<p><img src="https://static1.businessinsider.com/image/60f8d1a90729770012b9339e-2400/gettyimages-108758532.jpg" border="0" alt="andy rubin android" data-mce-source="Justin Sullivan/Getty Images"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>In 2003, a tiny startup named Android Inc. was struggling to make a splash. It was failing to woo investors with <a href="https://www.pcworld.com/article/2034723/android-founder-we-aimed-to-make-a-camera-os.html">its idea for a camera operating system</a>, so the team pivoted to a market that was exploding: feature phones and what came next.</p><p>Android hatched a plan for an open-source operating system that it could give to handset manufacturers for free. The company believed it could convince wireless carriers to order phones running the Android software, which could be branded or modified as the carriers wished. To make money, Android <a href="https://www.businessinsider.com/how-android-was-created-2015-3">planned to sell internet-based software services</a> to the carriers.</p><p>The idea <a href="https://www.businessinsider.com/how-android-was-created-2015-3">seemed ludicrous to many people</a>, largely because carriers ran the phone market and were unlikely to concede control, but Android didn't need much time to win over naysayers. In January 2005, Google cofounder Larry Page was knocking on the door, and six months later Google acquired Android for a reported $50 million.</p><p>Insider obtained a copy of the original pitch deck Android used for its phone OS idea, revealing a detailed strategy to take on then-reigning giants of the nascent smartphone market, Microsoft and Symbian.</p><p>According to <a href="https://my.pitchbook.com/profile/56324-35/company/profile#executives">PitchBook data</a>, Android raised $310,000 in an early-stage VC round just ahead of the Google acquisition. Since then, Google has turned Android into the world's most popular smartphone operating system with at least three quarters of the global market, according to <a href="https://www.strategyanalytics.com/strategy-analytics/blogs/devices/smartphones/smart-phones/2021/06/25/android-os-has-future-proof-solid-plan-to-lead-the-smartphone-os-market-till-2026">Strategy Analytics</a>.</p><p>Most of the original Android team have since left Google, including former Android lead Andy Rubin. <a href="https://www.nytimes.com/2018/10/25/technology/google-sexual-harassment-andy-rubin.html">The New York Times</a> revealed that he departed in 2014 following an investigation into alleged sexual misconduct. Rubin has denied wrongdoing.</p><p><strong><em>Do you have more to share' Got a tip' Contact this reporter at hlangley@insider.com or on encrypted messaging apps Signal and Telegram at +1 628-228-1836.</em></strong></p><h3>Android was founded in 2003 by Rubin, White, Sears, and Miner. Swetland joined in 2004.</h3><img src="https://static6.businessinsider.com/image/61073824ea74d40019ba0de1-400-300/android-was-founded-in-2003-by-rubin-white-sears-and-miner-swetland-joined-in-2004.jpg" alt="" /><br/><br/><h3>Mobile phone shipments were soaring through 2003 and 2004, and promised to keep growing.</h3><img src="https://static2.businessinsider.com/image/61073ac5ea74d40019ba0e37-400-300/mobile-phone-shipments-were-soaring-through-2003-and-2004-and-promised-to-keep-growing.jpg" alt="" /><br/><br/><h3>Android predicted that software would become a bigger part of the cost of phones.</h3><img src="https://static5.businessinsider.com/image/61073ad639e63d001884d11f-400-300/android-predicted-that-software-would-become-a-bigger-part-of-the-cost-of-phones.jpg" alt="" /><br/><br/><h3>The team zeroed-in on the software weaknesses of phone manufacturers.</h3><img src="https://static3.businessinsider.com/image/61073ae7ea74d40019ba0e40-400-300/the-team-zeroed-in-on-the-software-weaknesses-of-phone-manufacturers.jpg" alt="" /><br/><br/><h3>Microsoft and Symbian were the early smartphone OS leaders when Android got started.</h3><img src="https://static4.businessinsider.com/image/61073b03ea74d40019ba0e45-400-300/microsoft-and-symbian-were-the-early-smartphone-os-leaders-when-android-got-started.jpg" alt="" /><br/><br/><h3>Android saw a gap in the market for an open-source mobile OS.</h3><img src="https://static1.businessinsider.com/image/61073b0b39e63d001884d12c-400-300/android-saw-a-gap-in-the-market-for-an-open-source-mobile-os.jpg" alt="" /><br/><br/><h3>"I was worried about Microsoft and I was worried about Symbian, I wasn't worried about iPhone yet," Andy Rubin said at a summit in 2013.</h3><img src="https://static1.businessinsider.com/image/61073b2439e63d001884d131-400-300/i-was-worried-about-microsoft-and-i-was-worried-about-symbian-i-wasnt-worried-about-iphone-yet-andy-rubin-said-at-a-summit-in-2013.jpg" alt="" /><br/><br/><h3>The mission statement: Android's early business model was internet-based services.</h3><img src="https://static2.businessinsider.com/image/61073b4a39e63d001884d136-400-300/the-mission-statement-androids-early-business-model-was-internet-based-services.jpg" alt="" /><br/><br/><h3>Android described the Linux ecosystem as 'unworkable' at the time.</h3><img src="https://static5.businessinsider.com/image/61073b5c39e63d001884d13c-400-300/android-described-the-linux-ecosystem-as-unworkable-at-the-time.jpg" alt="" /><br/><br/><h3>Android planned to rely on APIs to bring order to its open-source offering.</h3><img src="https://static2.businessinsider.com/image/61073b6cea74d40019ba0e53-400-300/android-planned-to-rely-on-apis-to-bring-order-to-its-open-source-offering.jpg" alt="" /><br/><br/><h3>The company would make money by selling services to the carriers that bought Android handsets.</h3><img src="https://static3.businessinsider.com/image/61073b7fea74d40019ba0e58-400-300/the-company-would-make-money-by-selling-services-to-the-carriers-that-bought-android-handsets.jpg" alt="" /><br/><br/><h3>Android had a revenue forecast that assumed 6% market share.</h3><img src="https://static6.businessinsider.com/image/61073b8d39e63d001884d147-400-300/android-had-a-revenue-forecast-that-assumed-6-market-share.jpg" alt="" /><br/><br/><h3>Android was already thinking about the next wave of mobile apps.</h3><img src="https://static1.businessinsider.com/image/61073b9fea74d40019ba0e60-400-300/android-was-already-thinking-about-the-next-wave-of-mobile-apps.jpg" alt="" /><br/><br/><h3>Android was negotiating with Samsung and HTC, and talking with Sun execs about a Java license.</h3><img src="https://static1.businessinsider.com/image/61073bb239e63d001884d14f-400-300/android-was-negotiating-with-samsung-and-htc-and-talking-with-sun-execs-about-a-java-license.jpg" alt="" /><br/><br/><h3>An Android phone is pictured with a Google search page on the home screen.</h3><img src="https://static4.businessinsider.com/image/61073bbeea74d40019ba0e68-400-300/an-android-phone-is-pictured-with-a-google-search-page-on-the-home-screen.jpg" alt="" /><br/><br/><h3>The first backup slide: Android explains how it will leverage 'the platform away from MSFT.'</h3><img src="https://static4.businessinsider.com/image/6111a52bdaba4e0019e5aa79-400-300/the-first-backup-slide-android-explains-how-it-will-leverage-the-platform-away-from-msft.jpg" alt="" /><br/><br/><h3>Android pitches 'killer apps,' including 'Howard Stern in your pocket.'</h3><img src="https://static2.businessinsider.com/image/6111a5392a24d00018627b4a-400-300/android-pitches-killer-apps-including-howard-stern-in-your-pocket.jpg" alt="" /><br/><br/><h3>The team explains the software services it planned to sell to wireless carriers.</h3><img src="https://static6.businessinsider.com/image/6111a66cdaba4e0019e5aad0-400-300/the-team-explains-the-software-services-it-planned-to-sell-to-wireless-carriers.jpg" alt="" /><br/><br/><h3>The team describes how a browser and other apps run on Android, Linux, and Texas Instruments drivers.</h3><img src="https://static2.businessinsider.com/image/6111a68a2a24d00018627b97-400-300/the-team-describes-how-a-browser-and-other-apps-run-on-android-linux-and-texas-instruments-drivers.jpg" alt="" /><br/><br/><h3>The Android team pitches the benefits for wireless carriers.</h3><img src="https://static4.businessinsider.com/image/6111a56bdaba4e0019e5aa9b-400-300/the-android-team-pitches-the-benefits-for-wireless-carriers.jpg" alt="" /><br/><br/><h3>'The Next Killer Apps,' included a 'Voice UI' and payments.</h3><img src="https://static4.businessinsider.com/image/6111a6bf2a24d00018627baf-400-300/the-next-killer-apps-included-a-voice-ui-and-payments.jpg" alt="" /><br/><br/><h3>Android lays out the OS stack, from a camera app all the way down to the hardware.</h3><img src="https://static2.businessinsider.com/image/6111a577daba4e0019e5aaa0-400-300/android-lays-out-the-os-stack-from-a-camera-app-all-the-way-down-to-the-hardware.jpg" alt="" /><br/><br/><h3>Android saw its competition as Openwave, Savaje, Hopen, Monta Vista and others.</h3><img src="https://static5.businessinsider.com/image/6111a7582a24d00018627bcd-400-300/android-saw-its-competition-as-openwave-savaje-hopen-monta-vista-and-others.jpg" alt="" /><br/><br/><h3>The team shares 2003 operating system market share data, including Palm OS, Microsoft, and Symbian.</h3><img src="https://static4.businessinsider.com/image/6111a55f2a24d00018627b5e-400-300/the-team-shares-2003-operating-system-market-share-data-including-palm-os-microsoft-and-symbian.jpg" alt="" /><br/><br/><h3>Android saw an opportunity in 'feature phones.'</h3><img src="https://static3.businessinsider.com/image/6111a5452a24d00018627b52-400-300/android-saw-an-opportunity-in-feature-phones.jpg" alt="" /><br/><br/><h3>The Android pitch deck ends by focusing on wireless carriers.</h3><img src="https://static2.businessinsider.com/image/6111a551daba4e0019e5aa8d-400-300/the-android-pitch-deck-ends-by-focusing-on-wireless-carriers.jpg" alt="" /><br/><br/>
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