STP implementation by Android (OS)
What is an Android?
* Android in an open source , Linux based mobile operating system * The good thing android being open source is the speed of development and community contributions to the advancement of the operating system * Android market has more than 5,00,000 apps
The Android story
STP-a three step process
I. Segmentation: Segmentation involves finding out different segments of consumers with different needs exist. Keeping in view the need and characteristic of different age group mobile user, Android used age group as variable for segmenting the market. It created platform to develop Apps for different age groups. Different games like Angry Bird, Temple run, and networking Apps like Whatsapp, Viber etc. were made targeting different age groups. In October 2012, there were approximately 700,000 apps available for Android, and the estimated number of applications downloaded from Google Play, Android's primary app store, was 25 billion. Following data shows the age and operating system share for different OS of smart phone.
II. Targeting: This step involves targeting appropriate segments
Android checked how well are the existing mobile phone users are served by other manufacturer. Because it is more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. Android created its software in a way that it was supported by major touch screen mobile manufacturer like Samsung, HTC, Motorola etc. Above data shows how Android covers market of mobile phone manufacturer.
III. Positioning: This step follows positioning the product in the minds of the potential customers. Android was able to compete with other market player of mobile OS like Symbian and had a worldwide smartphone market share of 75% during the third quarter of 2012. Some feature of Android which they implement to achieve their target are * Android is an Open...
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