Without success in india

The latest Android One mobile platform, created specifically to support budget smartphones, has been a total failure. Google plans to introduce it to the Indian market where cheap phones are popular, but local stores have refused to sell new products.

This summer, Google unveiled its new Android One platform. It was an initiative to launch ultra-low-cost smartphones that did not enjoy performance and had a shutdown specification, but the US giants guaranteed regular software updates.

The platform was primarily designed for developing markets, primarily India, where cheap devices are selling the best. Unfortunately, due to the fact that the Indian market is dominated primarily by cheap smartphones from China, which are not limited in any way, Google’s plan has come to an end.

Most big sellers have refused to distribute hardware from Android One. A total of around 1800 stores rejected the company’s offer and did not offer any of the three models on the platform, manufactured by Micromax, Karbonn and Spice and costing around $ 100.

The reason for the failure was probably the sales strategy, initially distributing these devices mainly via the internet, such as Flipkart, Amazon and Snapdeal.

This would be said by Subhash Chandra, a spokesman for Sangeethha Mobiles MD, who explained to the media that if the Android One platform had decided not to sell hardware through traditional stores, his company would not introduce it to its offerings.

In turn, the head of another network of electronic stores said that the interest in these devices was very low, so it was decided that their further distribution does not make sense. Similarly, two other MobileStore and UniverCell networks, which started selling only Karbonn’s devices two weeks ago, are not planning to expand their offerings yet.

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The reason for the reluctance to shop for Android One products may also be low margins, which amount to only 3-4 percent. By comparison, the average industry margin is around 91 percent, so it’s no wonder retailers do not want to be involved in distributing products that give them such a small profit.

So far, 480,000 devices have been shipped to India on the Android One platform, which represents roughly 3 percent of all smartphone imports that have been shipped since mid-September. Unfortunately, Android One has to face very strong competition in the form of Motorola and Xiaomi. For example, Motorola has sold more than half a million units in the past few months with the Moto E model. The model is more prominent and better promoted by its sales force, so it is also more popular.

However, market analysts think it’s too early to cut the Android One platform and consider it a complete failure. Specialists from Counterpoint Research say that the switch to the sale of stationary stores will soon begin to bring the first effects. They also forecast that at least one million smartphones should hit the market by the end of this year.

We will soon see if these forecasts are true.

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Carmen Coleman

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