Google’s CEO in India, Sundar Pichai, is a big fan of artificial intelligence (AI). There is no doubt that they are the beginnings of artificial intelligence, but for him it is the most promising technology of the New Age, which can potentially change the way companies work and develop.
Now AI on smartphones is nothing new. Apple’s Siri, Samsung’s Bixby and Google’s Google Wizard are evolving as people communicate with their devices. But this time, Pichai bet heavily on a mix of AI, software and hardware to take on Apple and Samsung, the undisputed leaders of the premium segment.
Industry analysts believe there is room for Google Pixel 2 and 2 XL, released on Wednesday, to become serious contenders in the segment. With good innovations and improvements in their sales and marketing network, these analysts say that Pixel could become a headache for Apple and Samsung in the coming days.
Currently, Pixel, which was launched for the first time last year, owns less than two percent of the world market. “Whatever the look of new Google brand smartphones, the biggest challenge is how to truly become a hardware (and) business to make it available to consumers in the store,” said Thomas Husson, vice president and analyst senior at Forrester.
“This means controlling the supply chain, working with operators and other distribution channels, training suppliers and investing heavily in marketing. This is not a small task and is far enough away from the company’s DNA,” Husson said.
However, Google does everything possible to have an impact. Last month, it acquired part of HTC Corporation’s mobile division team based in Taiwan for $ 1.1 billion. This team worked with Google to develop their Pixel smartphones. This is the second time that Google has acquired a manufacturer of smartphones. Announced a $ 12.5 billion acquisition of Motorola Mobility six years ago and sold it to Lenovo in 2014.
According to Navkendar Singh, Senior Research Manager of IDC India, this underscores Google’s ambitions as a serious smartphone maker. “However, given the design language, it seems that Google wants to play the game of premium smartphones more of a software angle than the hardware,” Singh said.
In the high-end market, design, appearance and overall aesthetics count much more than a smart phone that works well and is pragmatic. “With the recent launch of Samsung Galaxy Note8 and the upcoming iPhone X with a full screen, glassesless screens and a global design, Apple and Samsung have improved the language of aesthetics and design, Singh.
Given this, the Pixel 2 range will face a challenging challenge to get the desired volumes at the end of the market premium. “Having said that, early reports suggest that the camera is still a highlight of the Pixel range, as well as offering an Android experience with updates available as soon as they come out,” adds IDC analyst India. Launched last year, Google’s pixel has started well.
Tarun Pathak, Associate Director of Mobile Devices and Ecosystems, Counterpoint Research, said that while not managing a large market share, the device has attracted the attention of users, especially those looking for Android Premium Segment. “This is likely to give a boost to the Pixel 2 family that has been considered very close to Samsung’s headlamps. In short, it could be a long time before Pixel has a significant impact on Apple or Samsung, but provides an alternative to users looking for something beyond these two brands, “said Pathak.
Speaking at a busy San Francisco event at the launch of the new Pixel family, Pichai said: “The calculation will now be conversational, environmental and contextual.This is a unique moment in time, when Google can collect artificial intelligence, software and hardware. ” To remain a relevant platform between consumers and brands, Google must feed its computer data to make its software smarter. “This relevant information will increasingly come from a more integrated hardware experience, as shown in Google Lens. To catch up with Apple and its ‘ARKit’, Google was right in reminding its ecosystem how AR becomes a part of its platform with ARCore and Google Lens, “said Husson.