Of all the mobile operating systems available, Google's Android is by far the most popular in the world. It runs on devices from numerous phone, tablet and computer manufacturers, and can be customized by companies looking to differentiate themselves from the competition.
In fact, recent research suggests almost 70 percent of the entire world's smartphone shipments ran on Android last year.
So why is Google killing the Android name?
According to Fabrizio Capobianco, the founder and CEO of TOK.tv, Google is consciously attempting to push the Android brand out of the spotlight. At first, he said, it seemed like the company's partners, such as Samsung and Nexus, were trying to make Android a less visible part of their phones, but now it seems like Google itself is moving to kill off the brand.
For example, at last year's Mobile World Congress in Spain, Android was ubiquitous. This year, there isn't even going to be an Android booth at the MWC. Google has simply taken its massive presence at the expo, packed up its bags and bolted.
So what gives?
One explanation is that Android has already completed its domination of the market. Google has nothing left to prove, so there's no reason to highlight the brand extensively anymore. If over 70 percent of the world's phones run on its operating system, does it really need to keep plugging it all over the place?
That theory does make some sense, but it doesn't quite explain actions that Google has taken to scrub away the brand's name in other areas. Android Market was renamed Google Play. A recent report by the Wall Street Journal also states that the company has developed a series of touch-based laptops powered by the Chrome OS, which will place the computers in direct competition with other touch tablets running on Android.
Capobianco's theory is that Google is putting the Android name out to pasture and pivoting to rebrand its products simply as "Google" products. Consider that the company purchased the phone manufacturer Motorola and plans to open Google retail stores around the United States, and the path becomes clear. Why sell "Android" stuff in a "Google" store? Instead, the company is moving to make, sell and market new devices as Google.
In reality, the Android operating system itself isn't going anywhere. It's still going to power the same phones and tablets — simply under a new name.
