Droidcon Day 2: Does Android have a dude problem?

Day 2 at Droidcon was a more traditional conference, with presentations and guest speakers.

She's in the 5%

Does Android have a dude problem?
Lady Geek's Belinda Parmar made a compelling case that Android is failing to get its message across to women. Quoting a report from UGov, Parmar pointed out that 57% of women admit to wanting an iPhone as their next mobile, but only 5% want an Android phone. Why can't the green robot communicate with women?

Google doesn't tell a consistent story like Apple.
Steve Jobs didn't found Pixar for nothing, he is a beautiful and compelling storyteller.  Apple created the app and tablet revolution by telling consumers stories about how these products will benefit their lives. Watch any Apple commercial and you can't fail to get the message, apps are fun and magical. Steve Job's introduction of the iPad is text book storytelling, he explains the "extraordinary" things the device does and why it is better than the devices it replaces.

Compare Apple's approach to the way Google market Android. Oh wait, they don't market Android at all.

Phone manufacturers can't be trusted to do advertising
Instead Google leave it to mobile phone manufacturers to promote Android, which results in adverts like this.



Now the Droid may have been a massive success for Motorola and the ad campaign must have worked, but it doesn't explain the benefits of Android and it alienates women. I've noticed that female responses to Android tend to be that it is geeky, that the phones are masculine or that they don't know what it is at all. Google really should start promoting the Android brand, as the phone manufacturers aren't going to do it for them.

Android is geeky
The girls are right you know, Android is very geeky. As an Android fanboy, I realise that we're too obsessed with phone specs and hardware. But that little robot is very cool as well. Look at some of the ways that Android's community use and re-brand him. He could do a great job explaining what Android is all about and we should help him. It is about openness, apps and phones that make us truly connected to the internet and help solve our problems.

Women want apps to solve problems
Belinda Parmar explained that although women love the iPhone, the majority who buy one don't actually then buy any apps. Those who do, buy apps that help them solve problems and are useful, as opposed to entertainment apps like games and books.

Android Market doesn't make it easy for non-geeks to buy apps
I know that I drone on about this a lot, but Android Market isn't exactly making it easy for people to buy apps. Until Google sorts out a one-click purchasing solution for the Market, women (and men who aren't geeky enough to figure out how to set up an account on Google Checkout) will continue not to purchase from it.

Google and phone manufacturers should work out how to reach women, because they're missing out on £0.6bn in revenue
Is that not reason enough to start marketing the platform properly to women?