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Eric Schmidt says Android isn't fragmented, just differentiated

Posted: , by Michael H.

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Eric Schmidt says Android isn't fragmented, just differentiated
We've argued before that Android isn't fragmented, and now it looks like the Android elite are attempting to change the language around the way people describe the Android ecosystem, with even Eric Schmidt joining in on the fun. 

Our argument can be boiled down pretty easily: "fragmented" was a negative marketing word created by Apple to describe the Android ecosystem. It is a heavily biased word, which has unfortunately been picked up by the media at large. In our view, the Android ecosystem is at worst inconsistent, and at best unique. Eric Schmidt and CEO of Motorola, Sanjay Jha, want to change the language towards the positive side by saying that Android is "differentiated". Schmidt was even heard using this new company buzz word at CES recently. 

Differentiated is certainly a better word to describe Android than "fragmented", but it does skew a bit too far positive for our tastes and doesn't take into account consumer confusion when looking at Android devices that don't have Google apps, or devices that have completely forked off of the main system like the Nook Color & Tablet and the Amazon Kindle Fire. Those kinds of inconsistencies are difficult for consumers and aren't understood well by many casual users. 

source: TG Daily

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posted on 11 Jan 2012, 14:40

1. Bluesky02 (Posts: 1439; Member since: 05 Dec 2011)


Certainly it is
Somehow, Apple's marketing words has power

posted on 11 Jan 2012, 14:44 7

2. Castanedaa99 (Posts: 28; Member since: 07 Nov 2011)


If one is too positive and one is too negative, then just call it "Differentiated fragmentation"

That should even it out

posted on 11 Jan 2012, 14:46 5

3. MichaelHeller (Posts: 2686; Member since: 26 May 2011)


absolutely brilliant!

posted on 11 Jan 2012, 16:46

7. ardent1 (Posts: 1997; Member since: 16 Apr 2011)


Or fragmented differentiation or CYA.

posted on 11 Jan 2012, 15:16 2

4. Stuntman (Posts: 754; Member since: 01 Aug 2011)


OK. I decided to take a peruse through the thesaurus and came up with the term "diverse" to discribe the Android ecosystem.

posted on 11 Jan 2012, 15:16

5. DKMDROID (Posts: 102; Member since: 09 Aug 2011)


cant help it,its the open sourced nature of android if android was like iOS (closed) which its thankfully not there wouldnt be any customization an thats the reason why android is so successful because everyone wants to personalize hat they have its something Apple and WP7 dont do yes it creates hiccups when it comes to the hardware and software but i can change themes i can flash roms void warrenty or not android is awesome!!!

posted on 11 Jan 2012, 15:49 3

6. JeffdaBeat (unregistered)


I think they are absolutely right that "fragmented" is something created by Apple. That says there is a right and wrong way to have an OS ecosystem. There is no right and wrong way just like there is no good or bad phone. There is only what works for users. Somethings work and are big successes, other things don't and no one buys it. Period.

My problem, still, with Android is that a vast majority of their users can't always make educated guesses about the phone they are getting or the support they will get after the purchase or what apps they can and can't get. I don't think that's fair to them. If smartphones are now built for consumers, I think there has to be an easy way for consumers to know what they are getting into. I'm not sure if that's possible. If I want my phone to be supported for the next two years, I have to pray to God that Samsung is going to do it. Maybe they will, maybe they won't. I have to pray that my phone can get a sweet app my buddy is talking about...maybe it will, maybe it won't. I want consumers to know what they are getting into. With iOS or even Windows Phone, I know they will have support for at least two years. Android has an update range less than that from what a few surveys have said. I don't think that's right. Not Google's fault...but still.

But that's me. It doesn't mean that I'm right or wrong. It's just an opinion. If Google is happy with how things are going then why change it? To appease the nerds? Don't bother because they aren't the main buying force. They need to do what's right for their customers...or rather...they need to do what keeps people buying their phones. In my opinion, it may be s**t. In others, it's perfect.

posted on 11 Jan 2012, 16:46 1

8. audiblenarcotic (Posts: 110; Member since: 16 Nov 2011)


JeffdaBeat,

I really appreciate when folks can come on here and make thought out, logical, and well spoken points. Kudos to you for that. While I understand the concerns that you do have about the Android ecosystem, I think it is worth noting a few things that address those exact concerns. As remix has mentioned in many post I've seen, the vast majority... something like 90% or higher... of Android devices are running 2.1 and up. And since 99% of all the applications on the market can all run on any version of Android 2.1 and higher there is no longer any real concern about which phone can download which app. Also, to further combat this exact concern Google developed ICS to do just that. Now that they are requiring all the manufacturers to include that "halo" (?) or whatever its called it will lead to faster and more unified software updates. Since you have to actually plug into iTunes for an iPhone to get an update it requires more cooperation from the user then the OTA updates provided through Android. I would be willing to be that the amount of people not on the latest version of software is probably pretty similar on both.

posted on 11 Jan 2012, 22:28

9. OSFantasma (Posts: 119; Member since: 27 Sep 2011)


I agree with everything except. that with the latest iOS update you no longer need iTunes to update..

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