Google, stop advertizing search
Remember that Parisian Love commercial that Google ran during the Super Bowl? It was touching, it was effective, and it was memorable. People talked about it, tweeted about it, buzzed about it, and blogged about it. Even after all those eyes caught the spot on television, hundreds of thousands of people flocked to Google’s SearchStories YouTube channel to check it out. The view count currently stands near 4.5 million. I’m not sure what the numbers on this video – posted last November – were before the Super Bowl. It’s possible that the hype generated by that coveted advertising slot earned them another million views online. And what was the ad for? Google Search.
This is confusing to me because everyone I know already uses Google Search. I have a vague understanding of the need to generate goodwill and associate it with a brand, and I’ve heard that simply driving home a name with excessive advertising can affect preference. But wouldn’t that promotional funding have been better utilized on Nexus One ads? I have yet to catch one anywhere, apart from the Internet. I know that ads exist because I’ve seen them on YouTube. I guess I don’t watch a whole lot of network television and my tastes generally don’t intersect with mainstream trends, so there’s a good chance that Nexus One ads are all over the place and I’m just looking the other way. Have you seen any? There’s a reason I’m asking this question today…
I just finished reading an article over at Android Community called, “Nexus One sales dramatically less than DROID or 1st-gen iPhone. The post includes the graphic you see below, depicting sales numbers gathered by the statistics company, Flurry. As you can see, their numbers indicate that the first iPhone sold 1 million handsets in the first 74 days, Droid sold 1.05 million, and the Nexus sold a measly 135,000. So my question is, what gives with Google’s marketing plan? Is online advertising really the way to go here?
I don’t think I’m succumbing to the fanboyism that requires me to tout a device’s superiority in the face of any and all opposition when I say that, on the table next to me, sits the greatest mobile phone currently available. I believe that – not because I work for an Android site, and not because I’ve invested myself in the success of the platform to some extent. When I see an Android phone I don’t like, I say so. When I see a flaw in the Android OS, I say so. And considering that we’re talking about a chart that includes the second best Android, I think I’m on pretty firm ground when I say that sales don’t reflect quality here. I consider the N1 to be a better phone than the Droid, and it has nothing to do with live wallpapers.
I realize that N1′s previous limitation to T-Mobile is the number one reason for low sales numbers in comparison to the Droid. Now that the phone can be had by AT&T customers (with 3G) I expect the sales to increase exponentially. But I think Google really needs warm up the hype machine if they want that whole direct online sales plan to really pan out. Maybe they were just holding back for the right carrier. Maybe Google has some secret weapon up its sleeve. Maybe I’m just not watching much television lately.
You would have think they would have cut to a scene with the Nexus One doing some cool geolocation stuff in Paris or something :)
Part of me wants to see Ads,.. But the other part doesn't o_O I have a theory that they're taking there time, but why?
I wouldn't think Google would change the way they have traditionally operated with great success in the middle of a recession. Google is one of the most viable and stable companies in the world. They methodically test the waters before they do anything. Proceed some and repeat process. 5 year beta tagging and development of gmail shows us this. My feeling is that Google will heavily push selling their own phones when they have tested and worked out the bugs. The delivery and support systems are flawed right now. They use a traditional business model of “soft opening”. If you know you have the potential for problems, open quietly, test the system, work out your kinks, then give it all ya got.
I expect an “If it ain't broke, don't fix it” attitude from Google. The catch is it could be years before Google feels that they have tested it enough. Really Google, 5 years to test Gmail. Then immediately following the dropping of the beta tag they had a huge campaign for Google Apps for their business solutions, of which Gmail is the lead. Campaign included billboards, radio, internet, and major T.V. spots.
Patience is a virtue and I have none. I too would love to see them show off the brilliance of the Nexus One.
I think we have a few things going on here. I'm not sure why Google has not had more broadcast advertising for the Nexus One. When you think back to when the iPhoney and the Droid came out, there were television, radio, and billboard spots everywhere. I'm still seeing some of the original Droid commercials on TV. Nothing from Google.
I think another part has something to do with the Android confusion. Since its first release in the G1, there have been multiple phones that have been labled the “Google phone” (G1, MyTouch, Droid, Nexus One). To the “phandroid”, there are completely distinct characteristics between each of these phones, but to the average user, it can be difficult to determine which phone is THE “Google phone”.
The final thing that may be affecting the sale of the Nexus One is the unusual method of sale. For those who buy a brand new smartphone annually (or less) and are buying it full priced, it is fairly simple and straight-forward. However, the American cell phone market is accustomed to purchasing phones at subsidized rates with contract. I've had people try to compare phone prices based on the subsidized price of phones across carriers. “The iPhone's only $99, why would I want to buy a “Google phone” for $179?”
For those who are looking at purchasing a phone on subsidy, buying a Nexus One can be a bit of a challenge. For instance, if you are going to sign a new contract with T-Mobile for a Nexus One, you only have one plan option to choose from. For those who are happy with their current T-Mobile plan and want to upgrade to a Nexus One, you have to pay an additional $100 and, even then, Google may not be able to perform the upgrade (depending on your current plan type, etc). For these people, it seems easier to just go buy an iPhone or a Droid, especially when there is no advertising extolling the fantabulousness of the Nexus One (see my first point).
Personal note: I'm in the last group. I want a Nexus One! But financially can't float the full price. I like my current T-Mobile plan that I've had for a number of years and don't mind signing a new contract. However, Google cannot fulfill my purchase of the Nexus One because I'm on what's considered a “corporate” plan. So, I stay with my G1 until I can get something else.
Back when the MyTouch first came out, I overheard a guy asking another about his MyTouch. The MyTouch guy explained everything about the phone, but never mentioned Android.
People ask me about my N1 a lot; many times starting “What kind of iphone is that!?” I usually give my “it's an Android phone” explaination.
I think Google's strategy with the N1 is this type of awareness. I think they believe that if they can seed the public with enough technologically-forward Android devices, that those owners would advocate Android; not branded handsets. With all the reports of them passing these things out like business cards, to every tech enthusiast and developer they cross… I can't imagine their goal is to out-sell anything.
John it isn't just you, I've never seen a broadcast commercial for the Nexus One. I don't believe Google has ever aired one. Those ads you linked to over on YouTube are far to long to run on TV, Google would most likely edit them down to 30 seconds or create new commercials just for broadcast TV, if they ever decide to go that route.
Their “Method” of sale is the winning strategy IMO, and here's why I believe this. Android is now being provided on the four major networks, therefor exposer is coming albeit slower than we that follow would like, but it's there and growing. Now let's separate device from OS for sake of argument (mine). By selling the Nexus One and future Google/Android devices with and without Carrier commitment is a smart move, giving consumers a choice. I'ts been done elsewhere (Europe) and for those who would rather a device with a carrier flavor of android they can get it through the carrier..
Just like good music sells its self. An awesome OS will too.
The nexus one for Google has been more about the introduction to a new way to sell phones which are carrier agnostic. It is a work in progress, and frankly a grand success in that sense. It is a great idea to not be hinged to carriers and that is why other phones are in the works. Hence why other phones in development will be launched in a similar fashion.
It is a Beta to test what will be required when going to large scale. Building support infrastructure, etc. This is the reason the marketing has been non existent.
Many financial analysts are looking at it this way and calling it a success.
This is a baby step in removing phone exclusivity and relegating carrier to being nothing more than dumb pipes for consumption. This is googles goal in the long term for everything, and frankly that is awesome.
The nexus one for Google has been more about the introduction to a new way to sell phones which are carrier agnostic. It is a work in progress, and frankly a grand success in that sense. It is a great idea to not be hinged to carriers and that is why other phones are in the works. Hence why other phones in development will be launched in a similar fashion.
It is a Beta to test what will be required when going to large scale. Building support infrastructure, etc. This is the reason the marketing has been non existent.
Many financial analysts are looking at it this way and calling it a success.
This is a baby step in removing phone exclusivity and relegating carrier to being nothing more than dumb pipes for consumption. This is googles goal in the long term for everything, and frankly that is awesome.
I don't think the ad was for search so much as for brand image. It left a warm, fuzzy feeling of goodness for people who were becoming leery of Google and their growing power.
I think there are problems on multiple fronts for big sales numbers:
1. Most smartphone users are not gadget-geeks to the level that those that comment here are, so most probably don't know about why they would like the phone if they even know about it at all;
2. Carriers. T-Mobile just doesn't have the subscriber base to support huge sales numbers. AT&T does, but most smartphone users on AT&T either already have an iPhone and love it, or have a Blackberry and are die hard BB users (or else they would already have the iPhone);
3. Other than T-Mobile, carriers do not have cheaper plans for those users that bring a phone with them. This is a huge issue for full-price direct sales. You have to have a lot of disposable income to pay retail price, which is inflated over a decent laptop even, and pay the monthly charge from the carrier who has already inflated the subscription fee to recoup subsidies.
Google will be able to get past #'s 1 and 2 with some advertising money and the addition of Verizon and Sprint (carriers without the iPhone with sizeable subscriber-bases), but they won't be able to get past #3 by themselves. It will take a revolution in the way carriers sell plans (more expensive monthly plans for subsidized phones and less expensive monthly plans if no subsidy).
I have written on this same subject abt twice on different sites. Same here i watch tv all the time…i haven't seen a single spot on the N1. Like i said b4..they had the perfect captive audience during the super bowl to unleash at least one or two spots on the N1 instead of the search spot…everyone knows Google is the king of search but the masses still don't know abt the Nexus one. All i wud say is such a killer device but the marketing so far is not up to what this phone cud generate in sales…NOT TOO LATE THOUGH. Why do u think some other phone makers are fretting…cz they know what the N1 and Android is capable of. The upward march of ANDROID is unstopable
The whole idea behind buying a phone online is that you own it and can switch carriers and keep your phone. Well right now the Nexus One is only available T-Mobile and AT&T. But soon it will be on Sprint and Verizon. And that is when you will see Google adds showing the advantages of buying online in more major media; rather than the current “here and there” adds on the net.
This is overanalyzing. The Nexus One's sales troubles are much simpler than that. Google the Droid. Now Google the iPhone. Check out all those links where you can buy them.
Finally, Google the Nexus One. What? Only one link? That doesn't even at first glance really look like a sales link?
For the Nexus One to compete in the sales numbers department, it needs retail presence. Which, right now, it lacks.
no it won't.
no it won't.
no it won't.