Smart eyes Android OS to push mobile data usage

MANILA, Philippines - With the amount of buzz being created by the Android smartphone operating system (OS) nowadays, leading wireless services provider Smart Communications aims to use the OS to further promote mobile data usage to its subscribers.

Android, the smartphone OS developed by technology giant Google Inc. recently became the top smartphone operating system based on units shipped as of the last quarter of 2010. Smart is helping strengthen the presence of Android in the Philippines by introducing a full line-up of Android smartphones, from the premium ‘power handsets’ to the most affordable mass market models.

“The Android OS complements Smart’s efforts to promote mobile Internet usage in the country. It allows a more efficient way of consuming and enjoying data through touch-screen applications or apps that enable users to easily access useful, bite-sized chunks of the Internet,” Smart chief wireless advisor Orlando Vea said.

“That is why we are offering a wide array of Android smartphones, many of which are exclusive to Smart,” Vea added.

Some of these Smart-exclusive Android smartphones are the Sony Ericsson X10 which comes free at Plan 3500, the Acer Ferrari handset which is free at Plan 2500 and the Sony Ericsson X10 Mini Pro and the HTC Wildfire which are both offered free at Plan 1800. All these handsets are available through Smart’s postpaid brand, Smart Gold.

Smart Gold also offers the Sony Ericsson X8 (free at Plan 1200) and the Samsung Galaxy Tab (free with the Unlimited Data Plan 3000). Late last year, it was Smart who first brought the Galaxy Tab in the country, introducing to the local market the Android-run tablet computer-smartphone powered by mobile network and unlimited data services.

All these Android-powered devices can simultaneously run apps and widgets for communication, entertainment, productivity, gaming, social networking and more.

“Smart’s network and data services are perfect for these data-centric devices and we are banking on these premium devices to address the apparent headroom for growth provided by new-generation mobile Internet services and apps. In line with our thrust to promote Internet access for all Filipinos, we have expanded our Android smartphone lineup to cater beyond the high-end market. These low-cost devices and Smart’s affordable mobile Internet rates are expected to drive the popularity and practicality of Internet on-the-go,” Vea added.

Early this year, the telco announced the introduction of the Huawei Ideos, billed as the world’s first affordable Android Smartphone. The introduction of this ‘entry-level’ Android smartphone paved the way for similar affordable devices to be introduced in the market.

“We have been actively marketing our Android devices because we recognize its potential in tapping a wider market of mobile Internet users,” Smart wireless consumer division head Danilo Mojica said.

“Filipinos are very Internet-savvy but the PC penetration is still very low. We aim to provide Filipinos with more affordable Internet access channels through these affordable Android devices designed for mobile Internet use,” he added.

The Android OS, which now has a global market share of 32.5 percent, is predicted to dominate the smartphone market in the coming years. Its popularity can be partly attributed to its being free, enabling handset manufacturers to offer more affordable devices that are widely usable and highly customizable with thousands of apps.

Android is instrumental in the development of the company’s self-branded affordable device Smart Netphone, which the telco unveiled at this week’s GSMA Mobile World Congress in Barcelona, Spain. The Smart Netphone — described as a path-breaking smartphone designed for emerging markets - comes with a suite of relevant and useful apps.

“With the Netphone, we go beyond mobile Internet browsing. This will enable us to rapidly deploy new widgets, applications and services over the air, creating a new ecosystem for the local telecoms industry,” Mojica emphasized.