The
Android operating system has never really hit the mainstream the way its
prettier, slicker and more popular iOS cousin has. Apple’s success is down to
its ability to produce industry leading software designed specifically for
outrageously-stunning hardware. As a result, Apple’s products are both
immediately identifiable and intuitive as the mobile operating system works in
perfect harmony with the hardware. In contrast, it is Android’s open philosophy
which has meant that it has failed to offer consumers both a uniform software
and hardware experience. Unlike Apple which runs a tight ship and is in control
of every aspect of its ecosystem, Android promotes openness. Openness in who
can use the software and openness as to how that software is then tweeked and
applied to a manufacturer's hardware. Consequently, it has never been easy for
the average consumer to be able to identify or use an Android phone.
Any manufacturer who decides to use the Android operating system
as the basis for a handset is allowed to pretty much do what ever they want to
it before bringing it to market. This allows them to differentiate what is
ostensibly a very similar product to what their competitors are offering. The
adaptation of the operating system is known as skinning, and is best
explained with the following analogy: Imagine that Android is a delicious
sponge cake made by Google HQ and delivered for free to all the bakers that ask
for it. Although all the bakers have a truly delicious cake, they are all
selling the same product and will thus struggle to pull customers away from
neighbouring bakeries. In order to generate business, each baker decides to
make their cakes look unique by adding their own style of icings and toppings.
Within a few days consumers suddenly have a choice of loads of different cakes,
which although taste the same, look completely different. This is precisely
what happened with the Android platform, as handset manufacturers flooded the
market with their own tweeked versions of Android, leaving consumers without a
clear understanding of what Android actually was.
Now you may rightly be thinking “who cares if anyone
knows what cake they are eating? After all, its all the same!” Well this is
partly true. The analogy stays pretty clear-cut when Google HQ only make one
type of cake. What happens if Google decides to improve their recipe and make a
newer, bigger and yummier cake? When this happens the bakers experience mixed
emotions. On one hand they are getting an even better cake, but on the other
hand, all of the tools that they used to make the old cake special have become
obsolete, as the new cake requires different equipment. As a result, they need to
invest in new tools which takes time and costs money, whilst simultaneously,
word on the street is that there is a new cake in town and it is all that
anyone wants. All of a sudden, you have a street full of bakeries where some
have rushed out their new half-finished cakes to meet demand, whilst others
have taken so long that by the time they are ready, Google HQ has already
released a new one! When this happens you get fragmentation. This is
what has happened in the past few years, as handset manufacturers have been
unable to effectively keep up with newer versions of Android. Consequently,
consumers do not benefit from a uniform user experience or the most up to date
software. This is particularly problematic for the Apps that run on Android as
developers have had no clue how each iteration of the software would affect
their App, as sometimes Apps that used to work on one version of Android, would
not work the same on a newer version. Whilst Apps that run perfectly on a 3.5
inch screen may not scale up well to a 4 inch screen. In contrast, Apple
provide developers with a consistent platform for which to develop Apps, and
that is why in general their Apps are cleaner, prettier and follow a more
consistent design.
So what now? Google has recently taken a new direction with its
Android operating system, one that will please consumers but anger
manufacturers. Google’s newest version of Android is Ice Cream Sandwich (note
that all versions are named after a dessert) and is the company’s prettiest and
most feature-filled version to date. What this means is bakers are being
delivered a cake that is pretty much as tasty as can be, and there is little
they can add to make customers buy their own specially-designed cakes. In turn,
customers may choose to buy their cakes straight from Google HQ instead, as
this way they are guaranteed the tastiest cakes as soon as they arrive. What
this means for the manufacturer, is that the market has become significantly
more competitive as demand for their skins will continue to decrease as
Google’s natural version of Android slowly becomes the first choice for Android
fans. In turn users will get a consistent experience and Android will for the
first time have its own identifiable look, feel and touch.
