Google’s Android One initiative, where Google partnered with local OEMs like Micromax, Spice, and Karbonn, to release entry-level smartphones with a promise of 2-year software support, has received a lukewarm response in terms of sales, according to a report from The Economic Times.
Android smartphones, which are priced between Rs 6,299 and Rs 6,499 typically sell about 2,00,000 units, however as per the report, Android One numbers have been half to one-third of that number. Local manufacturers have politely declined the claims, and have said that the devices are doing well in the market, and in some cases the demand is outstripping supply.
Android One devices were launched by Google as online exclusives during the first few weeks. Later, they were available through offline stores. It appears that Micromax’s Canvas A1 is among the top devices offered under the Android One initiative.
Google had launched the Android One initiative, to connect to the next 5 billion people to the Internet through cheap smartphones. Google aims to sell two million Android One units by 2014, and if Finbarr Moynihan, GM for international corporate sales at Mediatek, is to be believed, the device sales are on track to meet the 2 million units sale. Google is in the process of expanding Android One program to other countries by the end of 2015.
In spit of huge marketing spend by Google, we believe that they failed to explain to consumers the difference between Android One devices and regular Android devices. People still haven’t understood the advantage of Android One devices which would receive software support for 2 years since their release. On the other hand, a normal consumer is focussing more on the brand trust and hardware specifications when choosing a smartphone. No wonder, Xiaomi’s offerings, Redmi 1S and Mi 3 have received such a great response from consumers.