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According to new studies, the performance of leading Android smartphone manufacturers in terms of Android update vary widely.
Counterpoint analyzed the numbers and found that among all brands of Android phones, Nokia (manufactured by HMD Global) was the fastest and best to deploy new versions of Android to its users after they were released by Google. Samsung Xiaomi and Huawei are also doing decent work to serve their customers about it, but after them, the fall is important.
"Operating system and security updates are an aspect of Android smartphones that hold relatively little attention," said Peter Richardson of Counterpoint. "In our research on the sector, some brands have focused on this topic. And perhaps because manufacturers do not talk about it, consumer awareness is also low. It's not one of the top ten things consumers say they care about most in our study.
"So it's no surprise that major manufacturers are doing little to focus on regular operating system updates and device security, although this is an important part of essential security of the smartphone. Most key features, including battery life, processor, camera and memory, are related to the performance of the underlying operating system. We believe that this is important for the overall consumer experience and that it is likely to become more widely recognized as such. "
That's a good point. What is the interest for Android smartphone manufacturers, who are already operating on very thin margins and are seeing Google and other OTTs accumulate the bulk of sub-sequence services revenue, to invest in something that has little apparent effect on sales? The main business response should be the reputation of the brand and things like NPS. It is assumed that quick updates generate permanent brand benefits and at least increase customer loyalty to a certain extent.
"High-priced devices are often updated first, but having the latest software is as important for mid-price and low-cost products as it is for flagship devices," said Counterpoint's Abhilash Kumar. "So we looked at the manufacturers' performance in updating software at all price levels. Through this analysis, Nokia once again stands out as the brand most likely to quickly update its entire portfolio.
Xiaomi and Lenovo also rank high in this regard. Brands like Alcatel and Tecno are laggards. Indeed, these brands have large portfolios, mainly in the under $ 200 segment, and the life cycle of their models tends to be short. Their products often go from launch to end of life in just six months, making them less likely to provide long-term updates.
It seems likely that most brands are updating their flagship devices quite quickly, but many are dragging their feet when it comes to the cheaper ones. In addition to the reasons detailed above, the more economical the device, the more commonly it is modified, which makes the acquisition of features other than the basic hardware functionalities. Samsung's performance is particularly impressive, as its device portfolio is very wide and covers all price levels.
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