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Google Debuts a New Way To Purchase 'Superphones'

Google has launched what it calls a new way to purchase "superphones" with Android technology, and the first offering is its new Nexus One. Google's Mario Queiroz emphasized "simple" steps, just as Amazon.com did in July. Analysts aren't sure of the difference, but expect Nexus One and other devices to challenge Apple, Inc.'s iPhone. Google officially announced the much-anticipated Nexus One smartphone on Tuesday, along with what it deems a new way for consumers to purchase a mobile phone. The search giant has launched a Google-hosted web store for Android devices.
Mario Queiroz, vice president of product management at Google, said the goal of the new consumer channel is twofold. First, Google aims to offer an efficient way to connect online users with selected Android devices. Second, Google wants to make the overall user experience simple by creating what it believes is a simple purchasing process, simple service  plans from operators, and simple, worry-free delivery and startup.

"Android was developed with one simple idea: Open up mobile devices to enable greater innovation that will benefit users everywhere," Queiroz said. "We first executed on this vision a little over a year ago, when we launched Android on one device with one operator in one country. Today, we have 20 devices with 59 operators in 48 countries and 19 languages."

Google's 'Superphone'

The latest device was designed by Google in its quest to accelerate the pace of innovation. Although Google remains committed to working with its partners to create devices that showcase its software technology, and while Google plans to include other Android devices in its new web store, the first phone on the site is Google's Nexus One.

Queiroz described the Nexus One as 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'," he said. "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."

As expected, HTC manufactures the Nexus One. Its features include a 3.7-inch OLED display, a one-GHz Qualcomm Snapdragon chipset for fast speeds, and noise suppression. The Nexus One runs on Android 2.1, offering capabilities such as a voice-enabled keyboard, Live Wallpapers, a 3-D photo gallery for richer media experiences, all the typical Google applications, and more.

Google's Smartphone Strategy

Some analysts aren't sure how much the Google-hosted web store differs from what Amazon.com already offers. Amazon launched an online store last July that offers cell phones, service plans, comparison shopping features, easy rebate redemption, and free two-day shipping on AT&T  and Verizon Wireless phones. Amazon also touted the "simple" approach.

Will Stofega, a wireless devices analyst at IDC, isn't sure how Google will integrate the phone store with the apps store, or if another phone store is even necessary. What Stofega is betting is that Nexus One, along with yet-to-be-developed Android devices, will eventually become a thorn in Apple's side.

"Nexus One is a marker in the ground and I think we are going to start seeing more and more interesting devices that, in fact, will start to challenge Apple's supremacy," Stofega said. "Apple is the benchmark, but I think what we've seen, even from Droid, is that it's going to be a little more difficult for Apple. There are going to be more interesting things happening with smartphones."