Today, most mobile users in developing markets rely on basic feature phones, which generally offer little beyond basic voice and SMS functionality. But, as discussed in a previous post, smartphones will drive the next stage of the mobile revolution, offering access to more phone features, as well as being the primary tool for internet access for many in the developing world.
At the same time, the Android operating system offers several important advantages as a potential mobile operating platform for women in emerging markets. As of June 2012, Android represented 47% of developers’ primary platform in Africa, as compared to mobile web (13%) and Apple’s iOS (13%).*
Key trends include:
Rapid growth: Mobile operators throughout the developing world offer handsets featuring Android, which is becoming the dominant smartphone platform in developing countries, and as such is becoming the platform of choice 11 for developers in emerging markers. Low-cost Android handsets are expected to reach 80% of the total smartphone markets in Africa, India, and China by 2015.
Lower cost handsets: As an open source platform, Android handsets tend to be lower cost than competitors’. Currently, Android handsets are the lowest priced smartphones available.
Flexible platform: The flexible platform allows handset manufacturers, mobile operators or end consumers to replace the core components. For example, the Launcher can be swapped out easily, and examples of all kinds are currently available via Google’s online Play marketplace.
However, currently, these devices tend to feature designs meeting the needs of urban, male users, given their socio-economic statuses and geographic densities. As this new technology gains ground, the design and mobile industries have the opportunity to prevent women from falling further behind. By designing to meet the needs of resource-poor women, innovators will also, in many cases, meet the needs of resource-poor men, enhancing the commercial as well as the social opportunity of redefining the smartphone user experience for those in emerging markets.
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*Source: Business Insider. ‘CHART OF THE DAY: Android Is The Platform Of Choice In The Developing World.’ (June 22, 2012)