I saw my first Australian TV ad for an Android device this week. It’s an ad for the Motorola DEXT (aka CLIQ) and shows off the social network integration features of the MOTOBLUR UI. The ad, which is actually from Optus, does not mention “Android” anywhere while on the Optus website for the device the word “Android OS” is buried deep within the features list.

So where is Android at in Australia now?

Certainly Australian ‘Droidiness is lagging well behind Europe and the USA where carriers have been promoting android devices like the Motorola Droid and HTC Magic for some time, not to mention selling them in large quantities. In the USA Android is the fastest growing Smartphone platform.

I think we will see a similar effect in the Australian market over the next 6 months. Telstra, Optus and Vodafone Hutchison are all launching multiple Android handsets this quarter, and it is great to see Optus advertising them (even if it neglects to mention the presence of Google’s OS at all). The variety of designs and advanced apps on offer should give consumers a welcome alternative to iPhone and provide an escape from iPhone me-too syndrome. Yes, that’s right young hipster, you can be unique again!!

My prediction: While no single handset model is likely to have the impact the iPhone has had (possibly ever), the cumulative weight of cool advanced Android devices will be far greater than iPhone in the longer term. As the Android market share rapidly grows here so will the demand for localised apps. This is where the brands and agencies of this country need to be alert and remove their iPhone blinkers. Apple now has company in Australia and ignoring that would be a mistake.

Update: some more android growth info

http://www.gizmodo.com.au/2010/03/how-the-iphone-could-end-up-in-second-place/

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Posted by David Kainer on April 7th, 2010 :: Filed under vision and trends
Tags :: Android, australia, mobile applications, mobile development
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