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Google’s Android platform once again dominated headlines this week as developers suspected that their apps would now be ranked according to the number of daily active users as opposed to the number of total installs. Market research firm followed up these headlines by proclaiming that the Android platform would rule half of the smartphone market by 2012. Despite such numbers, survey results released by Baird Research indicated that even though Android has been successful in marketing penetration, 86% of developers feel that the platform is fragmented. Data was also released on mobile data offloading growth from 2010 to 2015 and Rovio announced that their new game Angry Birds Rio had been downloaded 10 million times over 10 days since its launch.

Google Tweaks Android Rankings to Reward Engagement – GigaOM
Google made some changes to their app ranking system and App Developers suspect that Google has changed their algorithm to rank apps higher for engagement and daily users instead of total downloads. If true, this means that apps will be ranked based upon the value they offer users, rather than the number of downloads.

Android Will Rule Half of Smartphone Market by 2012 – Mashable
Marketing firm Gartner reported this week that Android will command 38.8% of the smartphone market by the end of 2011 and 49.9% by the end of 2012. Like the report by IDC last week, Gartner also sees WindowsPhone7 moving up to the second spot by 2015.

Android Fragmentation is a Problem – MobileCrunch
Baird Research surveyed 250 Android developers and found that 87% thought that Android fragmentation was a huge issue, with 24% surveyed saying that it was a ‘huge problem’.

Mobile Data Offloading to grow immensely by 2015 – Marketing Charts
According to a paper from Juniper Research,  mobile data offloading, or data offloading is the usage of complementary technologies to for delivering data to cellular networks. It is predicted that mobile data offloading is to increase 47% on smartphones, tablets and feature phones from its 2010 level of 43.1% to 63.5% in 2015. Offloading solutions are increasingly needed as mobile data usage increases.

Angry Birds Rio a Big Hit: 10 million downloads in 10 days – Mashable
Rovio reported that in the 10 days since its release, Angry Birds Rio has been downloaded 10 million times. The game was released in advance of the movie “Rio” as part of a promotional partnership.

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