Why Android One is a historic launch for Indian phonemakers

Moneycontrol BureauToday, Google along with homegrown domestic phone makers Micromax, Karbonn and Spice, will launch the Android One range of affordable phones that will aim to capture some of the potential of emerging economies’ rising penchant of smartphones as well as their high growth potential.Announced during Google’s marquee I/O conference in June, Android One smartphones will feature low-cost hardware designed by the company and manufactured by its partners even as the former would provide complete software support to the ecosystem. The idea is a win-win for both Google as well as its partners. By providing standard hardware specifications, it eliminates the need for manufacturers to tweak their devices and sets a minimum standard. This also helps in reducing chances of bugs and errors arising from hardware/software compatibility as well as lays some onus on Google in cases where troubleshooting is required.For Google, it helps in having a greater say over the broader smartphone assembly line, an area it has forever been trying to expand, as witnessed by the launch of its Nexus series or acquisition of Motorola.For both, it helps strengthening the already-vast footprint for Android, the quintessential operating system that both derive their respective strengths from.Google vice-president Sundar Pichai has flown down to India for the launch event and even as much of what will conspire has been kept under wraps, the broad details – that each of the handsets would cost about USD 100 (or Rs 6,000) and would feature the latest version of Android KitKat 4.4, and that the phones may be sold only via the ecommerce model -- are already out.Online retailer Flipkart, which is selling the phones along with Amazon and Snapdeal, offered a sneak preview of one of the phones when it accidentally put up a product listing accidentally (later removed). The likely specifications -- 4.5-inch FWGA display, 1 GB RAM, 4GB ROM, 1.3 Ghz Mediatek quadcore CPU, 5 MP camera – look standard for a Rs 6,000 phone but they would likely give the homegrown manufacturers an armour to fight against the invasion of low-cost smartphones by marquee Chinese brands such as Xiaomi and Gionee.That Google chose to partner with the Indian companies, rather than the Xiaomis of the world, who have proven themselves adept at manufacturing high-quality, low-cost phones, is not just a testament to its faith in their growing abilities but should also help them in gearing up for the Chinese challenge.Micromax, which has become the number-one/two manufacturer of phones in the Indian market, rivaling Samsung, has particularly shown nimble-footedness in strategy as well as in its ability to scale up and increase its brand value.But when it comes to affordable smartphones, Chinese manufacturers continue to remain a notch higher when it comes to putting together a value-for-money package, on specifications, cost, as well as technology and quality standards.Maybe Android One would provide the required momentum for Indian companies to launch themselves into the next growth orbit.