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Today at the launch of T-Mobile’s G1 Google Android phone, Medialets, a company which has had success running an analytics and ad network for Apple iPhone, will announce its platform availability for Android phones.
Initially, Medialets will consist of an analytics package before rolling out the advertising platform. It will have the same look and feel as the current Medialets product for the iPhone — and in fact, will offer side-by-side comparison for any developers who happen to be running apps on both Android phones and the iPhone.
After several months of talking to mainly iPhone developers, I wasn’t sure how many would actually make the jump over the Android to work there as well. But Eric Litman, chief executive of Medialets assured me that the number is “larger than [he] thought it would be.” Quite a few of the top application makers on the iPhone are apparently doing Android as well, Litman continued.
But others are sitting back and taking a wait-and-see approach to Android. Another analytics company working on the iPhone, Pinch Media, feels “there’s enough uncertainty about the Marketplace (Android’s App Store) as well as the basic level of analytics that Google will be providing that we’re gathering a bit more data before putting our resources into it,” Pinch Media founder Greg Yardley told us.
So why is Medialets making sure it’s on Android on day one? “Mobile is our market,” Litman told me. Litman sees Android as the next step in the evolution of the market place after the iPhone has changed things.
One thing that Medialets can’t help but be concerned about with regards to the Android platform is that Google runs it — the same Google which runs its own analytics and advertising services. While Litman thinks it’s likely that Google will eventually enter the space, in terms of analytics, no one is quite sure how robust it will be. Litman also emphasized the importance of comparing applications on Android to those on the iPhone for better overall data for the mobile space.
The ultimate goal is “helping developers make better applications and make more money off of those applications because they are better,” Litman said.
Developers can sign up for the beta of the Android analytics package here. It’ll go live when the Android phones are launched next month.
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