ANDROID ONE & SUB-$100 SMARTPHONES - Google Phone to Have
Indian Touch
GOOGLE has roped in Micromax, Karbonn and Spice
and will give them reference models to help them make quality phones at low
cost
Google has tied up Indian
handset-makers Micromax, Karbonn and Spice to develop sub-$100 (Rs6,000)
smartphones, some of which will hit the market as early as in September.
The initiative -announced by
Google senior vice-president Sundar Pichai at the Internet giant's annual
developer conference in San Francisco late on Wednesday -will help propel the
Indian brands' image worldwide and intensify competition in the country's
entry-level smartphone market, experts said.
Under the programme called Android
One initiative, Indian handset makers will get hardware reference models to
create high-quality phones at low costs. These devices may run on
standardised version of Android which will allow faster updates. The phones
will be first launched in India, before going global.
“We are going to be launching it
around the world, but will launch in India first in the fall of this year,“
said Pichai, who heads Android, Chrome and applications.
He also said Google was working
with Indian carriers to offer affordable data packs to go with the
smartphone, but did not elaborate, while showcasing a Mi cromax device that
had dual SIM slots, a 4.5-inch screen, expandable memory and FM radio.
Pradeep Jain, managing director at
Karbonn Mobiles, said, “The device(s) will be great for customers who will
get more value.“ While Micromax did not reply to ET queries as of press time,
Spice Retail chairman Dilip Modi said more details about Android One
initiative will be revealed closer to the time of launch.
An industry insider said the first
set of devices is likely to start appearing in the market from September.
Trade insiders also said the devices could be co-branded since Google may not
get back into the hardware business after having sold off Motorola, and no
additional follow ups on Nexus.
Vishal Tripathi, principal analyst
at Gartner, who tracks the handset and tablet markets, said the development
will make low-end phone market, where Nokia and Samsung already operate, more
competitive. “From the customer stand point, the overall user experience will
become better as with standard Google platform meaning updates received more
quickly,“ he said.
Analysts said the Android One
initiative will also bolster Google's already large market presence, albeit
on the operating system side, in the country and help the firm spread the
reach of Internet to areas that have little access.
“By our estimates, over 500
million mobile device users are using non-smartphone devices in India. So,
the addressable market for smartphones is significant compared to other
countries,“ said Jayanth Kolla, co-founder and partner at telecom research
firm Convergence Catalyst.
More access to unchartered markets
also increases Google's chances to spread its online advertising platform.
India has become a focus market for
top operating system makers. Less than a fortnight ago, Mozilla announced the
launch of ultra-low cost devices priced $25, or Rs 1,500, with Indian
partners Spice and Intex.
India's smartphone market nearly
tripled in the first quarter of this calendar with 17.59 million devices
shipped compared to 6.14 million during the same period in 2013, according to
data from market tracker IDC. The sharp growth is expected to continue with
low-cost devices driving penetration.
“Scope for smartphones sales will
be highest in India for the next few years,“ Convergence Catalyst's Kolla
said. “It makes sense for any player to have a strong strategy for the India
in the smartphone space,“ he said.
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GULVEEN AULAKH ET140627
|
Tuesday, July 8, 2014
GADGET GIZMO SPECIAL,,,,,,,,,,,, ANDROID ONE & SUB-$100 SMARTPHONES - Google Phone to Have Indian Touch
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