Smart bet on Android paying off

MANILA, Philippines -  In June 2009, leading wireless services provider Smart Communications first cast its bet on a mobile phone operating system that was relatively a newcomer. In partnership with handset manufacturer HTC, it introduced HTC Magic – officially the first Android-powered device made commercially available in the Philippines.

Android – the mobile phone operating system backed by search engine Google – was not even a challenger then. The market was ruled by other popular operating systems with respective loyal followings. Barely two years after Smart’s introduction of the HTC Magic, Android rose, not only to become a legitimate contender, but to be the most popular operating system worldwide by the first quarter of 2011.

Research firm Gartner reports that out of the 100.8 million smartphone units sold worldwide in the first quarter of this year, Android accounts for 36.3 million – making it the best-selling OS in smartphones. From a market share of 9.6 percent last year, it rose to 36 percent, leaving the second placer at 27.4 percent.

Smart, now the prime promoter of Android in the country, aims to replicate that global feat locally. It has launched a series of firsts in the country, like the introduction of the first affordable Android-powered smartphone (Huawei Ideos), the first Android-powered Tablet bundled with full network and data services (Samsung Galaxy Tab) and the first handsets powered by the updated Gingerbread (ver. 2.3) platform (HTC Desire S and Sony Ericsson Xperia arc).

“The timing of the arrival of the Android operating system is perfect for Smart’s strategy of providing Internet for all,” Smart spokesperson Ramon Isberto said. “Our network and system are ready to provide data services, the challenge lies in the devices through where our subscribers access the net. Android, being free and open source, makes it possible for manufacturers to offer feature-packed data-capable phones at more affordable price points” he said.

Even before its introduction of its first Android handset, Smart has foreseen the potential of the operating system and its impact on the future of data services and mobile computing. In 2009, it launched the Smart Mobile Developers Conference featuring Android followed by a competition among the resulting Android apps. The winners in the mobile developer competition – one a disaster alert app and the other a remote mobile phone access app – were showcased by Smart and their respective developers at the GSMA Mobile Asia Congress in Hong Kong.

To date, Smart has a lineup of various Android smartphones and tablets from different manufacturers, with high-end models ranging from P20,000 to P30,000 and entry-level brands selling for less than P10,000.

But the real breakthrough is Smart’s development of a self-branded Android device – the Smart Netphone. Unveiled during this year’s GSMA Mobile World Congress, the Netphone will open doors for mobile application developers to create customized and localized apps, and will facilitate faster and more efficient development and roll-out of data-centric services by Smart.

“The Android Market is the fastest growing app store with over 290,000 apps available, and the number of hits and downloads it gets is phenomenal. The Netphone is expected to boost this trend even more as Smart sees the Netphone jumpstarting an ecosystem of mobile app development here in the Philippines. Smart’s next goal is encouraging the growth of a community of local developers and content providers,” Isberto explained.

Just recently, Smart started tapping its partners in the academe for the inclusion of Android application development courses for engineering and information technology students. Banking on the imagination and creativity of the ‘data generation’ (the successor of the ‘text generation’), Smart sees only great potentials in the use of Android applications in the local landscape.

“The possibilities are virtually endless. Android on smartphones no longer means just mobile web browsing and communication. Android applications can be developed and used for a world of other beneficial products and services like in education, health care, disaster preparedness and monitoring, media, and more,” Isberto added.

With affordable devices and local applications and services coming together through the Android platform, Smart sees the reality of bringing the Internet to the hands of all Filipinos, like what it did to the cellular phone in the last few years.

“Just take the ZTE V9 as an example,” Isberto said, citing Smart’s most affordable Android-powered tablet. “Imagine if kids in schools all over the country are given that kind of tool. With the possibility of apps, we can easily and quickly deploy up-to-date and accurate learning tools and reference materials nationwide, we can remotely monitor the students’ and the schools’ performances, and do whatever we can imagine and develop,” he said.