Google plans on launching smartphones before the end of this year, and no we aren’t talking about the much-rumored Nexus devices built by HTC. According to The Telegraph, Google plans to launch its own branded smartphones, much like how Apple makes its own iPhones. The idea is to have more control over the hardware, design and the entire Android experience. Also Read - Google Play Store announces blanket ban on Sugar Daddy apps over sexual contentAlso Read - Google, Facebook make vaccination mandatory for employees returning to office
The report cites a senior executive who confirms the existence of the Google smartphone, but there are no details available about the device. It however echoes what CEO Sundar Pichai said earlier this year. At the Code Conference, Pichai said that the company was ‘investing more effort’ into the smartphone space, and it plans to be more ‘opinionated’ about the category. Also Read - Fake Battlegrounds Mobile India (BGMI) Lite APK links going viral on the internet: How to spot them
In other words, Google is worried about the growing Android fragmentation, and how users are not getting an unified Android experience. A quick look at recent numbers show that adoption of its latest Android version is disappointing, and a majority of devices still run on dated OS versions. The company can only do so much as release OS updates, but the onus is on the hardware companies to push them to their users.
By launching its own smartphone, Google will have more control over the hardware and software, it will also ensure that users get the best Android experience. With this aim, Google brought back former Motorola CEO Rick Osterloh to head an unified hardware division that includes Nexus, Chromebook Pixel, OnHub and Google Glass among others.
It will be interesting to see how Google strikes a balance between pushing its own smartphone, and not alienating its hardware partners. Google’s smartphone will no doubt compete against some partners like Samsung and Huawei among others. It is little wonder that these two companies were in the news for planning on moving beyond the Android ecosystem.
Despite the launch of its own smartphone, Google is expected to continue supporting the Nexus and Android One initiatives. Its idea of being more ‘opinionated’ about the smartphone space also includes giving its manufacturing partners more control over the hardware and design. This would ensure that these smartphones are competitive in their respective segments.