Phone 3a: NothingOS 4.0 brings optional ads to the lock screen
The tech startup Nothing is changing its strategy for its budget models: optional ads will appear on the lock screen with Android 16 in the future.
On Nothing's budget models, NothingOS 4.0 brings optional ads to the lock screen.
(Image: heise medien)
Last week, Nothing released Android 16 as a beta for its 3a series. In addition to features that are already being tested in beta status with NothingOS 4.0 Beta for the Phone 2, 2a, 2a Plus, and 3, a user noticed that a feature called “Lock Glimpse” is being introduced on the lock screen of the budget devices.
Wallpaper with ads for the lock screen
As Nothing co-founder Akis Evangelidis explained in a community post, the feature was intended to be explained during a product announcement later this week. However, as the feature caused a stir in the community, they decided to address it earlier. This is because on platforms like the Nothing Community, Reddit, and X, users criticized the feature as a departure from Nothing's promise of a bloatware-free system.
Evangelidis attempts to calm the waters with his post: According to his explanations, “Lock Glimpse” is a feature that displays a rotating collection of wallpapers from nine categories on the lock screen, which automatically changes every time the display is turned on. “It can also display current updates and useful content designed to enhance your experience without distracting you,” says the Nothing co-founder. It appears that “useful content” ultimately means advertising.
(Image:Â Nothing)
With future updates to the “Lock Glimpse” function, users will also be able to use their photos, which can completely replace the default wallpapers. Furthermore, Nothing states that no user data will be shared with third parties when the function is activated.
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The solution is reminiscent of the bloatware app Glance, which is apparently pre-installed on many inexpensive and mid-range Android smartphones in the USA and Asia and displays advertisements on the lock screen. According to the company's statements, Motorola, Samsung, and Xiaomi are among its customers. Nothing appears to be relying on the company Bouyan for its solution. This is a Hong Kong-based company. This is not entirely new: as early as 2017, the rather unknown smartphone manufacturer Wileyfox delivered ads on the lock screen, but Amazon is also known for displaying advertisements on its Echo Show speakers.
According to Nothing, the function is deactivated by default on the 3a models, and users can “activate the feature at any time in the settings or access it simply by swiping left from the lock screen.” This suggests that Nothing is at least trying not to force the feature onto its customers. Apart from the “Lock Glimpse” function, the manufacturer is forced to pre-install some partner apps on its budget devices. According to Evangelidis, the bloatware-free user experience will remain on the manufacturer's top models.
Smartphone market is highly competitive
Evangelidis explains this move by stating that the smartphone market is highly competitive and Nothing is the only new manufacturer to have established itself. However, they operate on tiny margins; moreover, one of the biggest challenges for any new market entrant is “managing bill of materials (BOM) costs, which are higher than those of established players.” Furthermore, most companies have software-based revenue streams, with the simplest form being pre-installed partner apps and services. This is an industry-standard approach used by major brands like Samsung.
Nothing sees itself forced to seek “sustainable revenue models” in order “to avoid cost pass-ons and ensure optimal prices for our products—especially for entry-level and mid-range products.” The apps pre-installed on the budget models are carefully selected applications that users “would install on day one.” Additionally, all third-party applications can be deleted.
(afl)
