The document discusses Android and iPhone mobile operating systems. It provides a look back at Microsoft's open system strategy compared to Apple's closed system. Google is pursuing an open mobile first strategy similar to Microsoft to gain control of mobile search and build new advertising pillars. Android has barriers around privacy issues, data collection, and platform fragmentation. However, it also has potential for flexible enterprise applications and no restrictions on app distribution. The mobile market is becoming increasingly complex with no single monopoly, and trustworthiness will be a key challenge going forward.

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Android and iPhone
A known antagonism?
droidcon 2010 | May 27th 2010
Prof. Dr. Kai Rannenberg
T-Mobile Chair of
Mobile Business & Multilateral Security
Goethe University Frankfurt
www.m-chair.net
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2. [www.heise.de/mobil]
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3. [leilamakki.posterous.com]
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4. [flexeando.com]
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Agenda
Look back
Open strategies for the mobile market
Android‘s barriers and potentials
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Look back
 Microsoft had an
operating system open
for any hardware and
software.
 Apple focused with its
Macintosh on a closed
environment.
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Revenue over time for
Microsoft, Apple, and Google
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Microsoft‘s “Open system”
 One of Bill Gates‘ key visions was to
get a workstation of their software
onto every desk and into every home.
 Therefore Windows had to be…
 … an open system compatible with almost any
hardware.
 ... open for most different usage scenarios and
3rd Party-Applications: Software developers had
to follow some rules, but they were not a
restricted to a licensing process or a centralized
application store.
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WILL THIS OPEN SYSTEM
STRATEGY BE SUCCESSFUL IN
THE MOBILE MARKET AGAIN?
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New Apple‘s economic cycle
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Google‘s economic cycle
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Mobile strategy of
Apple and Google
 Mobile platform for  „Mobile First“
selling content, services – Eric Schmidt, CEO Google
(Apps) and hardware  Having control over
 Offering channels against which Search Engine is
the everything is free used on mobile devices
culture of the internet  Making the mobile web
 Currently entering attractive to build new
advertising market with advertising pillars
iAd for iPhone OS 4
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[http://geekandpoke.typepad.com]

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Examples: Rejected/Censored by
Apple
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[www.tomrichmond.com/blog] [lambdajive.wordpress.com]
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External influences on
Android‘s success
iPhone: Android
• Closed System
• AppStore censored by Apple
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Google:
• Collecting too much data
• Intransparency
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[heise.de]
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Is Google`s negative image on privacy
issues a potential threat for Android?
Wenn Google doch noch scheitert, dann nicht an
seinem Geschäftsmodell, sondern an den Folgen
seiner Hybris.
Klaus von den Hoff, Director Arthur D. Little
[www.manager-magazin.de]
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[www.ftd.de] [www.tagesschau.de]
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Privacy Settings on
Android and iPhone
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AndroidManifest.xml
<uses-permission android:name="INTERNET" />
<uses-permission android:name="READ_PHONE_STATE" />
<uses-permission android:name="WAKE_LOCK" />
<uses-permission android:name="READ_OWNER_DATA" />
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Browser Fingerprinting
 More and more services are used over
the Internet.
 Browser as collection point for user data
Browser Fingerprinting can identify you with the help of
information a browser shares:
 Browser type
 Version
 Installed plugins
 System fonts and
 whether it accepts cookies.
By combining all that data, a browser fingerprint can be created
that uniquely identifies and recognises you.
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Check your browser for uniqueness: http://panopticlick.eff.org/ 20

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Android‘s potential & limits
Enterprise
• Dynamic and flexible system for Enterprise Applications
• Integration and maturity not (yet) optimal
Developers
• Open Source development tools
• No policy restrictions on getting software on the devices
• Manufacturers are not always using the latest OS version and
need a long time for updates.
• Problems rise with the fragmentation of the device market.
Marketing
• No policy restrictions on getting software on the devices
• There are more than one Android App Market available
• Applications have to be provided to all relevant
platforms (more than Android and iPhone).
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HOW DOES THE MOBILE
MARKET LOOK ANYWAY?
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Worldwide smartphone market by OS vendor
% share of the full market
others
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[www.canalys.com, FTD 20.05.2010] 23

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Conclusions
 Like Microsoft for desktop computers Android as a rather non-
restrictive platform will become a major player on the mobile
market.
 Android can profit from Apple‘s restrictive strategy but
can also be affected by Google’s bad image.
 There will not be a monopoly or duopoly on
the mobile OS market.
 With the rising complexity of mobiles the challenge
will be recognizable trustworthiness.
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Prof. Dr. Kai Rannenberg Dr. oidcon Dipl.-Wirt.-Inf. Dr. oidcon Dipl.-Kfm. 26
Markus Tschersich Marvin Hegen