Imagine this scenario: Samsung, the one of the world’s largest smartphone manufacturers, what if they decided to create their own operating system and ditch Android altogether? Would it be a good move for them to have full control of both hardware and software, just like Apple does with its products? What would it be called?
Android dominant’s the global mobile operating market with Apple’s iOS, coming second. Samsung is also one of the leading smartphone manufacturers globally, coming second only to Apple, in a very close battle for the top spot. However, in some regions, such as Europe, Apple’s lead is a bit bigger while in North America, Apple has a considerable higher market share than Samsung, but that could be put down to the fact the while in other global areas, such as Europe, there are other mobile manufacturers competing for market share, while in North America, that other competition market share has been swallowed up mainly by Apple.
Samsung uses Android as the base operating system for its smartphones, but it also adds its own customisations and features on top of the base Android with their own One UI, which features things like, Samsung Pay, Bixby, and Knox.
While Samsung also develops some of its own apps, such as Samsung Internet, Samsung Music, and Samsung Health, it still relies on Google for those core apps and services, such as Google Play Store, Google Maps, Google Assistant, and Gmail, which are all part of the Google Mobile Services, which are a set of proprietary software that Google licenses to the Android device manufacturers, like Samsung.
So, what would be the advantages of Samsung creating its own operating system and ditching Android in their mobile phones?
What would be the benefits of SamsungOS?
Samsung would have more control over the design and functionality of its operating system, without having to follow Google’s guidelines or restrictions, allowing them to create a more distinctive and consistent user experience across its devices, imagine a SOS, across, mobiles, tablets, computers, fridges, everything that Samsung make, One OS.
Manufacturing phones and developing software that compliment each other, the software utilises the power of the hardware.
Whether you like or hate Apple, this is exactly what they do.
Samsung would have more flexibility and innovation in developing new features and services that cater to its consumers needs and preferences. Imagine if Samsung could integrate its own artificial intelligence, cloud computing, and Internet solutions into its operating system, would you be up for it, if it made something like Bixby better?
Samsung would have more independence and security in managing its own software updates and patches, reducing the fragmentation and vulnerability issues that often plague Android devices.
Samsung would have more revenue opportunities by focusing more on the Galaxy store, creating more of its own app and digital content platforms. More money for Samsung that they can keep instead of having to share with Google.
Doing this would mean having more loyalty and retention from its customers by creating an even more exclusive and integrated ecosystem of devices and services.
Currently they have developed a good ecosystem that is getting better all the time, but it’s still not fully their own. Android on mobiles and tablets, windows on their PCs. The GalaxyOS, could initially increase the costs for customers who want to move from another platform, but once they are in, you’ve got them.
You could say that it works for Apple. First you buy an iPhone, then an iPad, then an Apple Watch, before you know it, you’ve got an AirTag, Macbook, Mac Mini, all because it’s Apple.
What would be the disadvantages of SamsungOS?
Creating its own operating system and ditching Android would also come with some significant challenges and risks for Samsung.
Samsung would have to invest a lot of time and money into developing and maintaining their own operating system, diverting those important resources from other areas of its business, such as hardware innovation or marketing, but Samsung is a big diverse company, surely they could accommodate that?
We’d have to sit through their annual developers conference, but that’s a small price to pay, isn’t it? (Unless you don’t mind watching those).
They would have to convince developers and users to adopt their new operating system. Which could be difficult given the popularity and familiarity of the existing operating systems like Android and iOS.
Samsung would have to offer compelling incentives and support for developers to create apps for its platform. For consumers, they would have to offer attractive features and services for users to switch from their existing platforms.
Would you switch? Would you want to switch? Would you want to immerse yourself into the world of OneOS, the way Samsung want you to enjoy your mobile experience, the right way.
They would also have to compete with Google on multiple fronts. Google would most likely, retaliate by limiting or blocking access to their mobile services functions or other Google products for Samsung devices, and Google could also leverage its dominance in search, advertising, cloud computing, and other areas, just to undermine Samsung’s efforts.
Finally, Samsung would have to deal with potential legal and regulatory issues. Depending on how Samsung would implement its own operating system, it could face patent infringement lawsuits from other companies or antitrust investigations from authorities.
Just like Apple, the authorities get suspicious when you lock things down.
So, what do you think? Would it be a good idea for Samsung to create its own operating system and ditch Android? Or would it be better for Samsung to stick with Android and focus on improving its hardware and software differentiation?
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