Google carries forward sweet treat legacy with Android KitKat
Google will be using a brand name for the first time; has come out with extensive marketing to back the initiative
It seems to be a time of surprises for the global mobile ecosystem. While the industry was still recovering from the Nokia-Microsoft deal, Google came forward to announce another surprise; however, a sweet one (literally).
Google has announced the much-awaited new version of Android, named Android KitKat, inspired by Nestle’s bar-ed chocolate.
The sweet treat journey began with Android Cup Cake (Android 1.5), followed by Éclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean and now Android KitKat (Android 4.4).
This is the first time that the digital giant is using a brand name, which apparently is a result of KitKat being the favourite chocolate of the team.
The financial terms between the brands have not been disclosed yet. Google reportedly approached Hershey six to nine months ago for permission to use the name. Hershey licenses the KitKat brand in US; Nestle owns it worldwide.
The launch of the new version was initiated in an all ‘Google style’ ad campaign, which takes a dig at Apple’s iPhone 5 launch ad.
The application is a kind of parody of the Google iPhone5 advertisement, with its comical music and a kind of mimicry of Apple executive Jonathan Ive.
To promote the initiative, Android symbol shaped KitKat bars are expected to enter the market. There will be contests via these bars to create higher level of engagement.
While iPhone5 did not exactly receive rave reviews, Android KitKat is expected to leave a mark on the industry. In any case, Google does not have much to worry about, with almost 75 per cent share in the smartphone market globally and in India.
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