Project ara -> modularity redefined !!

Google's Project Ara is a modular smartphone which could re-define the market

                                Google might have gone a bit sideways with the Nexus 6, but before that the company has proved it clearly knows a thing or two about what your typical Android phone buyer wants from their devices; something that's not too expensive, not too fussy, and nicely tailored for a great experience on the Android platform. No frills, and no unnecessary bits that bump up the cost, essentially.

So it's not too surprising that the firm  has looked into its crystal ball and realized that there's a market for a user-tailored phone experience. The modular smartphone.

Similar to the custom PC market, there will be users out there who want to simply buy the bits they need to do what they want to do, and to be able to upgrade/retrofit whenever they like.

Google's solution is Project Ara.

The concept is a simple one –– you buy a basic model Ara phone and all the bits can be pulled off and swapped as you see fit. Fancy a more powerful camera module? You'll be able to buy one through Google's dedicated store - a treasure trove of hardware modules populated by components made by third-party manufacturers, from the likes of Samsung and its ilk, right down to little independent devs working out of their basements - just like Google Play for apps, in fact. The same will be true of many other components, including things like memory, display panels, physical keyboards, sensors and scanners, ports, modems and wireless modules, and much, much more.

The Verge got a look at some Ara prototypes at Google HQ. Here's an extract from their report: 

"This very early version of the phone we played was functional, although we weren't allowed to turn it on and use it, in part because the touch features aren't up and running, Google said. The company showed it booting up on stage, but not working. The hardware itself feels very solid, thanks to its aluminum and steel frame, which looks like a rib cage when all the modules are popped out. The modules on the other hand feel light and plasticity, and made holding the phone feel a bit strange. If you're used to the smooth corners you'd find on most smartphones, the ribbed channels on the Spiral 2 feel bizarre. Nothing rattled or slid out while we were playing around with it, though it's hard to tell how it will really work without the magnets."

More recently, Google provided an update about what it has been up to since announcing some prior details about Ara at I/O 2014. The Big G has been busy working with Marvell and NVIDIA in order to get some reference CPU's made for Ara. Below is an extract from Google’s G+ update on the subject and what progress has been made.

“For the AP modules, we have been working with our friends at Marvell and NVIDIA to create two separate reference designs and form factor module prototypes around their PXA1928 and Tegra K1 processors, respectively, using a Toshiba Uni Pro bridge ASIC to connect to the on-device network. You can anticipate seeing these as part of the reference designs in our upcoming MDK v0.20 release. (The Rock chip AP with native UniPro that we blogged about previously is coming along nicely and will be ready in time for our Spiral 3 prototype in the Spring.),” said Google in a post on Google+.

Google Ara Release Date

Well it's official folks, Project Ara is go according to a post by Google's ATAP division which posted a video to Youtube and its Google+ page. The video's emphasis is in showing off the potential of Ara's modular nature, what components are "part of it", and that "you" (as in, anyone who wants to be a module dev) are also part of it. The vid also hints that things will kick off in Peurto Rico as the location is named as "the first part of it" and that the Market Pilot will begin in 2015.

But Why Puerto Rico?

According to Google, the region itself has a pretty undeveloped landline system –– 77% of the population use mobile phones as their primary communication tool. This means the mobile space is pretty competitive too, with AT&T taking the lion’s share of the market with 25%. But there are local players. 

And Google is teaming up with two of these, OpenMobile and Claro, to launch its Ara phones. It is currently unclear what modules will initially be available at release, but Google did talk about using removable 1280 by 720p screens, as well as cameras, batteries and wireless units.

Video of Project Ara: Part of it

Yezz Predicts Ara Launch In August 2015 - Fails To Materialize

For a little while now there's been a big question mark hovering over when Ara will be introduced to the rest of the world, but now it seems we have an answer. In a report published on March 2, Pocket-lint detailed having spoken to reps of device manufacturer Yezz, which claims to be heavily involved in Ara and suggested the modular phone will arrive worldwide during August 2015.

Yezz was speaking from its stall in attendance at MWC 2015 where it was showcasing a selection of Ara modules, including a gaming controller. The company revealed that it will be working with Google on Ara modules due to its "agility in development and manufacturing".

"Yezz will be contributing to [Ara's] vast accessibility, collaborating to establish a viable module marketplace that will allow for optimum customisation," Yezz told Pocket-lint.

Check out some of the images PL snapped below, noteworthy modules, as well as the game controller, appear to include a fingerprint scanner, a media control button module (for music/film playback), an NFC chip, and what looks like some kind of removable storage.

So What's The Situation With The Ara 2015 Launch?

Ok, so the best laid plans of mice and men, and all that. It seems things have not gone as smoothly with the push for Ara to get a proper launch inside 2015 as Google had originally hoped. Project Ara's Twitter account has posted several Tweets explaining that the project has been delayed, likely until 2016.

A post by blogger and analyst Dr Richard Windsor, suggests Google has tripped up on the fact that "a modular device is far harder than it sounds."

In his report, Windsor states that Google was planning to launch in Puerto Rico (as outlined above) during 2015, but the project is now in "on hold"."This may have something to do with the new move to be more cost conscious as I continue to believe that Project Ara will be another financial black hole like Google +," he writes.

Windsor notes that Google isn't the only firm in the smartphone space trying to develop a modular device and adds that all of them are "having difficulties."

He highlights some key points as to why the modular concept is causing issues:

• "Making a modular device is extremely difficult because modularity adds a new series of requirements and constraints.
• A modular device is a phone, tablet or other device where individual components such as the screen, camera, CPU, battery, memory can be removed by the user and replaced by others with a different specification.
• Each module requires an individual case and a connector. These take up space, making the resulting device bulkier and less sleek-looking than a normal device.
• Each swappable component has to remain distinct from all the others. Integrating components together is a tried and tested method of cost and size reduction meaning that a modular device has always been more expensive to make.
• Every swappable component has to be tested with every other in every possible configuration to ensure that they all work together properly. This means that testing and certification is much more onerous meaningfully increasing development costs."

Windsor then goes on to outline four rules that a modular phone must meet in order for it to be successful:

1. "It must be the same size and weight as competing products.
2. It must make no compromises in terms of styling,
3. It must offer the same functionality as competing products.
4. It must come at the same price point."

He says that so far, no device, including Ara, has met these criteria. The only kicker here is a closing comment where he states:

"I suspect that it will be one of the larger players that is well financed, has a track record in hardware design and has money for marketing that eventually cracks it."

In our thinking though, surely Google would qualify? It has so much money and a successful devices project with the Nexus line.

Project Ara Back With Motorola?

Well this is an interesting turn. According to information from Facebook tech page Hellomotohk, the Ara project may have been placed back in Motorola's hands.

"According to our sources, Project Ara has returned back to Moto, R & D base in Beijing," the page states.

Allegedly when Google sold Motorola to Lenovo it didn't part with every piece of it, some bits stayed behind, in particular the "Advanced Technology Group" and a whole bunch of patents - these sections are apparently where Ara is being handled now.