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A STUDY ON

CONSUMER PREFERENCE ON MOBILE PHONE


OPERATING SYSTEM

12/22/2017

CONDUCTED BY:
PRASHANT GHIMIRE
BATCH 2017-19
SECTION A
PRN. 17021141125
Introduction to mobile phones
Mobile phone is a wireless handheld device that allows users to make calls and send text messages,
among other features. The earliest generation of mobile phones could only make and receive calls.
Today’s mobile phones, however, are packed with many additional features, such as web browsers,
games, cameras, video players and even navigational systems.

A mobile phone may also be known as a cellular phone or simply cellphone. When the first mobile
phones were introduced, their only function was to make calls, and they were so bulky it was
impossible to carry them in a pocket.

Later, mobile phones belonging to the Global System for Mobile Communications (GSM) network
became capable of sending and receiving text messages. As these devices evolved, they became
smaller and more features were added, such as multimedia messaging service (MMS), which
allowed users to send and receive images. Most of these MMS-capable devices were equipped
with cameras, which allowed users to capture photos, add captions, and send them to friends and
relatives who also had MMS-capable phones.

A mobile phone with highly advanced features is called a smartphone, while a regular mobile
phone is known as a feature phone.

A mobile phone typically operates on a cellular network, which is composed of cell sites scattered
throughout cities, countrysides and even mountainous regions. If a user happens to be located in
an area where there is no signal from any cell site belonging to the cellular network provider he or
she is subscribed to, calls cannot be placed or received in that location. The radio frequency link
establishes a connection to the switching systems of a mobile phone operator, which provides
access to the public switched telephone network (PSTN). Modern mobile telephone services use a
cellular network architecture, and, therefore, mobile telephones are called cellular telephones or
cell phones, in North America. In addition to telephony, 2000s-era mobile phones support a variety
of other services, such as text messaging, MMS, email, Internet access, shortrange wireless
communications (infrared, Bluetooth), business applications, video games, and digital
photography.

History of Mobile Phones:


Mobile phones, particularly the smartphones that have become our inseparable companions today,
are relatively new. However, the history of mobile phones goes back to 1908 when a US Patent
was issued in Kentucky for a wireless telephone.Mobile phones were invented as early as the 1940s
when engineers working at AT&T developed cells for mobile phone base stations. The very first
mobile phones were not really mobile phones at all. They were two-way radios that allowed
people like taxi drivers and the emergency services to communicate. Instead of relying on base
stations with separate cells (and the signal being passed from one cell to another), the first mobile
phone networks involved one very powerful base station covering a much wider area. Motorola,
on 3 April 1973 were first company to mass produce the the first handheld mobile phone. These
early mobile phones are often referred to as 0G mobile phones, or Zero Generation mobile
phones. Most phones today rely on 3G or 4G mobile technology.

The history of the mobile phone has taken place over a comparatively short time, but cellular
technology has been seen to develop at a tremendous rate. As a form of two way radio
communications, cellular technology has outstripped every other form of radio communications
technology. It took just over 20 years to migrate from the first analogue systems to the 3G systems
capable of high data rate transfers. Now development of cellular technology is looking at 4G
standards capable of data rates of over 100 Mbps. With many developments still taking place, the
outlook for cellular technology looks as if it will be particularly interesting.

Introduction to Mobile Operating System:

Over the past decade, smartphones have taken the world by storm and recently, tablets have entered
into the arena as well. These mobile devices are having a significant impact on our lives and are
in fact redefining the way we access information and communicate with others. This is due to not
only the hardware but the specialized software that these devices run and most importantly, their
operating systems. In what follows, we will take an informative tour of modern mobile operating
systems, their different types and usage across smartphone and tablet platforms.

Just like a PC can run different operating systems (like Windows, Linux, BSD etc.) or different
versions of the same operating system (like Windows XP, Windows Vista, Windows 7 etc.), most
smartphones can also run different versions of the operating system they were made for and in
exceptional cases, they might even be able to run operating systems they weren’t made for. In
general however, an Android phone will only run a version of Android while an iPhone will only
run an iOS version.

A mobile operating system, also called a mobile OS, is an operating system that is specifically
designed to run on mobile devices such as mobile phones, smartphones, PDAs, tablet computers
and other handheld devices. The mobile operating system is the softwareplatform on top of which
other programs, called application programs, can run on mobile devices.

Types of Mobile Operating System:

With the advancement of time, we have witnessed different mobile phone operating system during
different timeframe. I have listed some of them according to their category.

1. Manufacturer-built proprietary operating systems

1. Apple iOS

2. RIM BlackBerry OS

3. HP WebOS

2. Third party proprietary operating systems

1. Microsoft Windows Phone 7

2. Microsoft Windows Mobile

3. Free & open source operating systems


1. Android

2. MeeGo

3. Symbian

Manufacturer-built Proprietary Operating Systems

Some device manufacturers use their own proprietary operating system for their phones and
tablets. A good example is Apple, with iOS being the operating system developed by them for
their iPod Touch, iPhone and iPad devices. Other examples include RIM who use their proprietary
BlackBerry OS for all BlackBerry phones and tablets, and HP, using their proprietary Palm Web
OS for their Palm series of smartphones and tablets. A characteristic of such operating systems is
that they have a very consistent look and feel across all devices that they run on, the way Mac OS
X appears and behaves the same way on a Macbook Pro as it does on an iMac or a Macbook Air.

Third Party Proprietary Operating Systems

Another scenario is proprietary operating systems built by companies that do not manufacture
devices, but license their operating system to manufacturers for running it on theirs. The biggest
examples are Windows Mobile and Windows Phone 7, built by Microsoft and found running on
smartphones by HTC, Samsung, Dell and LG, amongst others. These operating systems also have
usually a consistent appearance and behavior across all devices, just like Windows 7 appears and
behaves the same regardless of what brand of computer you are running it on.

Free & Open Source Operating Systems

Last but not the least, there are open source operating systems built by a company, a group of
companies or a community of developers and made available for everyone to modify them in any
way they choose, and install them on their choice of devices.
Examples of these operating systems include Symbian, the upcoming MeeGo and most
importantly, Android. Device manufacturers fine-tune such operating systems to best suit their
devices and often add additional features or interfaces to set them apart from other versions of the
same operating system, and this often becomes their selling point. HTC has had a history of
customizing Android for its phones and including a graphically enhanced interface called HTC
Sense in an effort to enhance user experience.

Furthermore, such operating systems have a lot more customizations available in form of
installable software that changes their look, feel and behavior, providing different entirely user
experiences. Being open source, these operating systems also offer independent developers the
opportunity to modify them from scratch and run them on devices not supported officially, or to
bring an entirely new user experience to officially supported devices.
There are many mobile phone operating system available in the world. But the two biggest are
Android and IOS. We are restricting our study to just these two operating system.

Android
Android is a Linux based operating system it is designed primarily for touch screen mobile
devices such as smart phones and tablet computers. The operating system have developed a lot
in last 15 years starting from black and white phones to recent smart phones or mini computers.
One of the most widely used mobile OS these days is android. The android is software that
was founded in Palo Alto of California in 2003. The early intentions of the company were to
develop an advanced operating system for digital cameras. Though, when it was realized that the
market for the devices was not large enough, the company diverted its efforts toward producing
a smartphone operating system that would rival Symbian and Microsoft Windows Mobile.
Despite the past accomplishments of the founders and early employees, Android Inc. operated
secretly, revealing only that it was working on software for mobile phones.

With time, the popularity of android OS has sky rocketed. Android gives users and developers
ease of access and high customization. Lots of top cellphone brands like Samsung, Sony,
Xiaomi, One Plus etc are based on android operating system. The latest to join them was Nokia,
which used Windows OS previously has switched to Android OS.

iOS

OS is the operating system used by Apple in all variants of iPod Touch, iPhone and iPad. While
smartphones have been around since the 90’s, it was Apple that successfully managed convincing
masses to switch to them with the release of the first iPhone in 2007 running the first version of
iOS. At the time of its release, iOS wasn’t even capable of performing what most other
smartphones operating systems had been doing for almost a decade – things such as true
multitasking, data connection tethering, task switching, Bluetooth pairing, PC-like application
installation using installer files, and dozens others – yet the first iPhone was received with immense
enthusiasm by the masses, perhaps for not knowing any better.
Other factors contributing to the success of iOS included smooth graphics, consistent user interface
elements across apps, built-in iPod application, iTunes integration, an App Store for buying and
installing apps and perhaps most importantly, a multi-touch finger-friendly capacitive touch screen
that eliminated the use of a stylus while offering finger based gestures such as pinch-to-zoom,
twist-to-rotate etc. These, coupled with the similarity with the hugely popular iPod Touch, resulted
in the iPhone going viral and ended up in most people buying it as more of a status symbol of
owning an iPhone, than for the utility of having a smartphone.

Due to its restricted nature, iOS limited users to only the features Apple decided appropriate. That’s
when the development community decided to intervene and came up with Jailbreaking. This
allowed power users to install additional apps not available in the official App Store and customize
their iPhones beyond the standard features provided by Apple.

Analysing the Market Shares

The statistic depicts the market share of mobile operating systems in India from 2012 to 2017. In
July 2017, Android's market share of mobile OS in India was at 79.17 percent.

As of December 2016, Android was the dominant operating system in India with over 75 percent
of the market share. Its closest rival, Nokia, had less than a five percent share. The Indian OS
market has seen a rapid transformation since the beginning of 2012 when Symbian held over 65
percent of the market. In the following few years the operating system, which was used in most
Nokia smartphones, has seen its market share fall to nothing.

Android’s dominance in the Indian smartphone industry is echoed in the global market where the
operating system held over 80 percent of the smartphone market as of the fourth quarter of 2016.
In the U.S. alone there will be an estimated 107.7 million Android users in 2016, compared to 87.7
million in 2014. This means that by 2014 almost a quarter of the population of the United States
will own an Android device. Android’s closest rival in the global operating system market is
Apple’s iOS, which held just over 18.3 percent of the market share as of the fourth quarter of 2016.
However, as yet, Apple has not broken into the Indian market, although its market share has grown
steadily since the start of 2012, it still remains well below three percent.

Samsung has been one of the key beneficiaries of the Android operating system with its “Galaxy”
series of devices all running on the Android system. The South Korean company held an 18.1
percent share in global smartphone shipments in the fourth quarter of 2016 and announced global
revenue of 177.4 billion U.S. dollars in 2015. Samsung is equally dominant in India where it held
the biggest market share for smartphone brands in the fourth quarter of 2016 with a quarter of the
share. Its closest competitor, Xiaomi, had just over 10 percent of the market share.

In 2012, the market share of android was around 6% and the market share of iOS was 0.86%,
which shows that android has had a massive growth in Indian market compared to its competitor.

Literature Review

Prasad S (2016) A Study on: Attitude of Indian Customers towards Smartphones

Prasad talks about how Indian youth has a strong inclination towards the gadgets with preference
for latest software. The factor of success for smartphones over the years has been not only in their
ability to run well, but also to give access to extended capabilities via third-party apps. A customer
attitude model is being developed through the variable taken as service quality, service value and
service involvement is being designed and validated through the empirical method of factor
analysis by using the questionnaire of sample size 400 technical and non-technical students and
executives in India.

Prof. R.C.S. Rajpurohit (2011)


Professor Rajpurohit found that the factor that induces the consumers to buy a particular mobile
phone operator is call tariffs followed by network coverage and brand image. The study also
highlights that majority of respondents are satisfied with the value added services offered by their
mobile phone service provide.

Safiek Mokhlis (2012)

He conducted a study & the findings of the study are three most important factors influencing
consumer choice of mobile phones are: innovative features, recommendation and price. Several
managerial implications are drawn from the results and future research suggestions are provided.

RESEARCH METHODOLOGY

Research Methodology is a way to find out the result of a given problem on a specific matter or
problem that is also referred as research problem. In Methodology, researcher uses different
criteria for solving/searching the given research problem. Different sources use different type of
methods for solving the problem. If we think about the word “Methodology”, it is the way of
searching or solving the research problem. It includes research methods used, target population,
sample design and procedure.

Research Design

Data Collection Primary Data

Primary Data is data that has not been previously published, i.e. the data is derived from a new or
original research study and collected at the source. A structured questionnaire has been used as a
way to collect primary data in this project.

Secondary Data

Secondary data is the data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable than the primary data and also may be
available when primary data cannot be obtained at all. The main source of collecting secondary
data for this research is Internet.

Data Collection technique used


To conduct this study, I have taken data from the internet and various books, these are the
secondary data that are already available to us. To collect the data and responses from the samle,
I have used Questionnaire technique. This questionnaire contains both open and closed ended
questions. And the responder will not be helped while filling the questionnaire.

I have decided not to collect names in the questionnaire as the responders would be my classmates
or batch mates and revealing their name may lead to biased answers or acceptable answers from
the respondents.

Need of the study

The need of the study was to know the results regarding consumers’ satisfaction and preference
towards major mobile operating systems. It would aid the consumers to know their usage, utility,
features and select the mobile handset by keeping in mind the price value of the phone.

Sampling Methodology:

Sample Size
A sample size of 50 respondents was used for the research in the study. We have taken a sample
size of 50 respondents as it would be difficult to collect more data in the short period of time given
to us to sumbit the report.
Sample Area
The research was conducted within the compound of SIBM, Hyderabad. All the respondents are
students of this Institute and they have filled the questionnaire in my absence.
Sampling Technique
Since 50 respondents had to be chosen in a short span of time, I chose convenience method of
sampling. In this method, I chose the respondents to fill the questionnaire according to my
convenience. No gender segregation has been made during the preparation. The number of males
has exceeded the number of females as the questionnaire had been circulated in the boys hostel
first.

Objective of Study:
The topic of our research may be broad, but we have set some definite objective of our study,
which is set looking at the time limit that was provided to us. Some of the main topic for our
research are mentioned herewith:

• To study the consumers satisfaction level towards major mobile operating systems.
• To find out the most satisfactory feature of the different operating system.
• To find out the most unsatisfactory feature of different operating system.
• To suggest the companies about the areas where they can improve.
• How much money would people want to spend while purchasing a smart phone. Are
people satisfied with the operating system they are using

Other than these, this study also aims at looking at the concentration of users of different
operating system within SIBM Hyderabad and to measure the satisfaction level of the people
using different Operating System.

Analysis of Data:
We had collected data on the basis of a questionnaire through 50 respondents who were picked
at convenience. Analysis of data is a process of inspecting, cleaning, transforming, and
modelling data with the goal of discovering useful information, suggesting conclusions, and
supporting decision-making. Analysis refers to breaking a whole into its separate components
for individual examination. Data analysis is a process for obtaining raw data and converting it
into information useful for decision-making by users. While data analysis in qualitative research
can include statistical procedures, many times analysis becomes an ongoing iterative process
where data is continuously collected and analyzed almost simultaneously. Indeed, researchers

generally analyze for patterns in observations through the entire data collection phase. In this

study, our raw data would be the data obtained through questionnaires. Other than that, we also
mae use of variable tools like graphs, charts etc to analyze the datas in a proper and maintained
way.

Different tools that we use to analyze the data are:

1. Bar Diagram
2. Tables
3. Line Graph
4. Piecharts
5. Percentage Analysis
6. Comparative analysis
7. Quantitative analysis
8. Qualitative analysis

Demographics:
Out of our 50 sample size, 29 respondents were male whereas 21 are female. Since the sampling
method I used was convenience, this may be the reason for more number of boys than girls in this
survey.
Age
Group
Gender Number

Male 29

Female 21
20-28 Yrs

The respondents are in the same age group as all the respondents are students studying in SIBM,
Hyderabad.
Operating System Usage Frequency:
It is observed that out of the 50 respondents, 35 use android and 13 use iOS while 2 use other
Operating System.

Percentage Distribution of Operating System


2, 4%

13, 26%

35, 70%

Android iOS Others

We can see that almost 70 percent of the total respondents use android, whereas only 4% use
Operating system on their phone other than iOS and Android.
First Operating System:
We can see that 34 people had android as their first smartphone, whereas only 8 used iOS as their
first smartphone and the remaining 8 used other operating system. If we compare the first
smartphone information and the current smart phone information of the respondents, we can see
that the percentage increase in Android user is low while the percentage decrease in usage of other
operating system.

Change In OS Usage
40 80%
34 35
35 63% 60%

30 40%
20%
25
3% 0%
20
-20%
15 13
-40%
10 8 8
-60%
5 -75
2 % -80%
0 -100%
Android iOS Others

Previously Now Percentage change

The above chart shows us that Android has had a minute 3% increase, whereas iOS has seen an
increase of 63%, whereas the usage of other mobile OS has come down by 75% as we can see
from the chart. Our respondents seem to have shifted from other operating system to android and
iOS.

Comparative Analysis of iOS and Android:


From our analysis, we could see that only two major mobile operating system were used by the 50
respondents, so we will restrict our study to compare the perception or preference of the users of
the two operating system. So, we now will try to compare the users segregating them according to
the mobile OS they use.
Influence of Cost:
Spending for a Mobile phone
20
15 android user spend less while
10 purchasing a mobile phone compared
5
0
0-15,000 15,000-30,000 30,000-45,00 more than
50000

iOS Android

In the graph, we can see that more

to an iOS user. This may be because


we can find cheap android phones but
iOS phones are expensive so people
having iOS devices have to spend
more to buy a phone

Level of Satisfaction of Users:


Questions 4,5,6,7,10,11 are about the level of satisfaction the respondents have regarding different
aspects or factors of the operating system which they use.

The charts above show that out of the 35 respondents who own an Android device, 21% found the
Performance to be satisfactory, 41% found it Good and 19% found it Excellent and almost 11%
found it to be unsatisfactory. On the Other hand out of the 13 respondents who own an iOS device,
38% found it Good and 48% found it Excellent. 24% of the respondents found the User Interface
to be satisfactory, 45% found it Good and 27% found it excellent. On the Other hand out of the
respondents who own an iOS device, 23% found the User Interface Satisfactory, 38% found it
Good and 38% found it Excellent.
It is also highlighted that out of the respondents, who own an Android device 5% found the
Multitasking experience to be Unsatisfactory, 28% found it Satisfactory, 46% found it Good and
26% found it Excellent. On the Other hand out of the respondents who own an ios, 15% found it
Satisfactory, 46% found it Good and 38% found it Excellent. Talking about security features, 27%
of android users found it unsatisfactory, 19% fund it satisfactory, 51% found it good and just 3%
considered it to be 3%. Among iOS users, 8% users thought It was unsatisfactory, 31% thought it
was satisfactory, 30 % considered it to be good and 30% again considered it to be excellent

Customization User Friendly Features


0.5 43.24% 0.8
67.57%
0.7
0.4
30.77% 0.6
38.46%
0.3 23.08% 0.5
21.62%
18.92% 0.4 30.77%
0.2 16.22%
0.3 21.62% 38.46%
7.69% 0.2 15.38% 15.38%
0.1 10.81%
0.1 0.00%
0 0
Unsatisfactory Satisfactory Good Excellent Unsatisfactory Satisfactory Good Excellent
iOS Android iOS Android

The Representation above also shows that the respondents, who own an Android device, out of
them 7% found the Customizations to be Unsatisfactory, 23% found it Satisfactory, 43% found it
Good and 21% found it excellent. On the Other hand the respondents who own an iOS, 7% of them
found it Unsatisfactory, 23% found it Satisfactory, 39% found it Good and 33% found it Excellent.
When user friendly features was concerned who own an Android device 22% found it to be
Satisfactory, 11% found it Good and 67% found it Excellent. On the Other hand out of the
respondents who own an ios, 15% found it Satisfactory, 38% found it Good and 40% found it
Excellent.
Analysis regarding Upgrades
Updates in Operating system can add new
software based features in a smartphone.
The result of our survey showed if
Preference to upgrade
responders wanted updates or not.
35
30
25 Looking at the android users, we can see
20 that 28 people want upgrades while the
15
10
remaining do not. This may be because of
5 memory issues in the phone. When we
0
look at the iOS users among our
yes no
respondents, we can see that 10 of the
ios Android
responders want upgrades. This is out of
13. So, it accounts for more than 76% of
the total responders
Mobile operating system requires frequent updates. Updates not only adds new features to the
existing smartphone, but it may also increase the performance of the device. For a smartphone,
these update may mean more memory consumption, but it adds to the user interface provided by
the smartphone.
Frequency of Receiving Updates

OS Regular Less Don’t Remember

iOS 10 3 0

Android 28 6 3

When we look at the above table, we can see that most of the android and iOS devices regularly
send updates to the phones. And to most of the respondents it means something that most of them
are aware that frequent updates are provided by their operating system. We can say that both the
mobile operating system competitors are looking forward to make their platform better for a
smartphone.
Battery Saving Capability:
Today, the percentage of battery that your cellphone has is of the most concern to a youth rather
than anything. So the battery or energy consumption also plays a part. Mostly, how long the phone
lasts without charging depends on the size of battery the cellphone has. But an Operating System
can also be called responsible for battery consumption. Some phones are nowadays equipped with
battery saving options.
In our survey, we also asked about if or if not the phones they were using had battery saver option.
Almost all the android and iOS versions are now equipped with battery saver mode so most of the
responses came as “Yes” for both the platforms. But some also said that their phone didn’t have a
battery saver option. This may be because they are using an older version of operating system.
We also asked the respondents to rate the battery saver option. Most of the responders replied with
“Good” and “Excellent”. So, we can say that a battery saver mode is a value addition to an
operating system.

Cracking the operating system:


Operating system can also be cracked and manipulated to make them more customized and make
them more dynamic. In androd, this is called rooting while in iOS it is called Jailbreak. Doing this
will make your UI customized according to your requirement and makes various new apps
accessible, even paid apps.

Aware about Root and Jailbreak


35 31
30
25
19
20
15
10
5
0
yes no

Out of our 50 respondents, only 19 were aware about this phenomenon whereas other 31 had no
idea about it. To those who knew, to the 19 respondents, we had asked another question-which one
did they prefer. So the responders who used android responded as android whereas those who are
iOS users responded as Jailbreak.
Operating System Lags:
With the growing number of apps being available in the app store, people tend to use more apps.
The more apps usage may lead to lags. This lags are because of the exhaustion of memory (Ram)
in a phone. The memory in the phone is fixed and this means a phone has its limits and when it is
exhausted, the phone hangs or lags.
Lags in Phone
0.9
0.8 76.92%

0.7
0.6
0.5 45.95%

0.4 32.43%
0.3 21.62% 23.08%
0.2
0.1
0
Yes Sometimes No

iOS android

In the graph, we can see that people using iOS devices experience less lags compared to people
using android as none of the iOS users have directly said yes to that question. In android, 21.62%
of the respondents feel that their phone lags and 45% think that their phone only lags sometimes
whereas only 32% think that their phone doesn’t lag.

Satisfaction and continuation:


It is one of our objective to know if the responders feel satisfied about the mobile operating system
they are using and if not, what may be the reason they are not satisfied. As we saw in the market
share, android has the larger market share because of its availability whereas iOS is considered
exclusive as it is only available in the apple devices.

Satisfaction with current OS


0.8 75.68%
69.23%
0.7

0.6

0.5

0.4

0.3 23.08%
21.62%
0.2
7.69%
0.1
2.70%
0
Yes No Average

iOS android
From the above chart, we can see that almost 70% of the iOS users are satisfied with the OS
platform that they are using, 7.69% are not satisfied and 23% think that the operating system is
average. While we can see that almost 22% of the android users don’t seem satisfied with android
or the version of android which hey are using on their phone. We can infer that only few android
users are in the middle grounds. They are clearly segregated by the fact that they like android
platform or they do not like android platform. Only few iOS users have directly shown dislike to
the platform they are using.

We also asked the responders about if they wanted to switch their phone to another operating
system linking the question with the level of satisfaction.

Agree to Switch OS
0.9
76.92%
0.8
0.7 62.16%
0.6
0.5
37.84%
0.4
0.3
0.2 15.38%
7.69%
0.1
0.00%
0
Yes No Maybe

iOS android

We can see that out of the responders who are using android, 62% agreed to switch to another
Operating OS, while 37% were not sure to switch or not to. Looking at the data of the iOS users,
only 7% wanted to change the current Operating System they are using in their phone. And a
whopping 76% disagreed to switching their Operating system in their phone. This means that iOS
users are satisfied with the service they are receiving.
Reasons for not switching
0.7
61.54%
0.6 54.05%
0.5
38.46%
0.4

0.3
21.62%
0.2 13.51%
10.81%
0.1

0
Brand Loyalty ost factor Satisfied Not Interested

iOS android

But even if people want to switch their phone to a different iOS, we can see that many wont do
that. So when we asked the responders about this question, we obtained the results as shown in the
chart. Most iOS users seem to be brand loyal, while the satisfaction level of the android users
seems to be more than that of the iOS users, on the basis of response collected.

Findings:
1. iOS and Android are the major mobile Operating system in a phone used by people. This
has also been shown by the market share worldwide and our study coincided with the world
data provided to us.
2. The rate of increase in iOS seems more than other operating system whereas OS other than
android and iOS are declining.
3. People using android would want to spend less while purchasing a mobile phone.
4. Most users think that the performance of iOS is excellent, whereas the performance of
android is concerned, most people kept it at a good category.
5. The case is the same when user interface is concerned. 38% of people think that iOS UI is
excellent, while more android user would like to call the UI of android as ‘good’.
6. Both Android and iOS seem to be neck to neck whenever multitasking is concerned as
majority of users have decided to brand the multitasking ability of both as good.
7. Since it is an open source platform, most people are not satisfied by the security provided
by android, whereas people also want more security from their operating system in their
phone.
8. More people think that android are better customizable and user friendly than iOS as they
have received maximum votes in good and excellent category. Although iOS also is
considered user friendly by the responders.
9. Users of both platforms like receiving updates in their phone and some minority may not
prefer that due to various reasons. People are aware about how frequently they receive
updates and most of them consider that good.
10. Battery saving capability is highly regarded by the users.
11. Most people are not aware about the rooting and jail break capability in their OS.
12. On the basis of our study, we can say that iOS devices lags less than the android devices.
13. Surficial analyzing, both the users are satisfied with their Operating system but even so,
android users have a stronger desire to switch compared to the iOS users.
14. iOS users are mostly brand loyals. This may be because iOS is exclusively available only
in Iphone and Iphone is a smartphone always loved by the crowds.

Conclusion
The profile of respondents taken for this are of age group 29-28 years all of them are students. Out
of the total sample of 50, we can see that 35 of them use android. We can say that students of this
age are driven with a principle for “Value for Money’ and looks like most of them consider android
phones to be value for money. They are values for money as we can find android phone at cheap
rates whereas iOS phones are expensive. But even so , we can see that many people still use them
and are brand loyal to iOS phones. The study shows that both the mobile operating systems have
their pros and cons. The respondents have mixed views about their experience with the operating
systems they own. Respondents feel that the multitasking ability on both Android and iOS is at par
with each other. We can also say that iOS devices are better at performance and respondent thin
that they are safer than android while talking about security, although the level of security is not
enough for the users. This exploratory study signifies that the highest customers’ preferences are
towards the android smartphone because of its user friendly attributes accepted by customers and
the cost of the android devices with comparison to iOS devices.

Recommendations:
After this study, we can give some recommendation to the mobile Operating system developers
so that their customers can get satisfied through their operating system platform They should
make sure that the operating system doesn’t drain more battery power which is one of the facter
a customer looks for. Google, who is the creator android should come up with some plans to
control the lags, which seems to be one major drawbacks in android. This problem doesn’t look
to be present in iOS. Android being an open source operating system is more vulnerable in terms
of data and security protection. Google needs to have more strict rules regarding what apps to be
uploaded on the Play Store so that the data of people is more secure. iOS offers very little
customization options as compared to android. Custom Launchers, icons, themes etc. cannot be
installed on iOS to customize the interface. These things can be introduced in iOS so that people
can customize their devices according to their needs. iOS also has a better User Interface than
Android. People do not usually like the interface of Android because mobile manufacturers like
Samsung modify Android and put their customizations on top of it. This should be avoided and
Android should be offered as it is. In order to sustain in the market variable strategy should be
adopted to make user friendly OS with latest technology, innovative branding, new positioning
strategies flexible service benefits to retain its brand image. They should try developing
acceptability among the users.

Limitation of the Research:


1. The research was done taking just 50 people as sample, which doesn’t represent the
complete trend in the market.
2. The sampling method used is convenient sampling. This method of sampling may not give
proper results.
3. The research is conducted among people of same age group, which is a major drawback.
4. Even the people of same age group come from a same controlled environment which may
not yield proper result.
5. Due to other researches being conducted at the same time, the responders may not have
given their true answers in the questionnaires.
6. Although there is a presence of other OS in the market, we have only divided our study
into android and iOS based on the result of the sample size.
7. With the short time available to us, only certain aspects could be studied, considering the
time.