Google has always been smart and this time again it has changed its strategy to bring Android to the next billion users and of course, the strategy is better than before. This is again Android one but in a newer way. It is a Google’s initiative that started around in 2014 and the goal to introduce this is to bring cleaner and more consistent Android experience for the people across the world.
Android one in 2014
It was first introduced to give a distinct version of Android for the low-end phones in developing countries where people cannot afford the high-end android phones. It was truly a software by Google that made partnership with a variety of custom android device manufacturing companies such as Micromax, Spice, Karbonn, Mito, Nexian, Cherry Mobile and others to make inexpensive phones. These phones ran on clear android with very few customizations and were focused on speed and fluidity despite being low-end devices. However, with this strategy, Android one did not take off as desired and thus in 2018, Google has decided to reposition this brand.
Android one in 2018
In 2018, Android one is entirely different. Android one is now not only confined to low-end or entry-level devices. Google has now partnered with bigger brands like Xiaomi, Motorola, HTC and aims to make more expensive phones to sell in new markets like Western Europe and North America. These new Android phones have compelling designs, better materials, larger displays, improved internal specs and performance, impeccable cameras and a company name on the back. However, still, the goal remains the same i.e. offering clean, Google sanctioned software experience.
Google has clearly stated on Android one website “Everything You Want, Nothing You Don’t”. The new and improved features of Android one are:
• Simple: The best part is Android one phones are extremely simple and run on a pure android experience with a clean design. The android one phone has small but carefully curated set of preinstalled apps.
• Smart: Google has worked on its latest technology and built the android one phones smarter than ever. Here, all the devices are optimized for Google assistant for a personal experience. Further, Android one photo can be saved with Google photos thus, providing users with free and unlimited storage space for high quality photos and videos.
• Safe and secure: Android one phones get regular security updates and thus offer multilayer protection to the personalized data of the users. Further, devices are secure with Google Play protect that is a built in malware protection. It keeps the phone clean, fast and always high performing.
• New and fresh: All Android One devices will get upgrades to the latest Android OS timely and quickly so that people can have access to the latest platform innovations on their device. For example- users of Mi A1 will get updates related to Android Oreo before the year end and by next year, it will be upgraded to Android P.
Lately, Nokia has also announced its flagship tier Android one options with the 7Plus and Nokia 8 Sirocco. These phones have all Google apps built-in and Google ensures that software operates in a high standard manner. Other examples of the Google’s Android one phones are Xiaomi Mi A1, Motorola Moto X4, HTC U11 Life, and Y!Mobile X1/X2/S1/S2.
Google’s decision to move from entry levels phones to mid-range or even flagship offerings does not mean that low-end users will be left out of Android benefits. At Google I/O 2017, Google announced a new initiative under the name “Android Go”. Though it is not a substitute for Android one, it targets the super low-end devices originally targeted by Android One.
Android Go is a configuration Android OS starting with Android Oreo 8. For low –end phones, it tweaks and optimizes the software for phones. Unlike Android One where Google had to enter into a partnership, Android Go is just a version of the operating system targeting low-end devices so that they can run smoothly and efficiently. Android device manufacturers do not have any pressure of designing phones. They can keep designing phones in their own way but can benefit with the streamlined version of Android OS.
Android Go will consume lesser memory and less internal storage leaving the space and memory for the user. There are Go versions of its core apps namely Google search, Maps, Gmail, Gboard, and Assistant. These apps are lightweight and simple and customized to use in different situations. However, just like Android One, it is simple, secure and sanctioned by Google.
Android Go is a good alternative for the next billion users who will be using smartphones and experience the first taste of the Internet. On the other hand, with “Android Go” coming in picture, Android One gets an opportunity to expand and grow to more people and more places.
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