Google can incrementally boost its Pixel sales, and in the long run it absolutely needs to.
Google has only re-entered the smartphone market with the Pixel 6 series from 2021 with a lot of promises. The Nexus series of 5 generations ago and earlier was never taken seriously. But things are different now, as Google has conceded several important points.
It is not too late to realize this by looking at the growing sales figures. Pixel device volumes have quadrupled over the past three years. Even if the global market share is still less than 1%, by the third quarter of 2023 Google was able to increase its sales by 76 percent compared to the same period last year. Things continue to go uphill.
Despite still having a small market share, Google always gets a lot of attention for its Pixel devices. Which, in my opinion, has already happened to other iOS challengers in the past, for example Windows Phone. But Google doesn’t seem like the company is failing with its ideas, quite the opposite.
Dependencies must be resolved
canalis Why Google is now serious about its Pixel series and was able to identify four essential points why the strategy works:
- They are challenging growing iOS share globally, starting with developed markets.
- They diversify mobile search revenue away from overreliance on iOS devices.
- Pixel devices enable Google to lead and shape Android’s future strategic direction and development
- Long-term prospects for revenue diversification.
Apple is still a revenue driver for Google, but also a threat. It’s not just in the US that younger and future generations are relying more and more on the iPhone. Google relies on it with its services. But what if the bubble bursts, if Apple replaces or – because of politics – Google has to replace Search?
Google sees this as a big problem in the long run. Today’s younger generation will also grow older at some point and may follow Apple’s dominance in the older age group. It’s going to be very dark for Android and Samsung for the foreseeable future. Google seems to want to respond to this, according to a hotly debated report a while back about new tactics with “Full Throttle”.
Google still seems to be gaining market share from struggling Android makers. But it gives you important presence. It’s more difficult and the goal should be to win over Apple customers. However, this means that the Pixel series must acquit itself a lot and not just be perceived as “another Android brand”.
The great promise of the Pixel series is long-term self-protection. However, for this to happen, the plan has to work and it is a very difficult path.
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