ANDROID

No More Android One Phones?

Android One was supposed to harbor Google's hope of challenging the likes of Xiaomi and Motorola with its own Nexus-like project. They did everything right (well, almost). Google decided to launch its initiative from India and take it to other markets from there on. Secondly, domestic brands like Micromax, Karbonn and Spice were supposed to benefit from Google's partnership with wider audience reach and building brand image.

The phones were unveiled with Sundar Pichai making his appearance on behalf of Google and people were excited about the prospect of owning Nexus-like phones at pocket-friendly pricing. All but their strategy of taking the Android One (A.O) online (only) was the beginning of an end for the project.

Even with huge marketing spends (mostly from Google), A.O going amiss with retailers and since then we haven't heard much about Android One going to the next phase of its existence. And that might remain the case, as Google might just scrap its not-so-successful product and focus on something else altogether.

The move to tie up with Micromax and Karbonn highlighted Google's take on rise of local brands from India but somehow one gets a feeling, the decision to offer same products (with same reference hardware) wasn't the kind of planning they should have made in first place. Going affordable is a responsibility that needs to given utmost care from product's point of view. Xiaomi did that exceedingly well (and looking to continue its effort). Motorola too has done its bit well.

We had earlier talked up the prospect of having more brands venturing into Android One segment and major names like Asus, Lenovo and HTC were expected to join the party. But so far there seems to be no news on that front. Acer was also part of the list for A.O v2.0 but the company isn't optimistic about announcing anytime soon.

So, unless Google decides to go the other way around, we might have seen the last of Android One, for the time being.