Google on a Roll with Android Topping Smartphone Charts
With half the year still stretching ahead of us Google strategy planners have every right to smile. As far as smartphones go, Google’s Android is currently in the lead with 36.4 percent of the market share, just a little over 10 percent ahead of Apple and its iOS platform. This from a company which less than three years ago was nothing more than a rumour in the cell phone market.
The dominance of Google on the smartphone market has little do with quality (Betamax proved quality argument when it lost to VHS, last century) and everything to do with a marketing strategy which is planned and executed across the board of the Google Universe.
This isn’t to say that quality does not matter. On the contrary, Google products are always cutting-edge and on a constant-improvement curve. But what makes them stand out is the philosophy of a company which seamlessly integrates its products in the wider matrix of its brand. A case in point of this is the ease with which Google has rolled out its + 1 Button, Google TV, Google Chrome and, very recently, Public Transit integration in Google Maps.
Viewed against the backdrop of such well-orchestrated grand strategy the question is can anything Google does fail? The answer, as always, is supplied by history and the very public failure of Google Wave (which was killed) and the inability of Google Buzz to live up to the latter part of its name, are just two examples of what can happen when any company relaxes its focus.Continued on the next page