aggressive in license fees

[unpakwon]

Would you please explain the following in bold more easily? Especially, the meaning of "aggressive" in the context is confusing.

Imagine this scenario: You are the head of product development at Motorola and you've scheduled meetings with Microsoft to discuss your Droid product road map for building Windows Mobile wireless handsets. The meeting goes well. The presentations are professional and end with Microsoft talking about "getting really aggressive in license fees" for Windows Mobile. They are willing to give up to a 20 percent discount on the license fee per unit.

Thank you.

[apex2000]

Aggressive here is competition. Microsoft intends to reduce their price(s) below the competition in an effort to win a larger percentage of total (world) sales.

[Tdol]

I agree that it means they are going to be aggressive with discounts, but I am not sure it means that they would have to be cheaper than their competitors- there could be other reasons for using their products, so they could slash 20%, still be a bit more expensive, but offer an attractive deal. They may or may not be cheaper IMO. Isn't Android open source?

[apex2000]

I agree that it means they are going to be aggressive with discounts, but I am not sure it means that they would have to be cheaper than their competitors- there could be other reasons for using their products, so they could slash 20%, still be a bit more expensive, but offer an attractive deal. They may or may not be cheaper IMO. Isn't Android open source?

Android is free as I understand it. The phones are not, though. Microsoft and Motorola intend(ed) to offer a joint deal. The iPhone is expensive with or without its OS. My reading, therefore, is that the joint offer would aim to seriously undercut Apple, because that is the only way that any competition can make headway given the undoubted popularity of the iPhone.