In Q3 of 2013, 80% of smartphones shipped were built on Android. This leaves a meager one out of five for Apple.

 

Unfortunately for Android, most of these devices were considered “junk phones”. Devices that are larger in size cost more to manufacture because of their uneconomical components. Apple continues to have a stranglehold on profit numbers and their biggest competitor does not even seem to be Google at this point.

 

With iOS 7’s OS release back in September of 2013 and Android’s KitKat OS closely following in October, Android still assumes the position of second best.

 

With the rumored release of Android 4.5 “Lollipop”, Google’s Android OS needs to make a stand and focus on what is important: what the user wants and needs.

User Interface

Simplicity and ease of use is an obvious choice when it comes to any user experience.

 

Taking a page out of the iOS 7 design, Android 4.5 looks to make things simple yet elegant. A flat design with a minimalistic approach seems to be the trend these days. The finished design needs to erase the clunky widgets of old and bring in a clean, simple look that users desperately crave.

Multitasking Windows

Some of the new Samsung devices have rolled out with the ability to run multiple apps at the same time with both views showing to the user. Unfortunately, this is currently very limited to a select few apps.

 

Android 4.5 is rolling out with a new HTML-5 powered interface, which allows actions to run from apps without fully opening them. This will largely influence the power of the phone and keep any kind of lag or speed issues to a minimum. Users need fast action and this will most definitely deliver that.

 

Transitions from desktop and handheld device (and vice versa) will work seamlessly. In fact, as you work on something from one device, that information will automatically carry over to the other device without any hassle. Even though we have seen this before with other platforms, it is something that has always been looked at for needing improvements.

Voice Activation/Commands

iOS has a very powerful application in “Siri”; their intelligent personal assistant for iOS devices.

 

Android has their application “Google Now”. The difference in this new OS version is that Google Now will be used just about everywhere. You can say “Ok Google” inside of any app, which will allow the user to perform actions specific to that app. This is geared towards a more hands-free environment.

 

Once again this is nothing out of the ordinary and it seems to be just an update from what Android previously had established on their OS.

Wearable Tech

This is an opportunity for Android to truly pull even with the pack.

 

Not only will Android 4.5 run on smart watches, but it will also run on several wearable technologies such as Google Glass.

 

This is a venture that iOS has yet to explore or at least hit the market with. With rumors of the iWatch with iOS 8 (which is of course a long ways away), Google has a tremendous opportunity with Android 4.5 to do something innovative and creative with a new technology. Google needs to take this risk so that they can prove to businesses, developers and users that they are a continuing power player and that they are willing to do something other businesses are too scared to do.

Overall

Google has an opportunity with Android 4.5 to do one of two things: take a risk and do something before Apple (or others) or play it safe, sit back and wait like they are all too comfortable with doing.

 

It is agreeable that Android is a more developer friendly OS when it comes to total customization but maybe that is something they need to rethink in terms of focus. This OS needs to take control and give the users what they want but at the same time tell the user who is in charge.

 

There is always going to be a love/hate relationship with Google but this is an opportunity that needs to be taken very seriously.

 

Android 4.5 is to be revealed at this year’s Google I/O conference being held on June 25-26 in San Francisco, California.