1.2. Understanding the Android market

Android promises to have something for everyone. It aims to support a variety of hardware devices, not just high-end ones typically associated with expensive smartphones. Of course, Android users will enjoy improved performance on a more powerful device, considering that it sports a comprehensive set of computing features. But how well can Android scale up and down to a variety of markets and gain market and mind share? How quickly can the smartphone market become the standard? Some folks are still clinging to phone-only devices, even though smartphones are growing rapidly in virtually every demographic. Let’s look at Android from the perspective of a few existing players in the marketplace. When you’re talking about the cellular market, the place to start is at the top, with the carriers, or as they’re sometimes referred to, the mobile operators.

1.2.1. Mobile operators

Mobile operators (the cell phone companies such as AT&T and Verizon) are in the business, first and foremost, of selling subscriptions to their services. Shareholders want a return on their investment, and it’s hard to imagine an industry where there’s a larger investment than in a network that spans such broad geographic territory. To the mobile operator, cell phones are simultaneously a conduit for services, a drug to entice subscribers, and an annoyance to support and lock down.