Google?s Android One launch?with a device priced at R6,399?would indicate that Google is getting serious about the low-cost smartphone market. After all, the global launch was staged in India, the world?s second-fastest growing smartphone market, and the partners the company chose for the launch model?Karbonn, Micromax and Spice?are best known for their inexpensive devices. But will it be just that easy for Google?will consumers just lap up cheap Anroid One phones?
Going by how the Indian smartphone market is shaping up, the going may not be so smooth if pricing is made the USP. For one, competitor Microsoft had already made its Windows OS free for low-cost models since June. Also, Mozilla, a new entrant, hopes to be a game-changer with its under-R2,000 model with Intex. Both the companies, if nothing else, demonstrate to consumers that there are alternatives to Android that are far cheaper. Where Google scores is with Android?s repute as the most preferred smartphone OS. Given Google gives handset-makers lot of flexibility in using Android, OS customisation is quite common in Android phones. While this affects user experience, thanks to the vulnerability such customisation creates, it is the flexibility smartphone buyers get with Android that is one of the chief reasons the OS continues to dominate the market. With Android One, this will change?handset-makers will get a Google-prescribed Android-usage template. This will definitely improve user experience and give consistent service, but the valued flexibility Android offers could be lost. So, India could just be the testing ground for Google to see how betting on user interface pays off.
