Is Fragmentation a Welcome Side Effect of Android?
by Ewan Spence
Remind me again what use Google Android is? I mean, I know what the party line is, to create an open platform, to have a standard approach, to let it run on lots of handsets, to give the Linux community another White Knight OS running on standard phone hardware (as opposed to OpenMoko, or Sava JE, or whatever Motorola’s Strategy department liked using last month), there may be another useful side effect.
While it will be good news if Google succeeds in getting a foothold into the Handheld OS market, it won’t be because they have a standard platform. With all the best will in the world, Apple’s market hare of mobile phones in the US could not be described as a standard; a foothold, yes. Even Symbian’s worldwide share of the total mobile market (and not just the ‘smart’ section) has a long term goal to reach 10% (2007 sa their share rise to 7%). So I just don’t see how Google can manage to make any ground selling handsets.
Maybe they have something else in mind? After all, Google’s strength is in advertsing. What they need is eyeballs over their sites and properties. It is leveraging the mobile search space with browser tie ins and plug in search widgets – all driving browser footfall back to Mountain View. If the fragmentation in the mobile space continues, then one of the key applications is going to be using the phone as a think client, via the web or small Java applets, back to destinations such as Google Maps and Google Mail.
If Google can keep the tech elite switching between devices like the iPhone, the Nokia NSeries, and now Android, then these cross platform properties become more and more useful to the users, they gain more presence and become even more sticky. So people can squabble all they like over the Operating System. Google will keep gathering knowledge via the Android project, but the real value comes from keeping everyone arguing over a lot of systems, while the tools used continue to stay with Google.
