Google’s Android in 2013 An Increasingly Dynamic Landscape

Google’s Android in 2013 An Increasingly Dynamic Landscape

By
Robert A. Burgelman, Robert Eric Siegel, Ibrahim Elbouchikhi, Jonathan Karmel, Alan Chiu
2013|Case No.SM176B| Length 18 pgs.

An update of Google’s Android operating system since 2009. The case discusses the incredible success and market growth of Android and its impact on the global mobile market. Google adeptly added features and functions to make the OS competitive with Apple, as well as fleshing out its relationships with OEMs. Additionally, the company successfully brought partners and content into the Android ecosystem to make a richer experience for customers.

Learning Objective
An analysis of how a company manages astronomical growth in a rapidly changing market, while balancing multiple objectives – OS and handset growth, revenues via the company’s core advertising business, and making decisions that are good for the firm as well as its OEM partners.
This material is available for download by current Stanford GSB students, faculty, and staff, as well as Stanford GSB alumni. For inquiries, contact the Case Writing Office.