Gaming: the new smartphone differentiator

Traditionally, phones have been differentiated by hardware features with software, primarily the user interface, coming into the mix more recently. When phones were limited to voice calls and texting, there was only so much manufacturers could do to stand out. 

In 2008, Apple introduced the App Store which spurred a new industry. They differentiated themselves and many jumped on board. The mobile race has had many interesting turns with the next one just ahead.

When PC makers were competing to capture the desktop market in the 80s and 90s, Apple stayed in the game by going after the education market. As a result, Macs were commonly used in primary education, universities and in research. Not unlike the tobacco industry’s “get ‘em while they’re young” philosophy, they attempt to win over customers as soon as possible. This still applies to today’s mobile devices.

While the desktop market battle seems to have cooled off, the mobile market has certainly heated up. Apple and Android are leading while Microsoft looks to be turning things around with a new OS that has an important tie in to the XBOX platform. If it weren’t for this critical piece, their chances of recovery in the market might be considerably less.

Thus far, games on Android have been somewhat scarce by comparison to the iPhone. There are some good Android games, but they are not plentiful nor is there a platform for online challenges. As announced recently, Google has hired a developer advocate for games and it will be interesting to what form the Android game platform takes.

With Google, Microsoft and Apple all announcing their intent to develop robust gaming platforms, it shows the seriousness of this race. While Apple and Microsoft have strategies in place, Google's plan for Android is still not clear. A partnership with Nintendo or Sony to incorporate the Wii or PlayStation platform might very well help catapult the platform. In any case, they will need to take a big step if they hope to capture any significant piece of the mobile gaming market.