[posted on Medium because Reddit deem as self promoting!]

This is part /r/Android and part /r/ShowerThoughts. :)

As reported by Recode — http://www.recode.net/2016/7/22/12260232/cyanogen-layoffs-android, Cyanogen Inc look set to cut staff and pivot to a new direction after failing to make the impact they had hoped with their current approach.

I’ve been chatting to friends and colleagues about the likely future of Cyanogen Inc ever since the company was formed and as well as putting down some thoughts of my own, I’m really interested to hear what you guys think they should do next.

I work / play in Android and mobile devices including with a number of companies who would be considered both rivals and big potential partners for Cyanogen.

Here are some of my thoughts / a bit of a braindump. Agree?

1. Be nice

A lot has been made of Cyanogen Inc’s spats with various people companies, including a rather public falling out with OnePlus and a pledge to ‘take Android’ from Google. Now, I am sure that these kind of attitudes don’t reflect Cyanogen Inc as a whole — I know a number of people who work there or have worked there in the past, and they’re all great people, fantastic talents and extremely personable. Cyanogen[Mod] didn’t always have the best reputation *back in the old days*, but personally I think you can get on in business (and life, folks) by being nice.

2. Don’t give up on Cyanogen OS

It appears possible that as part of their restructuring / pivot, Cyanogen Inc will move away from their OS offering, which we’ve previously seen on devices from OnePlus, Zuk, WileyFox, Yu and others. Granted, uptake may not have been as wide as the company may have hoped to date (and tellingly, OnePlus and Zuk have moved back to their own offerings) but I truly believe the concept has huge potential.

3. Play to the brand’s strengths, fast updates, pure experience

In order to make Cyanogen OS a success, I think it is important to play to the brand’s strengths, something that hasn’t necessarily happened as well as it might have so far. That means fast updates, the latest releases and a largely pure Android experience. There are of course conflicts to be resolved here with costs (particularly with Cyanogen OS being on a lot of lower end devices), partner expectations around bundling and so on, but I don’t think these are issues that can’t be fixed.

4. Talk to Amazon

Amazon? Why Amazon? A couple of reasons really. Firstly, they have invested significantly in Android (outside of Google) for their ‘Fire’ device platform but while it’s OK and I imagine it’s selling a good number of units, I think there’s huge room for improvement. As Google pulls more and more functionality into their proprietary experience, Android ‘splinter’ OS’ will find it harder and harder to compete. Cyanogen are well poised to help with this. Most importantly of all though, Amazon have made a big investment in their App Store, trying a number of different strategies to entice users (the latest being ‘Underground’ free apps) and in the Android world at large, the level of uptake has been borderline embarassing. Again, Cyanogen’s wealth of experience, huge user base with CyanogenMod and route into devices via Cyanogen OS would be invaluable. Amazon App Store makes particular sense at the low end as an additional potential revenue stream for manufacturers, an area where Cyanogen OS is stronger.

5. Use the Microsoft partnership to build an Enterprise class device

Microsoft have invested a decent amount of money (although likely a drop in the ocean for them) in Cyanogen Inc. While there’s some debate over exactly why the investment took place (was it just a punt?), there has to be potential for a wider benefit than just getting Office and Skype preloaded on some phones. Windows on mobile devices is failing / failed, even in the Enterprise and it doesn’t seem like this is going to change any time soon. Microsoft and Cyanogen should consider looking to the space where Blackberry are trying to play — business class, secure, best of breed devices tuned for enterprise. Maybe the Surface phone should be Cyanogen OS. Controversial. Using the Cyanoogen investment as an ‘excuse’ to build something Android makes sense for Microsoft and it’s low risk, far lower risk than shipping another failed Windows phone.

6. Don’t pivot to apps

Just don’t. It’ll be all over. Please.

7. China

I wasn’t sure whether to include this because it’s a bit cliche. China! …… Profit! It’s all a bit underpant-gnomes, but China is of course a huge market which is (for now at least) outside of the clutches of Google as far as the ecosystem goes. There might not be a better opportunity than now to bring the years of Cyanogen expertise to the huge number of manufacturers who are pretty new to the Android space, as well of course as the more established manufacturers who are all ‘rolling their own Android forks’ to support Chinese customers. Like I say, I don’t have exactly the right answer here, but it feels worth including.

I don’t want to see Cyanogen Inc or Cyanogen OS die and even though the future of CyanogenMod will likely be secure regardless, they are intertwined. I’ll be rooting for Mr Cyanogen himself, Steve Kondik, to help take the company in the right direction.

Good luck!