Platform Fragmentation With Android

Fragmentation of Android Platforms2009.12.08

산업교육연구소황병선(http://futurewalker.kr)

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Agenda

Fragmentation of Android platforms

How to compete with each other

How to evolve together

Big opportunity with Android

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It’s All Android, All the time

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1. Acer A12. Compulab Exeda3. Dell Ophone mini3i – Benzine4. Geek Phone One5. General Mobile DSTL16. Haier H77. HKC Pearl8. HighScreen PP54209. HTC Click – Fiesta – Tattoo – October10. HTC Desire 6200 – October11. HTC Dream – T-Mobile G112. HTC Hero – G2 Touch13. HTC Lancaster14. HTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A618815. HTC Passion16. HTC Predator17. Huawei U8220 – T-Mobile Pulse – October 8th18. Huawei U823019. Innocomm Skate20. Kogan Agora21. Koolu Freerunner22. Lenovo O1 Ophone23. LG Etna24. LG GW620 Eve – November 200925. LG GW88026. Motorola Heron27. Motorola MB20028. Motorola MB30029. Motorola Morrison – Cliq – DEXT – October30. Motorola Sholes – Calgary – Tao – Droid – December 17th31. Openmoko GTA0232. Philips V80833. Qigi i634. Samsung Behold 2 T93935. Samsung Bigfoot36. Samsung Galaxy i750037. Samsung Galaxy Lite i5700 – 201038. Samsung Houdini39. Samsung InstinctQ m900 – October 11th40. Samsung m850 Q41. Sciphone N1242. Sony Ericsson XPERIA X3 Rachael43. Sunno S880 – October 15th44. Tiger G345. ZTE Android

http://www.googleandblog.com/faq-about-google-android/

Android Phone

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1. Archos 5 Internet Tablet – September 15th2. Cloud Telecomputers Glass3. Creative Zii Egg4. ENT ET-M43015. eviGroup Wallet MID6. GiiNii Movit Maxx7. GiiNii Movit Mini8. Hard Kernel ORDROID9. RAmos T1110. Skytone Alpha 68011. SMiT Android MID-56012. Touch Revolution NIMble

http://www.googleandblog.com/faq-about-google-android/

Android Devices

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What is a difference in terms of Google?

http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-years-end/

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The bigger strings option or the no-censorship

They include a range of Google applications that the carrier and handset maker agree not to remove from the phone. The carrier and handset maker also agree not to censor access to the Android market.Of the phones coming out this year, five or six belong to this category

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The small strings optionManufacturers sign a distribution agreement to include Google applications on the phone.Of the 18 to 20 phones coming out this year

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The obligation-free optionThe manufacturers cannot preload popular Google applications, like Gmail or Google calendar

http://www.zii.com/Developer/SDKProducts.aspx

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How to compete with each other?

http://bits.blogs.nytimes.com/2009/05/27/google-expect-18-android-phones-by-years-end/

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Google Standard Phone

Main Market

Android Powered Phone Android Based Devices

3 kinds of Android Platform

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Main Market

Google Standard Phone

Standard Resolution (HVGA, WVGA)

Standard Form Factor(Touch, Slide Qwerty)

Standard API maintained by Google

Limited UI Customization

Differentiate with Design & Price

Mass & Global Market for 3rd Party

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Main Market

LG GW620 HTC Dream

More compelling Design

Acer Liquid

http://www.wired.com/gadgetlab/2009/10/android/

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Main Market

Price War begins14

Main Market

Android powered phone

Limited variant of Form Factor

Customized Home Screen

Own Brand UI & Software

Own Brand Services

Own Brand Platform with new API

would not be Niche Markets

http://www.googleandblog.com/faq-about-google-android/

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General Mobile DSTL1

Main Market

Compulab Exeda HighScreen PP5420

Limited variant of form factorhttp://www.androidauthority.com/index.php/2009/01/27/general-mobile-showing-dual-sim-dstl1-android-phone-at-mobile-world-congress/

http://www.compulab.co.il/exeda/html/exeda-datasheet.htm

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HTC’s Brand UI & Customized Softwarehttp://www.engadget.com/photos/htc-hero-screenshots/2162006/

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Samsung Behold 2

Main Market

HTC Hero T-Mobile Pulse

Customized Home Screen 18

Main Market

Own Brand ServicesMOTOBLUR

Not just a Custom UI

Not just a Custom Home Screen

Not just a Custom UI & Software

Not just a embedded software

Moto’s own Brand Services

Working with own Server

http://www.googleandblog.com/faq-about-google-android/

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Customized Software in MOTOBLURhttp://www.engadget.com/photos/motorola-cliq-ui-gallery/2365913/

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Integrated Services with SNS

Push Mailbox Free FInd MyPhone Synced Calendar

Social Home Screen Address Sync with SNS Apps with SNS

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Own Branded PlatformOPhone OS

http://www.borqs.com/index.jsp

텍스트

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LG GW880

Main Market

Lenovo O1 Dell Mini 3i

OPhones for China Mobile’s 498M Customers

http://www.idg.co.kr/newscenter/common/newCommonView.do?newsId=58507

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Main Market

Android based devices

Various types of Device

Normally not including Google services

Own Brand Platform

Niche Markets or Not?

Competition across the market segment

http://www.googleandblog.com/faq-about-google-android/

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Hardware Platform

Main Market

HDTV Output Media Rich AP

ZiiLab’s Egg platformhttp://www.idg.co.kr/newscenter/common/newCommonView.do?newsId=58507

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Main Market

Zii Egg with Android

Accelerated video, graphic and imagine

Full integration with SurfaceFlinger

OpenGL ES 3D graphics

1080p HD video output

High Quality Audio

Enhanced User Interfaces

Image Processing

Accelerated web browsing

http://www.googleandblog.com/faq-about-google-android/

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OESF with Android

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http://www.oesf.jp/modules/activity/index.php?content_id=2

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Fragmentation is Really bad?

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Is it enough with only iPhone?

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Big Opportunity with Android

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Three Platforms in AndroidNative, Managed, Web Platform

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Native Development KitNative Platform, NDK

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Flash & JavaManaged Platform

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Web Platform with HTML535

Compelling ROI for 3rd party

Single Marketplace for Cross OEM, CarrierSingle dev tool for Cross devices

Single developer groups for Cross devicesSingle Framework for Cross devices

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Michael HwangConvergence platform Advisor

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http://twitter.com/marsnine

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