Now, a device for Google to take smartphones to the next billion

With the Android One plan, Google has tried to hit two birds with one stone.

On one hand, the Internet giant has taken baby steps in ensuring that the next billion Internet users get access to affordable devices that are of reasonably good quality, and on the other, it has attempted to get greater control over the mobile phone ecosystem.

The deal with Micromax, Karbonn and Spice would allow Google to penetrate into the low and mid-segment of the Indian market. “Android One gives Google tighter control over the operating system. Support for regional languages is going to be a solid plus over competitors – this will not only help consumers use vernacular, it’s also likely to help promote apps in regional language,” said Sanchit Gogia, Chief Analyst and CEO, Greyhound Research.

In India, less than 10 per cent of the population has access to smartphones. Prohibitive pricing and lack of knowledge on operating the devices has been a dampener. The Android One phones at ₹6,399 may not be cheap, considering that there are Android phones in the market that are priced lower, but it brings features so far available on high-end phones to the larger mass.

To educate users, Google has started a programme whereby retailers are being trained to educate potential new users. About 30,000 have been trained under this programme.

“With Android One, Google aims to reach out to a bigger and wider audience in the smartphone market and address the need for an affordable smartphone experience for people still waiting to migrate from feature phones to smartphones,” Manasi Yadav, analyst at IHS Technology, said.

Ties up with Airtel To enable first time users to experience its services, Google has partnered with Airtel. Android One customers on Airtel will be able to stay updated on the latest Android version and update all their apps at no additional data charges.

Customers can enjoy 100 MB of data a month for six months for software updates and 200 MB a month for six months for app downloads and updates.

Kavin Bharti Mittal, CEO and Founder, Hike Messenger, said: “The emergence of India — a mobile first market— is a reflection of the dynamism and scope of the mobile internet space in India. The launch of Android One series is another step towards equipping a wider range of consumers with the power of mobile Internet through the availability of affordable smartphones.”

The biggest gainers, however, could be the Indian phone brands as they can now compete with market leader Samsung more effectively. “Consumers can be assured of interesting times ahead, with series of devices, with different value proposition. We plan to capture 10 per cent market share of online sales,” said Dilip Modi, Chairman, Spice Mobility Ltd.

Sudhir Hasija, Chairman, Karbonn Mobiles, said faster and automatic updates under the Android One plan will attract consumers. “We expect to sell around five lakh handsets in the next two months.”

Vineet Taneja, CEO, Micromax, said that though the new devices may not disrupt the market it could become big because Google was putting its weight behind. “If that happens we don’t want to miss out. We will now have a portfolio of Android One devices, which will range between lower and higher ends to grow our overall business,” Taneja said.

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