Esoteric Eric
Journeyman
NEW DELHI: Android One, the Google project that promises rich smartphone experience on low-cost devices, faces its first big test when Micromax, Karbonn and Spice launch products based on it in India early next month.
The three Indian manufactures are set to price the handsets between Rs 7,000 and Rs 10,000, which is higher than the initially expected sub-$100 (Rs 6,000) tag.
At this price, these devices - at least one each initially from the vendors - would give the same experience of usingmid-to-high price range devices, people familiar with the products told ET.
Google is expected to roll out similar handsets in other emerging markets depending on consumer response in India. The success of Android One is critical for Google as it would help the company bring in new users to its Android platform, especially at a time when the market share of the most popular mobile operating system could hit a plateau globally.
Google didn't respond to emailed questions. Micromax, Karbonn and Spice declined comment as well.
One of the people directly involved in the development of the smartphones said the prices have gone higher than the initially planned sub-$100 because Google intends to offer better features and apps. "Android One is setting minimum hardware and software standards for the three vendors, who are adding or improving upon them in future devices under the Android One umbrella," this person said.
The decision on final pricing of the devices is left to the local handset makers who can choose their addressable market segments while competing in the thriving Indian smartphone market which is set to double to more than 80 million devices this year.
To ensure product quality and final consumer experience, Google is working closely with the companies to develop the handsets and specify compatible components that local handset makers would have to incorporate from original design manufacturers in China, according to people privy to the contours of the talks between the vendors and the US company.
Android One is a reference platform that device makers can follow to develop and produce low-cost smartphones. It ensures that even low-end devices can run Google's latest softwares and updates to offer uniform user experience.
Google in late June announced that it had tied up with Micromax, Karbonn and Spice to develop sub-$100 smartphones, saying some of the initial devices will hit the markets in September, starting with India. The US Internet major had said it was also working with Indian carriers to offer affordable data packs to go with the smartphone, but didn't elaborate, while showcasing a Micromax device that had dual SIM slots, a 4.5-inch screen, expandable memory and FM radio.
One of the smartphones that is likely to be launched next week, and that ET had an exclusive look at, has a removable back, 1700-mAh battery, dual SIM slots and SD card slot to expand memory. The devices that the vendors are offers are likely to have 5-megapixel cameras, quad-core processors and 1 GB RAM with 4.3-4.5 inch screens. They will run on Google's Android operating system Kitkat 4.4.4 version.
(Source)
Xiaomi the only competitor offering similar price-performance ratio, minus Pure Android. Can't really say anything about after sales at this point.