Reader Forum: How can device makers differentiate on Android?

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More than 85% of all smartphones launched in the United States in the first quarter of this year
were Android devices, so it begs the question: how can Android device manufacturers continue to
differentiate? Once consumers have chosen a carrier network and OS, device manufacturers are left
in an arms race of features to win the battle for the customer. The Android smartphone with the
highest megapixels, fastest processor, brightest display, and most reasonable price will capture the
greatest temporary attention. But technology is moving too fast for this arms race to be the winning
differentiator. The way to avoid this commoditization trend is to mature the next wave of Android
smartphones with innovative hardware to be noticed, an intuitive presentation layer to be easily used, and specific services to develop loyalty.
Walk into any wireless retail store and try to identify a specific Android smartphone from 5 feet away.
They all look the same. It is difficult to understand the target market for these devices, since they all
appeal to the tech savvy males between the ages of 18 and 35. This environment creates an opportunity for device manufacturers to develop niche products that appeal to other segments while addressing carriers’ challenge for diversified product portfolios.
The first and most obvious way to differentiate is to focus on the hardware through color, material and finish and form factor.
When it comes to Android smartphones today, the “black slab” with a 3.5- to 4.5-inch screen is
ubiquitous. Black devices command a sense of authority and strength. However, there are new
segments that are looking for other emotional color attachments – individualists want to be noticed
with an accent of red, minimalists want quick and intuitive access with the use of timeless grey, or go-getters want performance at any cost in a sophisticated blue or black color palette. In the past, colorful devices were developed primarily to grab the attention of a niche market. Stand-out colors are more exclusive and more expensive to produce. But given the glut of sameness on the shelves of your typical wireless retail shop, it might be time for device manufacturers to reconsider adding vibrancy and life to devices. Ultimately, the goal is to create a device with a use of color that consumers can easily identify.
After the device is noticed, the material and finish is an understated way to compel a consumer to pick up, hold, and interact with the device and encourage a buy decision. Creative uses of material include joining glass, metal, and even leather inlays. Inspired uses of different finishing techniques such as pearlescent or powder create unique textures. Device manufacturers can extract and develop themes from industries such as automotive, architecture, sports, television, consumer products, fashion and the Internet.
An iconic form factor creates the most consumer demand but is the most difficult to engineer. Think
Startac, Razr and iPhone. As touchscreen smartphones become the standard, device manufacturers should take advantage of the opportunity to innovate on the real estate vacated by the QWERTY keyboard. They should consider integrating new input and response mechanisms to facilitate new user interactions such as physical gaming controls, a second screen or medical sensors.
The second way device manufacturers can differentiate their products is by focusing on the presentation layer. Customers are encumbered by the flood of features, applications and options that accompany almost any new smartphone. Device manufacturers have focused on developing very advanced UIs but additional focus is needed on simplifying the configuration and daily use of the new Android smartphone. Sometimes, simply accessing the dial menu or starting a conference call can yield frustration. Device manufacturers can win and retain customers by focusing on the basic use cases:
• Smartphone configuration
• Set-up of email, Wi-Fi, Bluetooth
• Web browsing and search
• Call, text and message
• Social network configuration
• Battery conservation settings
The third way to differentiate is through the service layer. Since carriers demand control over
strategic personalized experiences such as the application store, contact information, or media,
device manufacturers should instead innovate on ancillary offerings such as the camera or core phone functionality. They can use these capabilities to integrate services that are unique to the device or brand. Some examples might include incorporating camera facial recognition technology to unlock the device, developing a new viral game that taps into the voice client, or improving mobile Web browsing.
Furthermore, carriers are giving increasing freedom in other areas such as location based services and mobile video to encourage device manufacturers to diversify their products.
Building the next great iconic device is never easy but many Android device manufacturers have yet
to address the entire smartphone solution with a disruptive game changing strategy. The pressure
to continue churning out new devices for the world’s most popular operating system is unrelenting,
particularly as 4G coverage continues its emergence. By taking a step back and having a good innovative think about hardware, presentation layer and services, an Android device manufacturer can increase its chances of winning the battle of the wireless retail shelf and catch the eye and mind of the discerning mobile consumer.
Jefferson Wang leads the mobile efforts at IBB Consulting.