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from zero to global hero in 2 years,[link widoczny dla zalogowanych]
Its incredible to see the growth of Android,[link widoczny dla zalogowanych], Google operating system for smartphones and tablets. The first Android phone was launched in Oct 2008,[link widoczny dla zalogowanych], and didn make that many waves. One report said: "The first day of sales for Google Android phone hasn echoed the frenzy surrounding initial iPhone sales".
But wind forward a couple of years,[link widoczny dla zalogowanych], and Android is now neck and neck with Apples IOS and Blackberry to be the leading US smartphone system. Some reports even put Android in front.
The explosion of Android phones has of course been helped by Google giving it to phone makers for free. And it has a big advantage vs. Apple in being used on multiple phone makers,[link widoczny dla zalogowanych], whereas Apple IOS is only on . Here are some thoughts on why Android has been such a hit.
But Google have also done some smart things with the Android brand itself,[link widoczny dla zalogowanych].
1,[link widoczny dla zalogowanych]. A powerful brand property
The little green robot used as a brand symbol is pure genius. It is distinctive,[link widoczny dla zalogowanych], impactful and suggests technology,[link widoczny dla zalogowanych], but in a friendly way.
2. Bring the brand property to life,[link widoczny dla zalogowanych], literally
It started as a 2-d property. But it has increasingly been brought to life in 3-d to make it even more powerful. As David Hilton of Sony says, "The robot has helped drive brand awareness not just for Android users, but to wider audiences".
3. Embraced by partners
What is really impressive about Android is the way that the brand has been embraced and used by partners. Phone brands like Sony use the symbol widely,[link widoczny dla zalogowanych]. Check out the "brand fusion" below,[link widoczny dla zalogowanych].
And phone shop Carphone Warehouse has done advertising in press and even on TV starring the little green robot,[link widoczny dla zalogowanych].
Intel are held up as the masters of "ingredient" branding. But I think Android have done an even better job as,[link widoczny dla zalogowanych], unlike Intel, they have not paid people to use their brand. Rather,[link widoczny dla zalogowanych], partners have used it as they think it will help them sell more stuff. Android phones are called Android phones and people start not to care very much who the manufacturer is.
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