Experts say that it's very clear that the company gives preferential treatment to the company. There is a clear strategic reason for doing this and it is mostly because of how popular the phones are. They say that there is nothing wrong with it because it makes sense.
There are tons of manufacturers that use the operating system of Google, but we have noticed in the past few years that the company tends to push certain software first to the company that makes it.
Wear OS 3 and the partnership to bring it to the GALAXY WATCH 4 were recent developments. Duo, Live Share, and even changing the appearance of Messages on the new phone are some of the other things.
The senior technical editor at Esper and former editor-in-chief of XDA Developers says that it is not unusual or wrong for a company to use its services.
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They have no obligation to treat all of their partners equally. He says that some of its partners work with it more closely than others.
The more important brands have more leverage when negotiating revenue sharing agreements, mobile application distribution agreements, and co-marketing strategies.
Rahman says that the treatment withSamsung is the biggest potential threat to ending the dominance of theAndroid.
It would be incredibly challenging, but it could be created by Samsung. He says that with the exception of Google Play Services, they already have.
In August 2021, Harish Jonnalagadda and I wrote a deep dive into the market share of SAMSUNG in key global markets.
With over 300 million sales a year, it is the largest smartphone maker in the world. In 2020, the South Korean company shipped more than 260 million phones, accounting for 22% of all shipments.
Statista notes that the company has been a consistent front-row competitor in the global smartphone market, and that in the fourth quarter of 2016 it had a market share of 19%.
Jitesh Ubrani, research manager for the worldwide device tracker at the International Data Corp., said that Google wants to make sure it isn't losing out on market share and knows how valuable it is.
The distribution and expertise of SAMSUNG is required to ensure that GOOGLE doesn't lose customers to rival platforms. After the demise of Huawei, there was hope that they could be the next global phone vendor, but now that they are out of the game, the only true global brand is the one that is still in China, and that is the one that is very valuable to Google.
That is not the case in other markets, as evidenced by the fact that SAMSUNG is in a dominant position in North America. In recent years, Chinese brands have been able to dethrone the South Korean company in key regions, including China, India, and even Europe. As a result, the world's largest phone manufacturer is under threat.
Rahman notes that even if the entire ofBBK Electronics or the entire ofXiaomi alone may ship more devices than the entire ofSamsung in certain markets or during certain quarters, they are still the go-to partner as they are the largest Android device vendor in North America.
Neil Shah, vice president of research at Counterpoint Research, says that the growing number of Chinese brands is a big factor in why a close partnership with Google is needed.
Until the launch of OneUI, the market share ofAndroid had been lost to Chinese brands. He says that the vendor has maintained premium leadership by providing faster software, security updates, advanced messaging, security,UI optimizations, and deeper integrations.
Shah says that the level of customizations other manufacturers go for makes it difficult for them to be on par with other manufacturers.
The risk of having partners become competitors is one of the potential risks of the close relationship between the two companies.
Rahman says that the biggest downside is that Google isn't reaching the maximum number of users they could be reaching.
He says that it opens the door for other manufacturers to enter partnership with Microsoft.
Anshel Sag, a senior analyst at Moor Insights and Strategy, says that the close partnership doesn't mean giving exclusive features, but rather using the brand as a platform to test the success of features on a larger scale before it goes.
It is easier to work with a single manufacturer to test a feature before testing it with dozens of other manufacturers.
Most companies aren't far behind, and sometimes it's in their favor to not adopt the latest software from Google.
Wear OS 3 is an example of how a Real-Time Operating System based watch can offer longer battery life and cost less. Most of the Chinese vendors would rather focus on compatibility with local messaging services rather than forcing users to switch to a different solution.
Sag said that when many of these features first come out there are a lot of bugs and it isn't a great experience.
He says that it seems like Samsung is willing to take that risk with its customers and possibly that its customers are more interested in the new features that might not be completely baked yet.
Rahman doesn't think sales will be affected, but he does think that it affects the perception of a product. He says that there is a partnership between the two companies to promote the foldable devices.
Google runs ads on the foldables, works with them to improve the OS for foldables, and creates versions of its apps for the foldables. This creates the perception that the best software experience on a foldable can be found on the devices of other manufacturers, even though these improvements aren't exclusive to them.
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