For a variety of reasons, however, the market has coalesced around iOS and Android and in technology, the strong often get stronger as brands are established and ecosystems gain critical mass.
But that doesn’t necessarily mean that the race is over. Apple’s iOS is, of course, only available on Apple devices, so mobile phone manufacturers looking for a modern OS that can help their devices compete with the likes of the iPhone lineup embraced Android.
Doing so was pragmatic at the time, but reliance on Google has been a source of tension, frustration and worry. Carriers also have a love-hate relationship with Android due to limitations around customization.
So a number of major players decided something must be done. In January 2012, they formed an alliance under an organization called the Tizen Association, with a singular goal: “facilitate open opportunity by providing a fresh platform that offers a high level of flexibility in service selection and deployment.”
A detailed by CNET’s Roger Cheng, the Tizen Association, which counts major companies like NEC, Panasonic, Orange, Sprint, Huawei, Vodafone and NTT DOCOMO as members, is essentially under the control of Samsung and Intel and could prove to be “Samsung’s secret weapon in the mobile wars.”
Should you be paying attention?
Needless to say, Tizen faces an uncertain future. Despite the clout of its backers, establishing a competitive number three in the mobile OS space won’t be easy. Just ask Microsoft, which has invested large sums into Windows Phone with relatively limited success.
But Tizen has one thing going for it: mobile phone manufacturers and carriers have a huge incentive to move away from Android. As NTT Docomo’s managing director of strategic marketing, Kiyohito Nagata, observed, “If we become a dumb pipe, our revenue will continue to shrink.”
In other words, building an OS on which mobile manufacturers and carriers can tap into revenue from the application layer of the mobile market — perhaps the most lucrative part of the market going forward — could be a life and death proposition for these companies.
That, for obvious reasons, gives them a great incentive to push Tizen, and even if they don’t get it right the first time, or it takes longer than they would have liked to gain some traction, everybody in the mobile space, from developers to marketers, should pay attention:
Android isn’t going away any time soon, but some of the most powerful players in mobile are committed to minimizing Android and if they have their way, an already complex and fragmented ecosystem could become even more complex and fragmented in the coming years.