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How Amazon and Microsoft will refrain from Google becoming our next Android superhero

<img src = " jpg "class =" "alt =" istock-955124060.jpg [19659002] Image: ZDNetThe Google Game Store has since started, at…

<img src = “ jpg “class =” “alt =” istock-955124060.jpg [19659002] Image: ZDNet

The Google Game Store has since started, at least in the Western Hemisphere, been the premier place for app developers to distribute their software on that platform.

Traditionally, the idea is that an OEM OEM is trying to sell its products. In North America, LATAM or EMEA could produce a smartphone or tablet device without the Google Store and Play Services being rude. Without access to Google’s key applications &#821

1; Gmail, Calendar, Hangouts, YouTube, Maps, Chrome browser – and popular 3rd party apps, a mobile device was worthless from the consumer’s point of view.

Yes, some options like Amazon Appstore. But they missed the ability to install Google’s own apps and many of the popular third-party apps, especially games, did not participate in the alternative app stores because of much less advertising revenue.

Without Google Play and Play services, you just did not build a device for the western market. Period. Amazon’s massive failure with their firephone in 2014 showed it.

But it’s almost 2019 and the perception of Google’s total value stakes is changing.

In the summer, the European Union rated 4.34BB (5BBB) and fined Google because of its practice of requiring application bundling on OEMs licensing its Play Store as well as requiring the use of the search engine. Google also prevented companies from selling “forked” versions of Android if they expected to sell products with company apps preinstalled on them.

As a result of the EU antitrust decision against the company, Google must now stop collecting applications for Android phones and lift restrictions on forked or modified versions of Android. Google is also under review with Android in the EU and more fines can follow.

Google has now expressed its intention to follow the decision pending appeal, which may take several years. If OEM users want to preinstall Google Apps in Europe, it will now be charged for the privilege of a flat license fee.

The cost of this licensing can work up to as much as $ 40 per device depending on the actual hardware properties, such as image density.

Google obviously takes money from Android by taking a significant decrease in app revenue from developers participating in the Play Store and by making money on search engines with targeted ads.

It is important to reduce OEM profits. And it may mean that OEM users can now look for alternatives when they try to reduce the cost of these devices and improve their margins, especially in emerging markets.

On a hero device like Samsung Galaxy S9, which may sell for $ 600 or $ 700 retail, $ 40 is a lowered cost, an OEM customer can easily bury and pass to the consumer. But not on a $ 200 or maybe even a $ 400 device.

What are the options?

Amazon and Microsoft are the two companies best suited to go face-to-face with Google in terms of app system and built-in application offers for Android.

Four or five years ago it would have been unthinkable. Neither the company could provide compelling applications or store experiences that competed with what Google had.

But it has changed.

Amazon has built a significant success with its Prime service and its music and video platforms are now some of the best in the industry. It also makes a huge advance in IoT and home automation space with its Alexa intelligent assistant and builds a very large partner household ecosystem around that platform.

And while its four OS tablet hardware is not a big ecosystem compared to the overall Android space, it’s not a slouch either. Amazon Appstore user experience has been greatly improved in recent years, as well as their Four OS UX itself.

Essentially, Amazon has created a parallel Android universe with its own hardware and apps.

Microsoft, for its part, has developed more of a symbiotic relationship with Android. Over the last few years, it has built a large-scale platform platform for consumers and businesses that are free to use (aka “freemium”) but are more useful when linked to the company’s paid subscription office 365 and other cloud services such as OneDrive and OneDrive for Business.

It now has over 100 apps for the Android platform. This includes its excellent Outlook email and calendaring software, the fast and modernized Edge browser, its Cortana intelligent assistant and its Swiftkey keyboard, which many consider to be one of the best on the Android platform.

The company has also introduced an updated version of its launcher that replaces the default application manager on Android devices and is fully integrated with the Windows 10 timeline, OneDrive cloud storage, Bing search engine, news content, and Office 365 services.

Microsoft actually has enough programs and services that it would be possible for the company to directly engage hardware partners like Samsung, LG, Huawei and OnePlus to build a completely Google free Android device at an extremely cost-effective price point, not just for Europe but also for many developed and developing countries. And that includes North America and LATAM.

The only thing missing from the equation would be a store for Microsoft to use to install their apps and a third-generation revenue generation opportunity using ad-supported revenue and purchase in the app. [19659005] Microsoft has already built a store for its Windows 10 platform that supports “modern” Windows 10 apps and also Win32 special packages. They would simply need to add support for packaging and installing Android apps for Android devices.

Microsoft would also need to build a Microsoft Store application for Android. It would be trivial because they have already created. NET for that platform with Xamarin so it would be a relatively small port of exertion.

Microsoft would certainly be able to go alone and try to correct judges and OEMs. And that can be successful. But I do not think that’s what they should do.

Cats and dogs?

I think Microsoft is stronger if it actually deals with Amazon in order to offer a viable third-party ecosystem for Android, there are several vendors and include participation from other major software vendors.

Of course, Microsoft and Amazon are major competitors in the commercial cloud space. Azure and AWS compete directly with each other. But more than not, Microsoft and Amazon complement as most of their product lines and services do not intersect.

Does it sound like cats and dogs meet each other to fight the squirrel threat? Let’s look at this rationally.

They are both powerful Pacific Northwest-based technology companies, with campus in very close physical proximity to each other. If you actually look at what their employees really are doing, they are every big consumer of each other’s products.

I know, because I used to work at Microsoft and I know many ex-Softies who went to work for Amazon. And vice versa. They socialize in the same circles.

Microsoft people buy a lot of Amazon products and consumer services during their off-hours, and Amazon people use many Microsoft products and services as well. The reality is very different from the perceived cold blooded contest between the two in terms of their commercial clouds.

So yes, there are areas that they can not easily collaborate on – but there are many where they can. And between the two, they can fill gaps with functionality that otherwise fills Google’s own apps and services, so there’s a much more complete ecosystem to collaborate in an app store, advertising engine, and UX for Android.

There would have to be many agreements on what they would cooperate with and what they would not and what the revenues would be. But if there is a will there is one way.

Amazon and Microsoft are already participating in how to integrate Alexa and Cortana on Windows 10 and on Echo devices. Today, you can use Alexa to influence Cortana as a skill on Amazon Echo devices. You will also soon be able to use Alexa to control Xbox One consoles.

It is also possible based on multi-cloud API integration for the two assistants to think of each other so that Alexa and Cortana can be a single neighboring user to experience and produce more useful and intelligent user performance results. It is not really today, but it is absolutely feasible. And it comes.

An alliance between Amazon and Microsoft would be one of the convenience and mutual disgust for Google. Apps and shops and successive partnerships would be the “Microzone” ecosystem. Sound crazy? Successful alliances between rivals have been built for much more trivial reasons.

These two have a very strong motivator to make aware of the thought away from Google in Europe and other regions, as the company provides for its growth in the mobile phone. And Google hardly returns for the benefit of Amazon and Microsoft, providing convincing applications on its platform.

Google does not provide apps and skills for Fire OS or Alexa, and other than Chrome and Backup and Sync (Google Drive) t have built-in applications for Windows 10. Efforts to fill the Windows 10 functionality gap have instead come from third-party developer programs party trying to use the documented or badly documented Google API.

Amazon and Microsoft are in a hurry and points to settle with Google – Amazon burned with its firephone due to Google hegemony in the consumer space with an app hole and Microsoft’s Windows 10 Mobile / Windows Phone link for similar reasons. Yes, both are also envious of Apple, but Google is the real problem. And they can actually do something.

Everyone is weaker if they try to go alone. But together I would not bet against them.

Will Amazon and Microsoft put their differences apart and go together in Android space? Tell me back and let me know.


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