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The rise of the cheap Android phone

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Posted 4th May 2010 at 10:41am by Joe Minihane

android logo large

After the Google Nexus One, HTC Desire and HTC Legend, the focus for Android has largely been on its high-end incarnations, the handsets primed for battle with the iPhone 4G and Nokia N8.

But it’s at the lower end of the market where Android is really looking to capitalise on its position as (relative) new kid on the block, squeezing the likes of Nokia in its super-successful budget phone space, while also going for Apple and HTC in the smartphone sector.

The T-Mobile Pulse Mini and HTC Tattoo both point towards this trend, the latter becoming a big success last year and the former now rolling off shelves. But it’s the arrival of the Vodafone 845 that really shines a light on just how Google plans to pursue the lower end of the market.

This is a phone which costs just £25 a month on a 24 month deal, but still manages to squeeze in the top-end Android 2.1, as well as GPS, HSDPA and the Vodafone 360 social networking skin, aggregating contacts from Facebook, Twitter and IM in one place.

vodafone 845

It seems that rather than offer older versions of Android and pared-down specs, Google is going to battle it out at the bottom with its very best software. Of course, the hardware can’t match up to the likes of the HTC Legend.

There’s no swanky unibody design and the touchscreen on the Vodafone 845 is resistive rather than capacitive. But it’s evident that Google’s plan is to push Android across the entire mobile market, rather than limit it to just the very best phones available. Why should only people who can afford the top-notch efforts experience Android when it can be pushed into cool, cheap devices as well?

Google isn’t resting on its laurels. Expect to see plenty of new budget Android phones as the year goes on. The headline handsets are already out and it’ll be a while before we see HTC or Sony Ericsson produce another high-end Android mobile when they’ve only recently started selling the Legend and Xperia X10.

xperia x10 large profiles

And this shift towards the lower end of the market is going to have plenty of different players rattled. Samsung bada is supposed to be competing in this space, but has not found its way onto any budget phones as yet (officially at least).

Nokia’s software focus appears to be very much on Symbian 3 and developing Ovi (both of which should give it more than a fighting chance in the smartphone arena) and while Espoo is still king of the budget phones, Android’s skills base, especially its access to Android Market and Google Maps Navigation, show that it’s going to give traditional manufacturers plenty to ponder.

Android is growing ever-more popular. And if Google can keep its prices low and its options spread with a variety of phones, then it won’t just be the top end of the market where it starts cleaning up.

More news on: New mobile phones, Upcoming mobile phones, Business, Cheap mobile phones, Touchscreen phones, Android mobile phones, Smart mobile phones, Google

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5 Comments

  • @Lbszone, 4th May 2010, via Twitter.

    The rise of the cheap Android phone - Top 10 Mobile Phones (blog) http://su.pr/31pRCM

  • Fandroid, 4th May 2010.

    I think if you're enough of a techy to care about phone operating systems, you're going to want a high-end smartphone. So am not sure these budget phones will meet potential buyers' wish list.

    Also in the case of the Vodafone 845: people are suspicious of network-branded phones. There's a perception that they're a to overcome that too.

    Reply

  • WindRaven, 21st July 2010.

    @Fandroid What if you can't afford it, or if you don't want to spend a lot on a smartphone? Most people just want to have a good overall experience with the phone.

    The only difference between a high end and a low end phone is that the high end plays games better (because of the processor and the screen) and it can take better pictures. The rise of cheap smartphones means on the go internet access for everyone. Of course, almost any phone has a browser, but you can't really use it for casual browsing.

    Reply

  • Duffy, 1st September 2010.

    I'm all for smartphones for the masses, but have to agree with @fandroid, I know quite a bit about mobiles but someone could be swayed by the 'get a smartphone' culture/advertising and not really understand what they are getting themselves into..
    Someone i know recently got a budget android handset and unbeknowing to them racked up nearly £5 in internet charges,the had been on the internet twice, or so they thought.
    Upon closer inspection the gps was connected, android was set to back up automatically and various other internet related features were on and running, not to mention apps running in the background etc.
    I think greater onus should be placed on the unscrupulous operators to explain fully how the 'fair usage etc works' because folk who buy these affordable phones simply don't have the initial knowledge to avoid unnecessary charges.
    smartphones for the masses yes but knowledge and fair explanations from sellers/operators first.

    Reply

  • Tetsuo, 27th October 2010.

    "(both of which should give it more than a fighting chance in the smartphone arena)"

    What planet are you on?

    Nokia is completely dead if it keeps on using Symbian. Not yet I know, but in the near future. Why on earth would anyone WANT a phone that has no applications written on it because the mere suggestion of writing something for it sends developers into fits of laughter?

    hahahahahah

    see?

    Reply

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