India can be a tough market for Google's AndroidOne

Google's ambitious move to address the fragmented
Android ecosystem with its AnrdoidOne devices will help in
redefining the affordable smartphone segment, but the
Indian market will be a tough call for the US-based tech
giant, feels research firm IDC.
Last month, Google launched AndroidOne range of devices
in partnership with Indian handset makers Micromax,
Karbonn and Spice and mobile operators like Airtel and
Reliance. The smartphones are priced Rs 6,399 onwards.
"Despite significant marketing spend already in evidence on
AndroidOne, IDC believes India will be a tough crucible for
Google. Blocked out of China, Google has no choice but to
make a large downstream investment in the Next Billion
consumer segment in India," the research firm said.
India is the first country where the California-based firm's
Android One devices have been launched. Roll out across
other markets like Indonesia, Philippines, Pakistan,
Bangladesh, Nepal and Sri Lanka will follow in coming
months.
Success in this segment will greatly enhance their ability to
leverage Android to drive adoption by the Next Billion of the
Google consumer cloud, it added.
"IDC believes that AndroidOne is crucial for Google to
execute on its strategy to leverage the fast-growing
Android user base to drive engagement for its increasing
portfolio of essential Google services, including search,
Maps, Google Now and others," it said.
A consistent user experience, or at least a vastly improved
one, will greatly increase engagement and ultimately
revenues, IDC added.
The research firm said it expects AndroidOne will attract
significant sales and redefine the affordable smartphone
segment by reshaping the mid tier with a range of devices
that feature good enough device specifications for a
fraction of the price compared to flagship devices.
It added that AndroidOne will go further and effectively
create a bipolar pear shaped environment where the high
end will be dominated by the likes of Apple and Samsung
with their iPhone and Galaxy flagship devices and the low
end will increasingly converge around USD 100 Average
Selling Price (ASP) benchmark.