December 15

2012Group Members

Asim Ali FA09-BBA-112Fizza Ateeq FA09-BBA-111Khadija Sikandar FA09-BBA-041M. Nauman Rashid FA09-BBA-061Syed Muhammad Hilal FA09-BBA-090

CASE STUDY

IntroductionSince Marconi transmitted radio signal and Alexander Graham Bell invented the first

telephone, technological breakthroughs in the telecom industry have continued to make

human lives easier. The advancements in technology have made possible many things that

once seemed impossible. The world is much different now than it was decades ago.

Offering almost the same functions as a laptop, in a more portable form, smartphones

have become very popular nowadays.

When it comes to talk about smartphones your mind just clicks on the thought that hey

he’s talking about android phones. Bingo, it’s the same android that nobody knew a few

years back has become the DNA of the smartphone industry. People don’t know why they

need an android phone but they do, acting just like zombies who always move forwards

slowly and relentlessly but don’t know why!

Google has been able to hypnotize the people of the Global village with its Green doll and

no doubt it has been able to create a mark in the world, although it did and is facing a lot of

difficulties and challenges yet the company has shown tremendous growth and is

continuing to grow with the same pace over the years.

Corporate HistoryAndroid, Inc. was founded in Palo Alto, California in October 2003 by Andy Rubin, Rich

Miner, Nick Sears and Chris White with the aim to develop smarter mobile devices as

quoted by Robin who previously was known for the Danger Hiptop revolution which was

an EDGE/GPRS/UMTS smartphone.

Despite of all the success the Co-Founders incorporated Android Inc. displaying that they

were only working on software for mobile phones. Google; the giant known for its long list

of acquisitions later on swallowed Android Inc., on August 17, 2005 making it a wholly

owned subsidiary of Google yet key employees of Android Inc., including Rubin, Miner and

White, stayed at the company after the acquisition.

Not much was known about Android Inc. at the time, but many assumed that Google was

planning to enter the mobile phone market as covered by Bloomberg BusinessWeek who

stated that “Google Buys Android for Its Mobile Arsenal” and the environment began to be

alarming for the mobile industry’s Giants.

Google’s biggest concern was the unmatched rivalry of the Smartphone Giant Apple with

iPhone and the iOS. So on November 5, 2007, a consortium of technology companies

known as Open Handset Alliance, including Google, HTC and Samsung, wireless carriers

such as Sprint Nextel and T-Mobile, and chipset makers such as Qualcomm and Texas

Instruments, a total of 84 companies in the alliance unveiled their selves, with a goal to

develop open standards for mobile devices.

Google officially jumped in the mobile industry by offering the first phone to run Android

which was the HTC Dream, in October 2008. Since then Android has seen numerous

updates which have incrementally improved the operating system, adding new features

and fixing bugs in previous releases.

In the shortest period of time Google’s little baby Android is being adored by nearly every

person of the planet, It just got in the DNA of People to love the green doll as covered by

CNET on 12th September 2012, that Android holds 75% of the smartphone market share

with 500 million devices that have been activated globally till date with an activation rate

of 1.3 million devices per day carrying a vision of more than just being a mobile platform

rather support every electronic piece on the face of the earth as stated by Eric Schmidt

“Our goal is not just a single device. Our vision is a mobile platform that runs on many

different devices”

Android Operating SystemAndroid is a Linux-based operating system designed primarily for touchscreen mobile

devices such as smartphones and tablet computers. Android is open source and Google

releases the code under the Apache License. Android is open source, which focuses on

customization where Google publishes the source code of every version freely. It’s open

source code and permissive licensing motivates device manufacturers, wireless carriers

and enthusiast developers who can use it in different phones and applications after making

certain alterations and changes according to the requirements of that phone.

Since Android was designed for touchscreen mobile phones its interface was developed in

a manner that loosely corresponds to the real world. It is based on direct manipulation

using touch inputs like swiping, tapping, pinching and reverse pinching to manipulate on-

screen objects and the responses are designed to be immediate to provide a fluid

experience to the user. Android Devices boot to the home screen which is filled with icons

that used to launch applications and widgets that display live, auto-updating content such

as the Facebook posts. The homescreen usually comprises of multiple pages that users can

swipe back and front and are highly customizable so the users can adjust the looks of their

devices as per their tastes and preferences.

But that’s not all android has an inherent memory management system (RAM) in it as well

to keep power consumption at a minimum since most of the devices running Android are

battery powered. The system works in the manner that it suspends the memory of

application without shutting them that are open yet not being used by the user, thus

having a dual benefit that apps in the background don’t waste power needlessly and the

app does not need to be reopened again from the scratch.

Additionally, Android has been able to raise a large number of applications that extend the

functionality of devices which can be acquired through Google’s Play Store, Amazon

Appstore or through any third party source. The Play Store application allows users to

browse, download and update apps published by Google and third-party developers, and

is pre-installed on devices that comply with Google's compatibility requirements.

How Android Grasped the MarketAndroid has rapidly emerged as a giant killer in the mobile world, proving capable of a

task many thought impossible: taking on the iPhone, and for the most part, winning.

Android’s market share has exploded year on year and it holds an almost fanatical fan-

base: much like Apple’s critically acclaimed mobile phone but the big question is how it

made it so far?

Android’s Ubiquity – Almost every kid has gone through the stories of United we stand

divided we fall, I’m sure Larry and Sergey learned their lesson form it. Google devised a

policy which changed the rules of competition in the market and was able to turn the one

on one competition into a few against many horses race.

One of the biggest reasons behind android’s success and

dominance in the mobile industry is its Ubiquity the Open

Handset Alliance (OHA) led by Google. Google realized it

well that jumping in the mobile industry alone would only

result in showing losses in the balance sheets thus it

pulled the strings of 84 companies including handset manufacturers, software companies,

mobile operators, semiconductor manufacturers and commercialization companies in the

project who made the world aware of the innovation that was coming to their doorsteps.

The combined marketing and distribution efforts of all the OHA members not only made

people aware of Android but they ensured that it was available to them at any corner of

the universe. We know the second most suitable smartphone in the

world would probably be IPhone but it had its own problems like if

you wanted to buy an IPhone in 2009 in USA you had no option but

to go with AT&T. At that time Motorola launched the Motorola

Droid that came with Android 2.0 with Verizon who joined the

agreement with Google. Verizon explicitly promoted the Droid as

an IPhone alternative. Launched on October 17, 2009, TV spots and

an associated website made "entertainingly combative"

claims listing features then lacking on the iPhone, e.g. "iDon't

multitask", only mentioning the name of the Droid in the final frame,

reading "Droid Does" At the official launch event on October 28, 2009, Verizon's Chief

Marketing Officer John Stratton described the campaign as a spoof of Apple's iPhone ads,

intended to "wake up the market” both these smartphones were priced at the same level

of $199 and $599 with and without contract but the Motorola Droid shook the IPhone in

multitasking, a superior 5MP camera as compared to a 3MP IPhone camera and a higher

3G talk time of 1.6 hours above IPhone available with Verizon the largest mobile operator

in USA in 2009.

Open Source Approach – Another major and strong reason of the success of the Android

is the reason that it is an open source program. Unlike Linux which is open source yet it

has no central control Google is the controlling authority of Android and keeps a check

and balance on it. People like the open source approach because of the fact that they can

contribute towards the development of the product and can actually see the things that

they want to see in the product.

The open source approach created a win-win scenario for Android because it talks about

the mutual benefits of all the parties engaged in the process.

For Manufacturers – They received a fully functional and highly customizable operating

system for their devices for FREE.

For Users – A highly customizable operating system that they could blend according to

individual preferences.

For Carriers – An alternative to IPhone, high number of OEMs and devices to choose

from.

For Enterprises – A large number of productivity apps.

For Developers – A huge market for developing and writing applications and a platform

offered by Google (PLAY STORE) through which they could reach the end users.

Google Developers Community – Smartphones are known for multitasking and speed but

that requires applications! Google has been playing fair with the developers as it offers its

source code of every updated version of android that is released, Google offers Android

Software Development Kit (SDK) to developers interested in developing for android which

includes a comprehensive set of development tools which includes a debugger, libraries, a

handset emulator based on QEMU, documentation, sample code, and tutorials and with

the rapid boost in android platform it has also grown to become a favorite among mobile

developers as Google announced a total of 2.5 billion downloads of application solely from

the Play Store. Android has the most active community of developers and enthusiasts who

use the Android source code to develop and distribute their own modified versions of the

operating system. These community-developed releases often bring new features and

updates to devices faster than the official manufacturer, and also provide continued

support for older devices that no longer receive official updates or bring Android to

devices that were officially released running other operating systems, such as the HP

Touchpad. Cyanogen Mod is the most widely used community firmware of Android and

acts as a foundation for numerous others. The number of applications thus added to the

Android family is thus rising very rapidly and Google had left behind Apple in the number

of applications created for end users in October 2012 with reported number of

applications for Android exceeding 700,000 applications in multiple categories which is a

driving force of Android’s success.

Affordability – Before Google jumped into the mobile industry with his little green doll

smartphones were often referred to as status symbols and extremely expensive. An

IPhone 3GS costed roughly $600 in 2009 but Google turned the smartphone market and

took it to another level of competition where the 3 billion market of mobile industry now

has a broader range of price range of smartphones. Now days the market is full with low

budget android devices like the Samsung Galaxy Y and HTC wildfire starting from $150 so

many new potential customers are approaching android. As you can see, an Android

phone can definitely be a cost-saving alternative to an Apple iPhone.

These factors have allowed Android to become the world's leading smartphone platform

and the software of choice for technology companies who require a low-cost,

customizable, lightweight operating system for high tech devices with a global market

share of 75% as of 2012 with 136 million devices shipped beating all the other operating

systems in the market.

Android in PakistanIt was predicted by the market research firms that Android would ‘blow up’ in its

competitors’ faces. “Android will become the second-largest operating system in 2010 and

challenge Nokia’s Symbian for the number one spot by 2014,” claimed technology analysis

firm, Gartner, on September 10, 2010. This remarkably justifies how the free operating

system, coupled with cheap hardware, is penetrating into the populous developing

countries. Pakistan is one amongst many such countries that have been, until recently,

devoid of the option of purchasing cheaper Smartphone.

In a world having billions of mobile-phone users, Pakistan is ranked 8th worldwide and 5th

in Asia, in terms of mobile phone usage. Nearly 67% of the Pakistan’s population uses

mobile phones and 23% of them own Smartphones. Android has been gaining immense

popularity and significant attention from customers in Pakistan’s growing mobile market.

The first android phone to be officially offered in Pakistan by a local mobile carrier was

Motorola’s Milestone, more popularly known as the ‘Droid’. All sorts of latest Android

phones are now available in Pakistan’s market including the most popular sets ranked by

PC World i.e. Samsung Galaxy Nexus, HTC One X, Rezound, T-Mobile MyTouch 4G Slide,

Motorola DROID RAZR MAXX and Samsung Epic Touch 4G. The android phone market

caters both economical and costly sets and includes cheap sets like Galaxy Y and HTC

Explorer as well as latest expensive sets like HTC One X and Galaxy NOTE etc. Although

the overall share of Smartphones in Pakistan is comparatively lower, it is estimated to

increase significantly. Apple’s iPhone has still not been launched in Pakistan officially and

since Android took off, Google stood to benefit from the first mover advantage. In

Pakistan’s mobile phone market, it has also benefitted from the fact that phones running

Android can be disturbingly cheap.

With the increasing trend of local carriers offering phones running Google’s free operating

system, Android is also observed to be making its way into Pakistan’s market from the fact

that Pakistan Air Force (PAF) manufactured and introduced Android tablet, PACPAD.

Previously, PAF also launched their net-book and an e-book reader as well. Being initially

manufactured at Kamra, the introduction of PACPAD is aimed to provide cheaper

solutions to local consumers. Most downloaded Android apps in Pakistan are iQuran,

CamScanner, Advanced TaskKiller, AccuWeather and Barcode Scanner. Barcode Scanner is

the only one amongst them having listed in top 50 downloaded applications

internationally.

Challenges to AndroidAlthough Google’s little green doll has been the most successful story of the century which

holds on to three quarters of the smartphone market in the global arena but being popular

is not always good and the old phrase often credited to the late P.T. Barnum , “there’s a

sucker born every minute,” can definitely be used to describe some aspects of the mobile

industry or more specifically for Android.

Android Malware Threat – Key reasons such as its Ubiquity and open source nature

contributed strongly to the success of Android but its enormous growth has led the focus

of the devil upon it and is turning to a disadvantage to Google. Malware has been an issue

for Android since the beginning but now it has gone too far when Sophos, a popular anti-

virus company released its 2013 Sophos Security Threat Report, in which it named Android

as the most targeted platform of the year. According to another security research firm

Kaspersky Labs, the volume of new malware targeting Android devices nearly tripled in

the second quarter of 2012. Over

the three-month period, the

company found more than 14,900

new malicious programs targeting

the platform and thus Android

malware continues to dominate

the mobile threat landscape with a

whopping 51,447 unique samples

detected in the third quarter.

Nearly half of the malicious files

were classified as multi-functional

Trojans that were programmed to steal data from smartphones a quarter of the malware

was made up of SMS Trojans, which are capable of sending text message to premium-rate

numbers without the owner’s consent, and 18% were considered backdoor threats that

can give hackers full control over an infected device.

Yuri Namestnikov, Senior Malware Analyst at Kaspersky Lab shared his views about

android after announcing the report,

“In the near future, we expect not only more malware, but more effective and dangerous

malware targeting Android”

Based on the level of insecurity that has arisen federal Bureau of Investigation (FBI)

issued a warning to android smartphone users via its Crime Complaint Centre (IC3)based

on the verdict of various security companies claiming that it has risen by anything from

216% to 700% over the last three months of 2012. The increasing Malware threat is very

alarming for Google that needs to address the issue as soon as possible if it to retain its

position of the best operating system in the world.

Microsoft Threat – Based on its history Microsoft, as quoted by an analysts is a lot like a

freight train: it may be fat, bloated, and heavy, but once it finally gets up to speed, it's a

force to be reckoned with. Although Microsoft is not a big player of the mobile industry

but with the evolution of Android Google has stepped its foot on the lion’s territory and

now the king seeks to regain control of his kingdom. Although there is no denying that

Android is also so powerful that it has shaken and beaten the market giants. Android was

originally developed for touchscreen smartphones however its nature of customization

has led companies to opt it as the basic operating system for tablets and notebooks etc.

here is where it the balance was disturbed.

Microsoft having sold more PC’s than the number of cars in the world having a 1 billion

users market, after quite patience has initiated its engine and launched Windows 8

operating system platform as an interactive and intuitive one which has shown to have

impressed many of the windows fans round the globe. Now the Microsoft knowing the

significance of applications has put huge efforts in developing applications for tablets that

Android lacks. The company is vigorously promoting its Windows Store by attracting as

much developers as it could by offering an 80% share in revenues to developers as

compared to 70% of Android and within a short span of time Microsoft has even

surpassed Apple which held 13,000 applications in only one month time period and thus

40 million Windows 8 licenses have been sold in first month of arrival.

“Microsoft's Windows App Store Is Already Smoking Apple's Mac App Store”

Business Insider

Microsoft has also launched its own Windows 8 based Tablet known by the name of

Surface which is one great piece of hardware at a $499. This poses a serious break onto

Android growth of Tablet OS and the current android tablets being sold in the market may

become history. Apart from that Windows Phone 8 from Nokia the leading giant in the

shape of Lumia 920 and 820 are attracting a large number of audience since only these

two mobile devices have raised Nokia’s Market share up 1% in just one month because of

the new WP8 OS combined with innovative accessories offered by Nokia, the wireless

charger for instance, while two WP8 mobiles are awaited from HTC namely HTC 8X and 8S

which are receiving huge pre-orders and HTC 8X has been showing the status of Back-

ordered even on Amazon. In the US Steve Ballmer, chief executive officer of Microsoft said

at 2012 annual meeting that

“Windows Phone 8 has been on sale for a few weeks and is off to a great start. Handsets

made by HTC and Nokia are getting rave reviews and have initially sold out in many

countries,”

Windows 8 based mobiles and tablets may be a great start for Microsoft and Nokia as well

however it poses a serious challenge to Android which needs to be thought off wisely.

Apple IPhone 5 in USA – It seems that Eric Schmidt has either been underestimating the

capabilities of the rivals or overestimating the potential of the green doll. Apple has been

the leader of the smartphone industry since the inception of the IPhone and they were

more than just proud of it. Android took away

its pride in many markets of the Global economy

however in the US the tables have turned in the

favor of Apple with the launch of IPhone 5.

Following the successful launch, sales of iOS

devices have overtaken Android in the U.S.,

according to Kantar WorldPanel. The research

firm found that in the past 12 weeks from

August to October 2012, sales of Apple

smartphones accounted for 48.1% of the market

compared to Android’s whose share dropped from 63.3% to 46.7% in US. Based on the

figures Kantar’s Dominic Sunnebo said,

"The last time we saw iOS overtake Android in the U.S. was when the iPhone 4S was released

and Apple managed to retain its lead for three consecutive periods, This time we predict that

Apple will beat its previous high of 49.3% and achieve its highest ever share of the U.S.

smartphone market within the next two periods."

IPhone has been in the market since far long and it has a high number of loyal customers,

Kantar’s data reflects that there was pent-up demand for the iPhone 5 and after its launch

in September Apple had experienced supply constraints yet it has been able to take hold of

the market. Apple’s loyalty remains high as 62% of IPhone 5 sales came from existing

iPhone owners while 13% switched from Android, 6% from BlackBerry devices and only a

small number of first time smartphone owners bought iPhone 5 handsets. Kantar also

reviled an impressive survey results that 92% of existing iPhone owners, additionally,

noted that their next upgrade will be an Apple device. Thus Google needs to sharpen the

saw to remain in pace in US against the one smartphone that is the king of the ring.

Android’s Response – So FarPeople prefer android over the iOS and the Windows 8 platform so far because its flexible,

it’s customizable and its totally free but with the challenges that they face right now

Google’s green doll is in a state of fear and Google has now understood really well the

potential of the challenges they face and are providing healthy solutions.

Bouncer Antimalware System – With the rising number of malware android users have

started to lose a sense of security and finding a solution to the issue remained the top

most priority for Google itself. In the start of 2012 Google introduced an antimalware

system known but the name of Bouncer Antimalware system that is transparent to the end

users and scans the applications that are submitted to the Play Store for any malicious

content. As a result the company officials said that there was a 40 percent drop in

downloads of potentially malicious apps from the market.

However there are a great number of third party application developers that offer files

APK from other than the Play Store so the issue still remained at the top threat despite of

little success achieved by Android. To address that issue Android geniuses have come up

with another solution. The most recent Android 4.2 version may not be a revelatory

upgrade over Google's original version of Jelly Bean, but the area that received attention

was security where Google added a malware scanner that instantly analyzes side loaded

or third party apps for potential threats. Android VP of Engineering Hiroshi Lockheimer

told Computerworld that

"We have a pretty good understanding of the app ecosystem now, whether something's in the

Play Store or not"

However a computer scientist at North Carolina State University has put Google's solution

through a thorough test and found that barely 15 percent of malicious samples were

properly identified by the scanner and also the percentage of Android 4.2 is only a total of

0.8% of the total which slows the results of the efforts of Google.

Microsoft Threat – Despite the fact that Microsoft has been offering 80% revenue sharing

policies but that may only attract some loyal Microsoft developers since the 80% revenue

sharing starts when developers exceed a limit of $25,000 sales which is a high target

volume whereas Android developers get a 70% share of revenues but since Google has

achieved a global 75% market share developers are more attracted because of a huge

market. Also Google is capable of attracting new developers easily to the developers

community because developing for Android is free and Google itself offers a specialized

Software Development Kit (SDK) for the development of android applications while for

developers who want to develop for Windows 8 require purchasing licensed software

such as Visual Studio thus Google has ensured developers of a healthy platform that they

can develop for without bearing any costs.

Android has launched Samsung Nexus 10 in responses to Microsoft’s surface tab. The

Nexus 10 has been launched with a competitive price of $399 whereas surface tab’s price

starts with a price of $499. Nexus 10 is created in partnership with Samsung and comes

with a blazing fast dual-core ARM Cortex A15 processor and advanced MIMO Wi-Fi, which

has the power to enhance the web browsing speeds up to 4 times fasters. Nexus 10 also

provides a new feature of sharing and customization where one can share the tablet with

friends and family, with separate customizable spaces for each person. Nexus 10 lets each

user have their own homescreen, wallpaper, apps, storage, and more in an approach to

reach the goal of the century that is mass customization. Above all there are more than

700,000 applications for Android available on the Play Store as compared to mere 21,000

applications on Windows 8 platform that further gives the customers a reason to select

Nexus 10 above Surface or any other tablet in the market. Nexus 10 also promises the

availability of Hit movies on the Play Store to be available in a snap for users thus

enhancing further the quality and customer delight.

Google Nexus 4 VS Apple IPhone 5 – Apple has always been able to maintain a large

number of loyal customers because of its premium quality and exclusive features that it

offers incorporating all in one device the IPhone 5 it took on the entire flood of android

devices and took hold of the US market with the highest market share. There has always

been the issue of carriers that influences the choice of customers of smartphones but now

Google’s next Flagship phone is the LG Nexus 4 which has been released on 13th December

2012 has the potential to take on the IPhone 5. The awaited Nexus 4 is to come packing a

quad core processor for the ultimate gaming and application experience along with a 4.7”

HD screen for users as compared to the dual core processor packed with a 4” screen that

comes along IPhone 5. The Nexus 4 came out with a stunning 8MP High definition camera

capable of shooting in 1080p full high definition videos and for snap shots Google has

introduced the amazing photo sphere camera capable of capturing in multiple positions.

All these features have offered at a price of $299 as compared to IPhone selling at a price

more than double of Nexus 4. Through this Google has created the best fit of Cost and

quality which is expected to show positive results for Android.

The Big Question!

Google has no doubted become the world’s largest operating system in just half a decade

with almost all of the market gone crazy for its Android and Eric Schmidt forecasts that

the number of Android devices based its growth rate is expected to hit a billion within the

next year. Google aimlessly targets the highest market share approach but the big

question that arises out of it is what does it give to Google? Or more accurately where are

the profits? Market share is only one part of the story but investors are more concerned

with the outcomes as quoted by Paul Marsden,

“Business is all about solving people’s problems – at a profit”

Android is the core reason that has turned the tables for many handset manufactures, take

Samsung for instance research indicates that people are less concerned about Android

rather handsets remain the center of attention as proved by figures indicating 50.8% of

total belonging to the old Gingerbread family (2.3.x) while the latest Jelly bean (4.1 – 4.2)

accounts for only 6.7% of the overall usage. That explains why Samsung is a hit and others

are yet facing trouble capturing the market because Samsung marketed its Galaxy Series

well enough and as a result Samsung who picked the pace because of Google’s Android has

exceeded in profits than Google’s overall profits from all its operations and Google’s

income is experiencing a fall. So what should Google do in order to cope with the

situation?

Teaching NotesNo doubt new operating systems are entering the market but then again there is no doubt

that the little green doll has dug real deep into the market and the fans love it for such

reasons the experts round the globe view Android as almost immune to the competition in

terms of operating system at least up to 2016 based on the survey conducted by Gartner.

The challenging question to Google is that due to the mass marketing of handsets by

manufacturers (Samsung) the customers are place their bets on the basis of the quality of

mobiles which explains why Samsung Galaxy series have boosted the income in a manner

where it even overtook the search giant, in such way other manufacturers might lose their

confidence in Android. So what should Google do?

Jump back to where the story of Android began, Android was successful because of the

Open Handset Alliance who collectively made it ubiquitous in the market. The strategy

was purely integration and the same solution is for Google even now! Google needs to

jump into the hardware industry as well to boost its revenues but jumping in the industry

without experience wouldn’t give positive outcomes either. But come to think of it Google

acquired the Motorola Mobility in the start of 2012 which has all the necessary

ingredients to manufacture cutting edge smartphones as proven by the history of

Motorola Droid Series that challenged the IPhone.

Available on almost every carrier Motorola has an already developed network and supply

chain and now when Google owns Motorola it can easily jump into the handset

manufacturing biz and by offering its Flagship phones via Motorola big two can make a

mark on the planet. Apparently it seems in quite some ways that the HTC devices are

superior to Samsung’s devices but HTC isn’t much of an advertiser like Samsung thus it fell

far behind. The same could happen to Motorola as well since it doesn’t have a very large

customer base in terms of market share.

Actually the set back of Google is that it has rather been focusing on individual aspects of

operations but a focus on the systemic approach where the hardware manufacturer,

software developers and the marketers should work along to spot the edge they have and

convey it to the audience of the planet earth just like in the auto mobile industry what

Toyota has been doing over the past few decades with the TPS approach – integrating

with suppliers, distributors and moving along as a single unit.

Google has undertaken the initiative by integrating with the hardware supplier (Motorola)

and has done real well in understanding the significance of the impact marketing tactics

that companies use and thus it has hired Brian Wallace, Vice President, and Strategic

Marketing at Samsung Telecommunication to work for them and completed the

requirements of the systemic approach and now the joint collaboration has started

operating which has posed the threat on the rivals as indicated in news and blogs

“The Google-owned mobile phone manufacturer is hard at work on a sophisticated handset,

which has been dubbed internally as the X phone”

The Wall Street Journal

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