Not everyone liked the Google Glass — even the tech giant itself admitted regrets in how it executed on the hardware push. Last month, it closed Project Ara, its initiative to build a modular smartphone.
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The six-year-old Nexus program proved more fruitful, but as of this week, Google has no more plans for a new Nexus phone or tablet, The Verge reported.
But Alphabet Inc. isn’t abandoning hardware. Rather, it’s going all in on a new strategy: Offer everything under one brand name.
On Tuesday at an event in San Francisco, Google revealed its program called “Made By Google.” The homepage of its new website is a tribute to a suite of products: Phones, home speakers, Wi-Fi routers, virtual reality headsets and a new TV device. In this way, Google is pitting itself against nearly every major tech company. Google’s new phones Pixel and Pixel XL could make a play for customers of Apple, Microsoft and Samsung devices. The home speaker Google Home is an answer to Amazon’s Echo. Daydream is a much more technical VR headset than Google Cardboard and comes after Facebook’s Oculus and Samsung’s Gear VR.
Google’s big bet is that one can only be king if they rule them all, as in offer hardware and software designed, manufactured and updated in house, for the most part.
“That’s a huge capitulation to a notion Google had long resisted – that both hardware and software are better when they’re built together by the same company,” Jan Dawson, chief analyst at Jackdaw Research, wrote in a research note.
But it is a strategy that analysts are supportive of as they watch Google expand as a software provider, offering much more than just a search engine and ads. Investors have feared Alphabet’s core business struggling in the wake of Facebook’s fast growth in the online ad industry.
“In our view, Google’s ambition here is not merely revenue growth, rather the devices will serve as a top-tier hardware platform to showcase and drive usage of Google’s best-in-class software services,” Brian Fitzgerald, equity research analyst at Jefferies, wrote prior to the event.
That posits Google in direct competition to Apple.
Former Google CEO and now executive chairman Eric Schmidt tweeted in support of the device push.
Source : made by google / Mashable