Android One: A Mere Line Extension or a Game Changer?

            

Details


Case Code : CLBS139
Period : 2014
Publication date : 2015
Teaching Note :No
Subject :Business Strategy
Case Length : 05 Pages
Countries : India
Industry : Smartphone

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This case focuses on the launch of the Android One program by US-based search engine giant Google Inc (Google). Under the Android One program, Google partnered with mobile handset manufacturers to bring out affordable high- quality smartphones. Android One was launched in India in September 2014, and Google planned to extend it to other emerging markets. The case discusses different versions of Android and the changes Google made to the software to make it compatible with low-cost mobile phones. It also discusses the challenges Android One is likely to face in India and other markets.

Issues:

Understand how companies plan line extension by analyzing market scenario and customer needs.
Understand differentiation and cost leadership strategies followed by companies for gaining competitive advantage and killing competition.
Understand how companies create superior customer value with high levels of market share and brand awareness, highly effective distribution systems, broad product line offering a variety of choices, and excellent product distribution that lowers customers’ transaction costs and purchase risks.

Introduction

In September 2014, the US-based search engine giant Google Inc. (Google) launched the Android One program in India. Under this program, Google partnered with mobile handset manufacturers to bring out affordable high-quality smartphones in emerging markets. The initiative, expected to trigger a paradigm shift in the Mobile Operating Systems (OS) market, was started in India, where Google partnered with India-based mobile handset manufacturers Micromax Mobiles, Karbonn Mobiles, and Spice Digital....

Questions:
1. What prompted Google to launch Android One in India?
2. How will Android One influence the smartphone industry?

Key words:
Smartphone Industry, Mobile Operating Systems, Partnership, Handset makers, Low-end mobile phone users, Cost Advantage, Differentiation, Competitive Advantage, Android One, Google







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