Google's phone that really isn't

06-01-2010

by Ralph Averbuch

Google's ambition isn't to sell phones, it's to make others do it better.

With the widely discussed Nexus One now out of hiding, we can wonder at the reasoning behind Google's decision to take a leading role in the launch of this HTC device. Launched at Google's Silicon Valley headquarters and feted as the software giant's own phone, the device boasts the latest version of Android 2.1 (Eclair), a bigger screen, faster processor, new and better software, et cetera. But in practice it's a "Google" phone in name only. It's no more a Google device than, say, the Hero, also produced by HTC, or even Motorola's Droid. There's already a host of critics jumping up to declare that the phone's surely doomed to failure and will damage Google's relationship with other handset makers. This is a reasonable argument but it lacks credibility. With some 48 devices already running various flavours of Android and many more manufacturers keen to adopt a standardised (and customisable) mobile platform backed by a big player, it's unlikely that Google's decision to closely associate itself with this particular device will make much difference to the long-term prospects for Android's market success. However, in bringing its brand squarely behind this latest HTC device, Google sets an Android device benchmark for all manufacturers to beat. And perhaps, after all, that's really what Google wants to do. It's set a cat amongst the pigeons in the hope that it will really make them fly. It all adds to more momentum for Android, not less -- and whatever happens, Google is likely to be the winner...again. Let the pre-ordering (with Vodafone in Europe at a rumoured EUR200 with contract) begin.

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