War of the Worlds (or the March of the Androids Revisited) - 30 Aug 10 - by gins
This morning, RCR Wireless Unplugged published an updated table comparing Android hardware specifications. It brings clarity to just how important Android is becoming to operators, handset vendors, and application developers. The diversity of form factors, price points, and (less fortunately), OS version levels, demonstrates the vibrancy of customer choice offered by the Android ecosystem, and is reflected in Android device and developer growth. And, as expected, as I've covered in the past, it begs the question... what is to become of Windows Phone 7, RIM, HP-Palm, and Symbian. I'll leave off Apple due to the company's stated intent to focus on a more limited, higher-end market (with margins to show for it.... to be specific, Apple doesn't need to be #1 or #2 in volume to succeed), as well as the iTunes/iOS ecosystem. Looking into the near future, the other four have tall orders in front of them.
We'll assume Android consolidates at #1. There is probably room for a viable #2, and then there are the table-scraps. Take a page from Jack Welch's GE playbook: Welch's public philosophy was that a company should be either #1 or #2 in a particular industry, or else leave it completely. Welch's strategy was later adopted by other CEOs across corporate America. Although this mantra has been questioned of late, I do think that at least in the smartphone space, there is little room for carving a niche.
Worldwide Smartphone Sales to End Users by Operating System in 2Q10 (Thousands of Units)
Company | 2Q10 Units | 2Q10 Market Share (%) | 2Q09 Units | 2Q09 Market Share (%) |
Symbian | 25,386.8 | 41.2 | 20,880.8 | 51.0 |
Research In Motion | 11,228.8 | 18.2 | 7,782.2 | 19.0 |
Android | 10,606.1 | 17.2 | 755.9 | 1.8 |
iOS | 8,743.0 | 14.2 | 5,325.0 | 13.0 |
Microsoft Windows Mobile | 3,096.4 | 5.0 | 3,829.7 | 9.3 |
Linux | 1,503.1 | 2.4 | 1,901.1 | 4.6 |
Other OSs | 1,084.8 | 1.8 | 497.1 | 1.2 |
Total | 61,649.1 | 100.0 | 40,971.8 | 100.0 |
Source: Gartner (August 2010)
HP faces challenges. Although they've stated their intent to push webOS across a diversity of form factors including tablets, there is only so much top-down leverage within the enterprise. Just look at Windows Mobile, and HP does not have a stellar track record in this regard with the the iPAQ. They'll face the iPad, an assortment of Android tablets from the likes of Cisco (cius) and Samsung, and developer apathy. Looking at Cisco's positioning, I expect the cius to be a strong contender within the enterprise, and they were smart in focusing on their skillsets rather than trying to reinvent the OS. Sure, HP they may carve out a niche, but that begs the question of the investment in Palm and the distraction that it creates. 3PAR (still in-play as I write this) seems to be a safer bet.
Microsoft will need every weapon in its war chest to make a go of Windows Phone 7. Just this week, another OEM - Dell - was rumored to have jumped ship, leaving LG, HTC, and Samsung. Dell, lacking the WM pedigree of HTC or the volumes that LG and Samsung drive would do themselves a favor by focusing on one OS - Android. In any case, given increasing acceptance within the enterprise of the iPhone, and now Android, not to mention BB, Ballmer needs to get creative, and not creative in the way of Kin. As users consolidate on a single device in may cases, and are given the choice as to what this device may be, the Windows Phone is not top of mind. I'll ask the question voiced by so many... does Microsoft get mobile?
I've always respected RIM, but guys.... you've got to think differently. Last spring I wrote in an open letter to RIM's CEOs that the 9700 would probably be my fifth and last blackberry. I patiently waited through the Torch launch, but it just doesn't do anything for me. I'll hold out for OS6 release on the 9700, though from what I've seen posted on the web, sometime this fall I'll be making that fateful call to AT&T, shifting to the iPhone (more on the back of my in-home iecosystem rather than any love for the iOS experience over Android).
I've read that RIM has sold somewhere around a quarter of a million Torches since launch. In about the same timeframe, Samsung has sold on the order of a million Galaxy S Android devices. The BB App World is uninspiring, and the % of users who plan a BB as their next device continues to drop. This is the most troublesome point, faced by Windows Mobile as well. Given employee choice, the next smartphone is unlikely to be a BB. And, more often than not, where a BB is issued by the enterprise, the employee also carries around an iPhone or Android device. Not a pretty picture if you are looking at things from north of the border. Thus the reasons for downgrades of RIM stock (and not just on the back of concerns regarding India and the Middle East). So what are they to do?
RIMs' rumored tablet is said to be based on QNX, an OS developed by a company RIM purchased earlier in the year. From what I see of the Torch, RIM's existing OS infrastructure, OS6 included, could be coming up against a wall with regard to hardware support and extensibility. QNX could provide the needed clean slate for RIM's next generation of smarphones, but only time will tell. And, they are still limited in the same way as HP (and Apple)... a vertically integrated hardware and software offering. This could continue to be their major challenge in the future (vs the Windows Phone or even HP's webOS if they open it to external hardware developers), but I'll given them the benefit of the doubt and cast them as #3 after Android and Apple, through probably still relevant in terms of market impact.
Then there is Symbian. The mighty ducks. Although still commanding a market lead, due to legacy than anything else. they too face handset vendor apathy (Nokia excepted), marginal developer loyalty, and a Symbian Foundation that has proven to be less than totally effective. The Europeans used to think of the US as being behind the market, based on the sophistication of Symbian devices. In fact, maybe we were just anticipating the market. While Android devices continue to push the limits of hardware design and usability, recent efforts by Nokia and Sony-Ericsson have been less successful. This is reflected in the top smartphones across Tier 1 European operators, a mix of Android, Apple, RIM, and Symbian. This mix would have been unheard of just two years ago, and the tables continue to turn. I suspect that Symbian will continue to find success on the back of Nokia's global presence and S60 momentum, but it will lose the mind and marketshare at the top end. Symbian may take a long time to fall from #1, but when it does, will anyone notice? Looking 2-3 years out, I'll place them at #2 after Android. This ignores Apple, #2 or #3 in terms of volume... hard to tell.
Where does that leave us? Android as a clear #1, eventually dominating vendor mindshare and the majority of operator smartphone offerings across multiple price-points. Apple as #2 in revenue, margin, and impact, if not in volume. An enviable position to be in. Symbian holding on to #2 in volume after Android, though possibly slipping to #3 behind Apple. RIM most probably #4 in volume, though still impactful in the market. I look at the Windows Phone and webOS (as well as the multiple other Linux variants which you notice I’ve ignored) as also-rans, possible successful in niches but having minimal market impact. The real question then will be how the market and ultimately, consumers, take to the #3 and #4 players, the strong and the weak, as characterized by a former colleague of mine. Only time will tell.