Google Android A No-Go In EuropaGoogle Android A No-Go In Europa

Apparently our friends across the pond aren't too taken with Google's Android operating system. Its presence in European markets has increased in recent months, but only slightly, and not nearly as much as in the U.S. Could it be that Europeans don't like the little green android?Smartphone platform competition in Europe is a vastly different landscape when compared to the U.S. In the U.S., BlackBerries and Windows Mobile phones have the lion's share of enterprise users, with iPhone and Android rapidly gaining ground. In Europe, Nokia's S60 platform and Windows Mobile have a stronger hold on the market. Europe is Nokia's home turf, and its strength there has been nearly unbreakable.

Android has gained in leaps and bounds in the U.S., especially with so many new models flooding the U.S. carriers in the last several months. Android is far from a success story in Europe, though.

"Consumers steer clear of Google's OS and sell-out is below everyone's expectations. Consumers recognize the Google brand, but still do not understand what Android is," IDC analyst Francisco Jeronimo said in a statement. "The lack of devices available didn't help to raise awareness, though this is expected to change, with more handsets from LG, Samsung, Sony Ericsson, Motorola, and other vendors hitting the market soon."

Still, Android's market share in the EU rose to 5.4% from 4.2% in July-September in Western Europe.

Not only does Android have to challenge Nokia's entrenched position, it has to battle Samsung which is rapidly gaining on Nokia. Apple and RIM have also taken their piece of the European smartphone pie -- at the expense of Nokia and Microsoft's platforms.

What will it take to increase Android adoption? Based on the statements made by Jeronimo, there's a lack of awareness of what Android is. That means it is a marketing problem. Are the mobile network operators not pushing Android strongly -- if at all?

I happen to be in London this week, and will be keeping my eyes open for Android phones and also Android advertisements. In the few hours I've been in London, I've seen mostly Nokia and RIM devices.