Sascha Pallenberg: Gaming, Tablets, Fragmentation: What's ahead in the Android Market?
Platform Fragmentation With Android
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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
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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
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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
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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
블로그: 퓨처워커의 u-Platform 이야기http://futurewalker.kr
http://twitter.com/marsnine
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