One of the bigger announcements we got from Google during its I/O keynote address was word of the forthcoming Android One initiative. The project gives assistance to OEMs interested in releasing low cost, good quality handsets running a very Nexus-like stock Android build. We heard about a few manufacturers who would be participating, were teased with promises of sub-$100 price tags, and were told that we’d see things get underway sometime this fall. This week, a new report out of India attempts offer a little more detail about those plans, including a more precise release window and insight into Google’s advertising strategy.
According to these sources, we can narrow-down that fall window to October, where the release of the first Android One hardware in India will arrive in advance of the Diwali festival, which occurs in the latter part of the month.
We also get reports that Google plans to spend something like $17 million on advertising for this Android One retail launch, not an insignificant sum when you consider that Google’s not even the one selling any hardware here. Instead, it benefits from turning more feature phone users into Android users, a feat it hopes to accomplish with the help of the very low price points at which this Android One hardware will sell.
Following India, Android One should be coming to other newly industrialized countries, including Indonesia.