In 2014, it began as an initiative to take Google's operating system to hundreds of thousands in India and other emerging markets through affordable mobile phones costing up to $100. But the grand plan, or Android One, didn't quite connect well with users, hurt by dismal sales and lack of new models. Two-and-a-half years later, nearly 5 million devices have been sold by 18 smartphone makers globally. That's not much given that an estimated 260 million phones were sold in India alone last year.
Google has not given up on the big idea. The tech giant on Tuesday announced its tie-up with Xiaomi to resurrect Android One. The companies launched a dual-camera device called the Mi A1 for Rs 14, 999. That's over $230 and it's clear Google isn't looking at the sub-$100 market anymore.
What's prompted Google to change its game plan in India? Neil Shah, research director at Counterpoint Research, said Xiaomi and Google are a match made in heaven when it comes to reviving Android One in India. “Xiaomi's shipment market share in India climbed to 16 percent in second quarter of 2017 to become the second largest player. That's the highest ever from 4 percent nearly a year ago. So, Google is betting on the right horse.”
Google last time had tied up with Indian phone makers like Spice, Micromax and Karbonn to introduce Android One handsets. And it looked like Google had all but shelved the project.
“I would not consider this a reboot... we have been working in this direction now for a couple of years just a little bit more quietly,” Google Global Director of Android Partner Programmes Jon Gold told Bloomberg. Going ahead, he said, more devices featuring the Android One OS will be launched the world over.
Experts suggest that the first rendition of Android One was not so successful in emerging markets for a couple of reasons. Firstly, although the stock Android experience is considered simpler, quicker and more secure, it wasn't really a big selling factor with customers. Secondly, there were more popular phones available at similar price points.
Gold conceded, “I think that it was sort of wrong setting in the wrong time (compared to) where we are today."
We have learnt a lot in doing it. We see that there are reasons that it may not work as well in the entry level and so opening it up to a broader spectrum I think plays to the strength of what the programme has to offerJon Gold, Global Director Of Android Partner Programmes, Google
The Mi A1 is the company's first dual-rear camera phone with a 12 MP wide-angle camera and a 12 MP telephoto camera and will cost Rs 14,999. The device features 5.5-inch display, octa-core Snapdragon 625 processor, 4GB RAM, 64GB internal memory (expandable up to 128 GB), 5MP front camera and a 3,080 mAh battery.
The phone will be available from September 12 at Mi.com, online retailer Flipkart, Mi Homes, Mi Preferred Partner stores and large format retail partner stores as well.
Essential Business Intelligence, Sharp Market Insights, Practical Personal Finance Advice, Daily Fuel, Gold and Silver Prices and Latest Stories — On NDTV Profit.
