Will Android One save the reputation of local brands?

Yesterday saw the official launching of Android One in the Philippines and two giant local brands were there to introduce their own version of a low-cost Android One certified smartphone — Cherry Mobile One and MyPhone Uno.

In simpler terms, the Android One Program is like the Google Nexus Program for the mass market (lower C, D and E).

While a lot of people are ecstatic about their release, the bigger and perhaps more important question is will Android One improve the rather unpleasant reputation of local brands?

We look closely and focus on several of the key issues plaguing local brands.

1) Release and Forget Attitude. Most (dare we say 90%) of the smartphone models they release never get to see any updates at all. This issue isn’t isolated with local brands as international brands have the same problem, only that it is very glaring with the local ones.

Android One addresses this problem by putting the responsibility to update the operating system to Google instead of the individual manufacturers. In fact, this is the single biggest advantage offered by the Android One Program.

2) High Return Rate. From buggy handsets to long lines in the service center — these are typical complaints by customers who spend their hard-earned money to buy their very first and affordable smartphone.

Google has reported that the Android One Program has reduced the return rate of handsets for brands who participated in India. The same trend is expected for Android One in the Philippines. The problem is, only Android One handsets will enjoy this improved success rate. All other (90% or more) handsets will continue to earn the same return rate.

3) Customer Service. While we’ve seen local brands continue to expand their reach, increase the number of their service centers, a significant amount of customers are still unsatisfied with their quality of after-sales service. Android One hopes to eliminate that horrendous trip to the service center after 2 months of buying the phone. Sorry but Google will not have any dedicated service centers for Android One handsets. You still have to line up the usual way.

Then, we also look at the promises being offered by the Android One Program.

1) Low-Cost Smartphone for First-Time Users. The Android One Program’s mission is to deliver low-cost handsets to first-time smartphone users. While this is generally the case in most emerging markets that the program has been launched, these existing markets already have affordable handsets for over a year now. Hence, the baseline economic impact of Android One might not be that significant.

2) Better Smartphone Experience. We notice that people are already complaining when they see 1GB of RAM on a Kitkat handset. Perhaps 1GB of RAM on a Lollipop handset will make a world of difference?

We will test this theory once we get hold of an Android One unit and compare it with a similarly-specced Kitkat device. In our experience, the general sluggishness of an Android device (Jellybean, Kitkat, Lollipop) has more to do with the volume of installed and running apps rather than the version of Android it has.

Bottom line. The Android One Program can only do so much to help improve the reputation of any brand, local or international. The Nexus Program has done wonders to HTC (but where is HTC now), as well as Motorola (which has been sold off in pieces). Samsung was the biggest winner, along with Asus but that Google halo effect will not last very long.

In the end, local brands have to do it by themselves. Improve their service, roll-out reasonable and timely updates, and strive for better quality control.

Related Stories:

* Google Launches Android One in the Philippines
* MyPhone Uno, Android One for PH, launches w/ official specs
* Cherry Mobile One Now Official
* Hands-on with the MyPhone Uno
* Cherry Mobile One First Impressions
* Cherry Mobile One to be available under Smart Plan 499