Windows will rule the Smartphone market
and Nokia, Blackberry will retain its market share. Let’s end this article with
these lines. “Future is Windows, Future is Nokia” After all Satya always win!!
PS: This write up
is personal opinion of writer and is not influenced by any third party.
