Samsung CEO in his press release has given statements asking his company to articulate the focus on developing user-friendly and self-reliant software platform, which hints at its possible move to shift the focus from Android to its very own native operating system. This move comes on the aftermath of Google launching Motorola Mobility, which comes powered by Android ICS and would in turn give direct competition to the South-Korean giant. Though Google has said that it’s natural, Samsung looks determined not to let the bar shift.
Prehistorically, Samsung had tried to integrate its hardware and software (Bada, if you still remember) under one hood and in turn sold manifold handsets in selective market segments. But the reason why Samsung had to stick to Android was its immense popularity and user-friendliness. As of now, majority of Samsung handsets come powered by Android, including its latest chef d’oeuvre- the Samsung Galaxy SIII; the sole reason why Samsung holds over 50% market-stake in the smartphone segment goes to the dairy products out in the market. (You won’t get it, if you are a Droid guy. Only people, who COOK well, noticed it. Hah!)
With integrations like TouchWiz, Samsung has tried to tweak the Android user experience but it realizes it needs to do a lot more to flip the Android user experience. The reason why Apple fares well despite the pervasiveness of Android devices is the hardware-software integration. Right now, Samsung just focuses on creating innovative hardware designs and they’re hands-tied when it comes to software bugs. This would allow Samsung to deliver a more complete product. It would also make it self-reliant and side-line it from generic devices, who run the same OS.
The bottom-line however is that in an attempt to be unique, you can risk being just an ordinary, left-out face. Consider Blackberry or Nokia devices for instance, their proprietary software has failed to lure the main-stream audience, solely because it’s not very popular. Android has been marketed extremely well and has soared in numbers following extensive mass-appeal.
Most Android users would love to hold a handset, which is unlike those generic handsets available in the market. There has to be a difference between a 300$ and a 700$ phone, not just in hardware specifications but also on software platform. It would be lovely to see Samsung come up with something. Though Samsung abandoning Android may sound a bit preposterous, there is no reason why the largest smartphone in the world cannot outwit the dairy products and the fruit-stores.