Android Vs iOS: Mobile Operating System Wars in 2010

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Case Details:

Case Code : MKTG267
Case Length :23 Pages
Period : 2009-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Information Technology
Countries : Europe, US, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction cont...

However, in October 2009, Gartner Inc⁵. (Gartner) predicted that the Android software would overtake iOS by 2012⁶. This new projection by Gartner raised expectations about Android. Apple’s iOS had, till then, been the choice of millions of smartphone users all over the world as well as third party application developers. As the operating systems used in mobile phones became the main domain in the battle for dominance in the mobile sector, the growth of Android put more pressure on Apple, which had been basking in success after emerging as the world’s biggest technology company in terms of market capitalization, overtaking Microsoft Corporation (Microsoft).

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Android’s rapid growth was attributed to many factors. The most important of these was the advantage Android had over iOS by virtue of being an open source operating system. iOS, on the other hand, was a closely guarded proprietary operating system used in the products of a single firm. Many third party application developers started to prefer Android to iOS due to the flexibility it gave to them in developing applications. Another factor attributed for the growth was the adoption of Android by some major handset manufacturers like HTC Corporation (HTC)⁷ and Motorola Inc⁸. (Motorola) which, in turn, had tie-ups with some major telecom operators like Verizon Wireless (Verizon). Android also gave operators some flexibility -- some of the services like email could be customized to be offered by the operators themselves. This adoption of Android by major handset manufacturers helped it become the operating system in many top smartphones.

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5] Gartner Inc., headquartered in Stamford, Connecticut, USA, is a technology research and advisory firm.
6]Erika Jonietz, "Droid Set to Take on the iPhone," www.technologyreviewonline.com, October 28, 2009
7]Microsoft Corporation, headquartered in Redmond, Washington, USA, is one of the leading technology companies specializing in software products. For the fiscal year 2009, its revenue was US$ 58.437 billion
8]Charles Smith, "Microsoft Dethroned as Apple Becomes Largest Tech Firm," www.ibtimes.com, May 26, 2010.

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