Google’s New Marketing Strategy for Nexus One Phone – Will it work?

Google's Nexus One Phone

Google announced the launch of its new generation of super-phones starting with  Nexus One.

Along-with the announcement of the phone Google has adapted a new strategy for selling phones i.e. through its online Google Store. Currently the phone is being offered as unlocked phone for $529.00 (Buy the phone without service and insert your own SIM card) and you can also buy a subsidized phone from T-mobile for $179.00 (You must be eligible for service and accept a new two year contract to qualify for this pricing. Existing T-Mobile customers may qualify for upgrade pricing). Also, Google plan to add more phones and operators in future. The best part of this strategy is that the phone is not tied with one mobile operator unlike its main competitor Apple’s iPhone.

As per Google’s release:

“Well, today we’re pleased to announce a new way for consumers to purchase a mobile phone through a Google hosted web store. The goal of this new consumer channel is to provide an efficient way to connect Google’s online users with selected Android devices. We also want to make the overall user experience simple: a simple purchasing process, simple service plans from operators, simple and worry-free delivery and start-up.

The first phone we’ll be selling through this new web store is the Nexus One — a convergence point for mobile technology, apps and the Internet. Nexus One is an exemplar of what’s possible on mobile devices through Android — when cool apps meet a fast, bright and connected computer that fits in your pocket. The Nexus One belongs in the emerging class of devices which we call “superphones.” It’s the first in what we expect to be a series of products which we will bring to market with our operator and hardware partners and sell through our online store.”

Only time can tell whether this strategy will work or not in US market but I definitely believe it is the right way for a phone manufacturer to go i.e. let the device be independent of service provider and consumers make the ultimate choice of operator. Just like you buy a TV and then choose your cable operator independently.

Read the reviews and more details about Google Nexus here.

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