Apple really succeeded in creating massive expectations around around the launch of iPhone two years ago. A successful promotion all together, where users were convinced about the excellence of the phone months before they had even seen it. When Google now introduces the challenger Nexus One, my first thought is why they don’t reuse the exceptional marketing success of Apple.
As late as in November, Google denied that they were planning to make their own phone. One month before launch, it was tested by Google employees, but without any confirmations from Google that they were actually presenting a phone.On January 5th, Nexus One was introduced, based on the operating system Android. It will not be sold through any retailers – only through the Apple web store.
Lower price on a premium product
The price on an unlocked telephone is around 500 USD, which is lower than what you pay for an iPhone. Keeping the price down is probably one of the reasons for avoiding retailers, but once again I wonder what Google has in mind. To offer a premium product at a “low” price usually doesn’t provide any sence of quality.
The marketing is also modest – at least when it comes to traditional marketing. Commercials on TV, in magazines and radio will not be selling Nexus One.
Why complicate èveryting?
Why not just copy the success story of Apple – hausse the phone months before launch, give it a high price to make it even more attractive, make it easy to buy in your nearest telephone store and then use the whole marketing budget to make sure that no one will miss that it’s available?
I think that we can just lean back and wait for the next step. Google knows exactly what they’re doing. They are not really beginners in the marketing business! They know exactly how to create awareness around a product. Young people are discussing, asking questions, expecting replies, and want to feel close to the brand they decide to follow.
Thinking of the core business of Google, the web and social media will do the job. The Nexus One buzz actually started out with a single tweet on December 11th:
"Stuck in mass of traffic leaving work post last all hands of 2009. ZOMG we had fireworks and we all got the new Google phone. It’s beautiful"
By chance there is already an official Youtube channel with all imaginable information about how to use the phone, the discussions at Twitter are unflagging and there are numerous groups and pages entirely about Nexus One.
The spring will be exciting and Google will for sure contribute to the redesign of the marketing arena.
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