What is an Android OEM<OEM (Original Equipment Manufacturer)?
An OEM, or Original Equipment Manufacturer, refers to companies that design, develop, and market Android-powered devices under their own brand name. Popular OEMs include major players like Samsung, Xiaomi, Vivo, Oppo, and Huawei, which use Google’s open-source Android operating system as their foundation. However, OEMs often add unique custom features or preloaded applications to stand out in an oversaturated smartphone market.
Android OEMs play a pivotal role in shaping the ecosystem into what it is today. Unlike Apple, which has tight control over both hardware and software development, Android OEMs bring diversity and adaptation through diverse device offerings. They cater to varying price points, designs, and features, understanding that not all users have the same needs or preferences.
For example, Samsung offers premium features, while Xiaomi and Oppo provide more cost-effective choices with competitive features. This user-centric approach creates a global user base by appealing across demographics and preferences, making each user feel valued and understood.
Customization and software differentiation
Android OEMs are not just manufacturers. They are creators. Their ability to tailor the Android operating system (OS) is a testament to their creativity and innovation. From unique UI designs, applications, and services to specific features like improved camera software or gaming modes, they bring a fresh perspective to the smartphone market.
Samsung One UI, Xiaomi MIUI, and Oppo ColorOS are not just interfaces. They are unique visual styles that add unique functionalities, setting their devices apart from others on the market. These customizations enhance user experiences and inspire others in the industry to push the boundaries of what’s possible.
Android OEMs commonly pre-install proprietary and third-party applications onto their devices to create an ecosystem explicitly tailored for that OEM, such as Samsung with their Galaxy phones featuring apps like Health, Pay, and the Store – creating an improved user experience across devices while creating brand recognition with users. Furthermore, these pre-installed apps contribute monetization strategies such as advertising revenue generation or in-app purchase facilitation, allowing OEMs to generate additional ad revenues or facilitate in-app purchase strategies for OEMs.
Importance in Mobile Marketing
Android OEMs represent an ideal channel for marketers to reach users directly on their devices. Thanks to the preloaded apps and system notifications that many OEMs offer as part of their devices, as well as dedicated app stores of their own, Android OEM partnerships enable marketers to target users directly out-of-the-box or leverage native advertising through OEM ecosystems for more targeted and effective campaigns.
Android OEMs play an invaluable role in expanding Android’s reach globally by tailoring devices to specific markets with competitive pricing and adapting Android OS features to fit various user needs—helping cement its place as the worldwide smartphone leader.