Google yesterday launched their Android One low-cost smartphone initiative in India, the first country to receive these new devices that Google has developed. Google has tied up with a host of manufacturers to market the devices, initially in India the devices will be sold by Karbonn, Micromax and Spice although more Indian manufacturers such as lava and Intex as well as global manufacturers such as HTC, lenovo and Asus. But how are the phonesIJ
There is an identikit feeling to the three devices launched yesterday, but that is hardly surprising. All three devices have the same internal specifications, the same size screens, the same Mediatek processors, the same cameras. In fact, other than a few minor differences the rear cover in terms of the plastic and the colour, these phones are ditto, heck, they all cost Rs6399. Going forward there could be differences in the look and feel of Android One devices as more manufacturers come on board, camera resolutions could differ, bigger screens could be offered and as Qualcomm is also coming on board, Snapdragon powered devices could soon see the light of day.
Certain things will not change though. The devices will come with stock Android, that is they will have no manufacturer 'software skin' on top of the basic Android. In addition the devices will always be affordable and will always get the latest software updates as soon as they are released. In that way these devices follow the principle of Google's high-end Nexus smartphones and tablets.
But make no mistakes, this 4.5 inch screen device does not have the feel of a premium device such as the Nexus, and while the plastic rear cover on the Karbonn Sparkle V used felt good, make no mistakes, this is not a premium device. The screen is slightly reflective which makes outdoor use a bit challenging and the camera is best described as ordinary.
But in terms of performance, the device; although this was a brand-new device not loaded with tens of simultaneously running applications; was snappy. Quite good actually, of course, will it be good enough when tens of applications are running remains to be seen. Google executives promised a good battery life, but in a few hours of testing the device there was no way to estimate battery life, although a small screen and 1700mAh battery sounds promising.
However, by tying up with multiple manufacturers to populate this device across the country in thousands of both organized and unorganized retail outlets, Google wants to go the consumer goods way. Just like shampoo sachets changed the way lower-income Indian women started to wash their hair, this cheap and widely available smartphone could change the way Indians use their phones. But just like shampoo sachets achieved their success not just due to their price but due to their availability, Google will have to ensure that their partners populate these devices everywhere. Which possibly is the main reason they have chosen multiple Indian hardware partners.
However, if the smartphone revolution has to really succeed it will not just depend of affordable smartphones. Other manufacturers such as Chinese company Xiaomi and the formerly Google-owned Motorola have smartphones in the Rs6000 price range. The success of these devices will depend on the price of reliable and cheap mobile data. Google has tied up with Airtel to offer free software updates and app downloads for six months.
Other data charges will apply though and while data costs are coming down in India they have not fallen as precipitously as voice charges. But an increased user base which such devices might drive could also lead to lower data costs, and from 200-odd million internet users today, India will hit the 500 million internet user base by 2017.