September data about the Android landscape has been released and the news is positive. One of the concerns facing the industry is fragmentation, where there are numerous different versions of an operating system on the market. Apple is barely affected by fragmentation because it retains such tight control over its handsets. Google’s Android, however, is severely afflicted. There are numerous releases of the OS and each handset maker is allowed to make tweaks to the OS. Handset makers are also slow rolling out updates.
At the end of September 45.3% of Android handsets are operating on version 2.2, also known as Frozen Yogurt (Froyo for short). This is the largest segment represented. The second largest fragment is 3.2.2 – 3.2.7 also known as Gingerbread. As phones are upgraded the Android landscape will become less fragmented and the September numbers show that it is happening, even if at a slower than desired pace.
This is important for the mobile landscape because fragmentation slows down developments. An older OS may be unable to handle newer apps or functions on phones. This inability can chill developments and it can also frustrate user interactions with mobile services. The digital agency needs to encourage developments of more user-friendly apps as well as advertising-friendly apps. A frustrated user is also bad news for a digital agency because he is then less likely to make the transition to a mobile-powered world.
