Earlier this month I looked at Google’s Android One project, and how the changes to the model had neutered the project’s stated goals. The principle of a cheaper ‘off-the-shelf’ reference design that used volume as a way to lower the bill of materials, where support costs for software updates were absorbed by Google, and to offer handsets that would remain secure and updated should have been the gateway for Android’s growth in the BRIC countries.
Instead Android One has been weakened firstly by Google allowing manufacturers to switch out parts for their own alternatives, and then handing the control of update schedules back from Mountain View to the individual manufacturers and networks.
The Times of India is reporting on data from Counterpoint Research that 1.2 million Android One handsets were shipped between September 2014 to September 2015 in India, making up just 3.5% of the ‘$50-$100′ smartphone category. Looking across the market of 19 countries, Android One shipments are estimated at three million devices.
Sales are not good, and there is little promise of growth. The biggest issue is that the sub-$100 market is swamped with low-cost smartphones powered by Android. Android One was meant to provide an alternative to Google’s version of the operating system to help low-cost manufacturers get a solid product to market with lower costs. Instead Android One has seen little uptake from manufacturers, and in a bid to make it attractive, it has ben watered down so much that it’s easier for manufacturers to consider the regular Android deal.
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