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You're Underestimating Android's Business Opportunity

Steve Heller
February 1, 2013

The current state of the smartphone industry pegs Google (NASDAQ: GOOG) Android as a majority leader in terms of market share, but it earns a minority of the profits. According to IDC, Android finished 2012 with an estimated 68.3% market share, thanks largely in part to the abundance of sub-$250 Android smartphones in emerging-market economies. This large market share has not translated into the usage share that Apple enjoys. Velti, which operates its ad impression network in 68 countries, found that 67% of impressions went to Apple's iOS and only 37% went to Android. However, Google has a few tricks up its sleeve that should make smartphone gods take notice.