Google Takes On Microsoft with Novel Branding of the Android

Though Google has a commanding market share in the Android space, it is not taking things lightly any longer owing to the cut-throat nature of the competition in the smartphone market. It is ensuring that users are kept aware of its contribution with regard to the tweaking it does of the application designs. Through changes such as making splash screens part of the Android landscape, it is sending out clear signals that it will compete against the likes of Microsoft in providing cloud services.

Google brings back splash screens

Readers will know that Android versions in the past did not encourage the practice of splash screens as Google did not want to cause any lag for opening up applications on the device. But it is bringing them back now again to counter a resurgent Microsoft and stamp its branding in this space. If you open up an app now to check an update, you will be confronted with a white screen and the Google logo. This is happening for automatic update as well through Play Store and it is nothing but Google wanting to keep reminding its users about its presence.

Utility of splash screens

Google will argue that splash screens can be pretty useful to nudge users about relevant details related to the application they seek to download or update. By displaying a larger icon along with the emblazoning of Google on the screen, the company seeks to reinforce brand recall among users. This move is still quite puzzling as Google is already exerting significant control on how an Android handset should look or feels, when a sign up for the certification of Google Play happens. The Google search box location, where to find applications, widgets , booting of the handsets are other occasions when branding for Android becomes pretty obvious and visible. It appears that Google is just making good the opportunities of reminding the user about it and prefers to do it through the app route instead of doing it through the system making use of software.

Launch screen branding has been successful

The concept is not a new one. It is always good to make the user see the brand he is using when about to launch an app or wait for the update. The loading time is more than sufficient to display the logo and generally text usage is avoided as the user attention is not going to be drawn towards it. Maybe just a tag line might do. Branded launch screens are a good way to portray a brand while the app is loading. Take advantage of the loading time to display your logo or other elements that improve brand recognition. Avoid using text on this screen except your logo and, if applicable, a tagline.

It is not about market presence

This initiative by Google is not related to protection of market share. It is much beyond that in the sense, it wants to be the first brand of recall for the user as far as cloud services are concerned. It does not want to yield any space to Microsoft as it knows companies like Drop Box with their bundled offerings for data and media backup can pose a threat going ahead.