ios与Android操作系统的创新策略评估(英语论文

1、A report about the innovation strategy of Google and Apple for the mobile devices operating system1. Executive summary Since the iPhone debut in early 2007, once the smartphone directly with the mobile Internet era, while smartphone penetration straight up, on the other hand the market there are now

2、 two strong rivalries: iPhone and Android phones. In this report, the author will consider and critique the innovation strategy of Google and Apple for the mobile devices operating system. The author will focus on assessment of Innovation space, the aspect of innovation and organisation innovation c

3、apability for Apple and Google. Finally, the author will summarise their characteristics and strengths and weakness and make recommendations for future innovation activity. 2. Table of contents1. Executive summary. .32.Table of contents.43.Introduction.5 3.1 Background.5 3.2 Main innovative end resu

4、lts.5 3.3 Current situation.64.Analysis.94.1 Innovation map of Android and iOS.9 4.2 Aspect of innovation of Android and iOS.11 4.3 Innovation capability of Android and iOS.145. Conclusion.166. Recommendations.177.References.183. Introduction3.1 Background The competitive operating system has entere

5、d from the original PC era into the mobile operating system era, a mobile operating system after another, from the earliest Nokias Symbian system and Microsofts Windows Mobile 6.5 system to MeeGo operating system and Blackberry operating systems, intermediate transition era, to the now, the mobile o

6、perating system wars are only two major fighters： Apples iOS operating system and Googles Android operating system (Akhtar, 2015). Android mobile operating system is a Linux-based open source operating system, primarily for use in portable devices. Android operating system was originally founded by

7、Andy Rubin, initially mainly supported mobile phones. (Wu, 2012). iOS is developed by Apples handheld operating system. iOS and Apples Mac OS X operating system, are based in Darwin, and therefore belong to the category of commercial Unix operating system.(Wu, 2012).3.2 Main innovative end results S

8、ince Steve Jobs return to Apple in 1996, Apple not only to invent new products, existing products will be perfection, development of new markets, in order to achieve rapid growth (Sina ,2013). Apple did not develop the first generation of music players, did not create the first smart phone or tablet

9、, but Apple had a magic to make these products, so that users are willing to buy up all night. iOS fully integrated hardware and software, the source of one, Apple entire system have absolute control, which guarantees the products performance and use the experience to the maximum extent. And Android

10、 as open source (open source style called or later) systems, more often as a nucleus, is added after manufacturers introduced different UI and expansion, of course, achieve product diversification. (Giusto ,2012). Googles success stems from its most open, free culture of innovation, employees have 2

11、0 percent time to do what he wanted to do. Whether iOS or Android, Apple and Google all hope gripping by the end user, and then complete and enrich their ecological chain(Giusto ,2012).3.3 Current situationSmartphone OS sales market share: Three main market (China, USA, UK) Chinas market Source: (Ka

12、ntar, 2015)USAs marketSource: (Kantar, 2015)UKs marketSource: (Kantar, 2015)4. Analysis4.1 Innovation map of Android and iOS In this part, the author will use 4Ps approach (outputs/outcomes) to explore the innovation space of Android and iOS. Androids innovation space Product innovation: Androids ap

13、plications are very rich, software is provided by third-party developers to enrich the Android platform resources, support JAVA technology provides a convenient platform for Android application development. The free application resources provided by third-party developers for the Android system to w

14、in the market competitive advantage(Wu, 2012). Process innovation: Google advertising services come on the mobile platform with a product, by virtue of kidnapping user terminal open to users, developers, reduce subscriber threshold, to obtain a large number of users in the short term. Position innov

15、ation: Google needs a mobile operating system to promote advertising, hardware manufacturers need to sell a mobile operating system hardware (TNL, 2013). So all the hardware manufacturers have consciously added to the Android camp, worked for the Android ecosystem to contribute voluntarily to promot

16、e Android. Paradigm innovation: Googles Android profitable way is advertising + service. Open and low cost led to a large number of Android phones to enter the market, thus further reducing the relative cost of Android, Android system accelerates the speed of evolution(Leswing, 2015).iOSs innovation

17、 space Product innovation: The application to obtain, although only one iOS App Store, but only one for users, in fact, better. Applications do not need to find their own sources, only one App Store which can be found all applied. User interface of unity. iOS XCode and official development kit Cocoa

18、, from the initial stages of application development, gave most of the applications to set up a unified user interface, which makes a lot of applications, operating mode can be common iOS above, plus the audit after correction, iOS application operation is basically the same (Sharma, 2014). Process

19、innovation: Apple company into profit through the application from the App Store sales. 30% of Apple and third-party partners to get all the developers release applications sales, developers get the remaining 70%(Wu, 2012). Position innovation: It attaches great importance to the construction of App

20、le iOS platform to build the ecosystem, such as the integration of external content of iTunes and the App Store. About the iTunes app store using these strategies, in order to keep the average of the application of high quality (Shaughnessy, 2013). Paradigm innovation: Apples profitable way is hardw

21、are + software + service. Apples products are high-end line, the higher price of these products, but the value is so high. Tim Cook said: The market there is part of the business, they need products that can bring more value for myself, I hope to win this part of the business performance for other u

22、sers in the market, I would not for insomnia. Because this is not our market. Fortunately, the two parts of the market are great, there are a large number of users want their phones or tablet can provide a great user experience, this is Apple really need to do something. (Sharma, 2014).4.2 Aspect of

23、 innovation of Android and iOS About this part, the author will use Ahmed and Shepherds book define 6 aspects of innovation for Android and iOS . In their book “Innovation management: context, strategies, systems and processes”, they think aspects of innovation can be divided into Creation (inventio

24、n), Diffusion and learning, Event, Change (incremental or radical), Process (firm-level), Context (region, nature, etc.) level process. (Ahmed and Shepherd ,2010).The definition of 6 aspects of innovation are:Creation: Use of resources (people, time and money) invention or develop a new product, ser

25、vice, new ways of doing things, new ways of thinkingDiffusion and learning: In the acquisition, support or use the product, service or idea.Event: Discrete event, such as the development of a single product, service, idea or decision.Change: By the changes. Some innovation are, while other slightly

26、adjust the radical or the nature of the discontinuous innovation.Process: Innovation is not a single act, but a series of activities lead to the results of the production of a company. Context level process：Beyond the scope of the individual or company. Pay attention to institutional framework, soci

27、al and political network, and as important factors in the proximal innovation behavior of factor endowments. (Ahmed and Shepherd ,2010).6 aspects of innovation for AndroidCreation: The Android system source code has a good opening, which is able to attract more developers to join its camp bell too.

28、Develops the source code, and fully meet the individual needs of users, in line with personal habits. Diffusion and learning: With Androids open-source characteristics, major mobile phone manufacturers have added to their line-up, they launched their own Android phones.Event: Android developers have

29、 their own innovations in many places, but it also makes the Android system is no longer burdened with the imitators of infamy. For example, July 25, 2013 launch of the Android 4.3 version limited account features: Depending on the restricted account situation (children, visitors and retail stores,

30、etc.), the device owner can be further entitled to designate which applications use all identity and settings, and more can easily disable or hide them (Williams, 2014).Change: Android as an open source (or later called open style) systems, more often as a nucleus, is added after manufacturers intro

31、duced different UI and expansion in the Android platform more emphasis on functionality rather than experience. (Williams, 2014).Process: Google internal employees and cooperative enterprises involved in system development, the use of knowledge and experience of the cooperative enterprise, the use o

32、f external good ideas to develop the operating system (Google, 2015).Context level process：Android will be distributed to different systems of mobile device manufacturers, profit by charging licensing fees. Low-cost and open let Android easily come into many national markets. 6 aspects of innovation

33、 for iOSCreation: Advantages of iOS system are also very clear: smooth operation experience, rich applications, beautifully system interface and high security are currently the other phone systems are difficult to match.Diffusion and learning: iOS took early in the design of the user interface rende

34、ring system kernel into the second only the highest priority, so the user interface of iOS fluency relatively speaking, it is always leading for Android.Event: Currently iOS system has been introduced 9.0. iOS 9 is a complete redesign of the system, from the bottom of the system began a comprehensiv

35、e upgrade. But core design philosophy iOS system still original preserved, that is: simple, smooth and beautiful (Leswing, 2015).Change: Special mention is the APP Store. This is Steve Jobs of Apple products a great innovation. He will integrate applications together, to protect the interests of app

36、lication developers so that application developers get real benefits. But also Apple facilitated the search for application users of the system and does not require as when previously used systems such as Symbian everywhere to search program software.Process: Use the companys own funds and a limited

37、 supply of R & D efforts on system development, R & D results will be directly used for business New iPhone.Context level process：Adhere to the high-end and innovative route to make iPhone become fashionable and distinguished delegates. IPhone won a lot of rich user. Leading the fashion trend. 4.3 I

38、nnovation capability of Android and iOS Google and Apple are strong innovation capability of the company, but what are their innovative archetype typologies that? According to Tidd and Bessant s idea, they thought 4 types for innovation capability of the company.Source: Tidd and Bessant, (2013) Type

39、 A enterprises can be characterised as unconscious or dont know about the necessity of innovation. They lack the awareness of the need for change. Type B enterprises realize the challenge of change, but dont know how to process the most effective way. Because of its internal resources are limited -

40、they tend to lack the key skills and experience. Their external network is usually not developed. They are difficult to deal with the external threat. Type C enterprises have a developmental need to change consciousness, the very ability to implement new projects, and take the strategic policy, in t

41、he process of continuous innovation. However, they lack the radical innovation ability - through the new technology to redefine the market, or create new market opportunities(Tidd and Bessant, 2013). Thus, the above three types are clearly incompatible with Apple and Googles innovation. The last typ

42、e is consistent with the type of innovation of Apple and Google. Type D enterprises work on the international cutting-edge knowledge and work need to be creative and active way. They used the high technology and market knowledge, and through broad and diverse networks to gain competitive advantage.

43、They are trusting and innovation of modern strategic framework, and they have powerful internal resources, coupled with the absorbing ability, can achieve diversification to other industries, including their skills and ability to bring new advantages(Tidd and Bessant, 2013). So this most suitable ty

44、pe for the innovation of Apple and Google. Source: (Tech Pro Research, 2015). Apple and Google are two giant multinational companies, they have a very positive innovation and creative thinking. In their most professional fields，they belong to the top leaders. In addition to mobile phone operating sy

45、stem, Apple and Google also entered a number of other high-tech fields. Meanwhile, before does not appear an absolute supremacy in the mobile technology sector, they have enough strength, technique and passion to promote positive developments in the field of innovation. 5.Conclusion Android and iOS

46、interface development has been the trend with convergence, both sides are making each other, it has been difficult to say who is more competitive than anyone else. The developmental characteristics of the Android system are more able to attract developers to its development. And the attendant phone

47、viruses and malicious smoking cost the software at the expense of the Android mobile phone users. However, the advantage of making the relatively cheap Androids market share is much higher than iOS. The number of the users system is a key factor in the fate of the final decision, as the Windows syst

48、em to defeat the MAC system. As a closed innovation model determines the limited nature of iOS spread and influence. Although iOS is very good, but the open innovation model has brought a lot of users for Android. The actual economic benefits as the sole criterion evaluation to the operating system

49、market.6.Recommendations Despite the introduction of the system as early as iOS Android system, and get a good market response, but the closed innovation model has become a bottleneck in the field of operating systems. In operating systems, the number of users of each system basis will ultimately de

50、cide the fate of the system, and open innovation model has brought a more huge Android system users. The author can predict the future pattern of mobile device operating systems will be the same as the PC era. Now, if Apple does not change its closed innovation model, iOS is likely to repeat the mis

51、takes of Mac systems, so Android system will successfully occupy the vast majority of market share.7.ReferencesAkhtar, S. (2015) 19 REASONS WHY ANDROID IS BETTER THAN IPHONE/IOS., GIZMOIDS, 9th September 2015. Available at: 10th October 2015. Ahmed P.K., Shepherd C. (2010). Innovation Management: Co

52、ntext, Strategies, Systems And Processes / Harlow: Financial Times Prentice Hall. Francis, D. and J. Bessant (2006) Targetting innovation and implications for capability development. Technovation, 25: 171183.Google, (2015) Android has helped create more choice and innovation on mobile than ever before., Google Blog, 15th April 2015. Available at: https:/googleblog.blogspot.co.uk/2015/04/android-has-helped-create-more-choice.htmlaccessed: 10th October 2015.Giusto ,R.(2012)THE DIFFERENCE BETWEEN INNOVATION AND INVENTION, THE 3RD AGE