Google's focus with the Nexus program has changed over the years as proven by television ads

Google's focus with the Nexus program has changed over the years as proven by television ads
If you were anywhere near a television on Sunday, you might have seen Google's two commercials for the LG produced Nexus 5X and the Huawei built Nexus 6P. Not much was changed from the spot that was used last year to promote Motorola's Nexus 6. In each ad, the phone's features are listed against a backdrop of a turning and gyrating phone.

What is interesting is that the ads seem to confirm that with the Nexus program, Google has lost its way. Originally, the stock Android program was designed for developers. An ad for the Nexus One even mentioned developers, which is something that you wouldn't see now. Consider that back in March 2010, developers with an app scoring 3.5 stars or better, and with 5000 unique downloads, received a free Nexus One or Motorola DROID. Both were stock Android handsets, and a Google spokesman even said at the time, "We hope that offering devices to developers will make it easier for them to create and test great applications." The previous month, Google gave out 70 free Nexus One handsets to developers at the London Android Developers Lab.

Nowadays, the Nexus program has become less developer oriented and instead of showing off the things that Android can do, the Nexus 5X and Nexus 6P have merely become two more competitors for Android manufacturers. Notice how the ads for both the Nexus One and Nexus S concentrate on Android, and say very little about the phones themselves (especially the Nexus S spot). The ads for the new Nexus models are all about the handsets. To put it simply, the focus of these Nexus ads has shifted over the years from the software to the hardware. Which means they have become less an advertisement for Android, and more a commercial to promote the phones.

Check out the ads for the Nexus 6P, Nexus 5X, Nexus One and Nexus S by clicking on the video slideshow below.


source: StealMyGadgets, N2CHD, ">iHackiPods via TheVerge

FEATURED VIDEO

16 Comments

1. wargreymon

Posts: 764; Member since: Nov 05, 2013

Considering how long nexus has been around now it's common knowledge for serious developers to know about them. So instead they can focus more on other people.

2. Commentator

Posts: 3723; Member since: Aug 16, 2011

It makes sense for Google to do this, and at any rate I don't think Samsung et al will have to worry too much about Google taking their market. These ads are clearly geared towards tech-minded people, hence why they're just spinning phones and spec sheets. They really don't make any attempt at connecting at a personal level, like they've done in the past with Google Now and Android advertisements. Google's not going after the normal consumer here (they're going after the abnormal one!)

4. EnigmaticPsychotic

Posts: 70; Member since: Nov 26, 2013

Dr. Frederick Frankenstein:Now that brain that you gave me. Was it Hans Delbruck's? Igor: No. Dr. Frederick Frankenstein: Ah! Very good. Would you mind telling me whose brain I DID put in? Igor: Then you won't be angry? Dr. Frederick Frankenstein: I will NOT be angry. Igor: Abby someone. Dr. Frederick Frankenstein: Abby someone. Abby who? Igor: Abby... Normal. Dr. Frederick Frankenstein:Abby Normal? Igor: I'm almost sure that was the name. Dr. Frederick Frankenstein: Are you saying that I put an abnormal brain into a seven and a half foot long, fifty-four inch wide GORILLA? *grabs Igor and starts throttling him* Dr. Frederick Frankenstein: Is that what you're telling me?

9. strudelz100

Posts: 646; Member since: Aug 20, 2014

You couldn't be farther off. Samsung is successful because its the only OEM that has garnered MAINSTREAM APPEAL by inventing catchy slogans and commercials. 99% of users have no tech knowledge whatsoever, so appealing to tech-minded people is a losing strategy.

10. jroc74

Posts: 6023; Member since: Dec 30, 2010

I agree. Just listening to kids debate about PS4 vs XBO...so much be favored towards the PS4 being the better console. Technically its true. And the specs they debate about didnt come from Sony ads...it came from word of mouth, forum posts, tech articles.

11. Commentator

Posts: 3723; Member since: Aug 16, 2011

Google's NOT appealing to the mainstream and that's fine. Google is INTENTIONALLY appealing to JUST THAT 1% with these commercials. Not a losing strategy WHATSOEVER if that is their intent. If there's one thing Google knows it's how to market to a demographic. Google is marketing to those in-the-know, and I don't even think these ads are necessarily about garnering a larger market; sometimes ads are just about keeping the one you have. Sorry, was I confusing or...?

12. Commentator

Posts: 3723; Member since: Aug 16, 2011

To elaborate: Could Google have aired some hammy commercial about how the Nexus improve people's lives by doing x, y, and z? Yeah. Could they have invented a catchy slogan like "if it's not a Nexus, it's not a Nexus"? Absolutely. ...But they didn't. And as much as you the internet-commenter may thing that is a "losing strategy" I'm willing to bet the marketing guys at the second-most-valuable company in the world probably know what they're doing. Hence why they shouldn't worry (because HTC and Sony have enough to worry about as it is.) Google doesn't need or want the Nexus line to compete head-to-head with Galaxy, or iPhone, or even One or Xperia. So that's why they don't need an ad campaign that goes head-to-head with Samsung, or Apple, or HTC, or Sony.

14. Commentator

Posts: 3723; Member since: Aug 16, 2011

Sorry, last line of paragraph 2 should've been last line of paragraph 3! :P

3. strudelz100

Posts: 646; Member since: Aug 20, 2014

Android is toast unless Google moves to closed source and controls ALL software updates. Security updates distributed by carriers and OEM's will never be fast enough to defend against the new, exploding hacking industry. This will be the death of Android. Stagefright IS just the start: and the vast majority of Android users are still vulnerable. Google's new strategy mirrors Apple for a good reason. Direct updates from the source are the only way to roll. Every security weakness in iOS is literally patched in DAYS across ALL supported devices.

6. Hexa-core

Posts: 2131; Member since: Aug 11, 2015

Close and Open source both have thier advantages and disadvantages as well. Keep your fanboysm to yourself, not everyone likes jail, nor want to pay top dollar for an OS, and still not having full control over it. because it's like Apple owns your device, even after you've paid for it!

7. strudelz100

Posts: 646; Member since: Aug 20, 2014

Using Google requires you give up all anonymity and privacy. It's literally the price you pay to use G Services. What I brought up is a 100% VALID point that MANY mobile experts share with me: Android software security updates consistently lag FAR behind the development of new cyber attacks and malware. Period. It's not opinion: It's a FACT. Google is pushing hardware because its BOTH more secure and easy to update directly AND more profitable. Fanboyism.......Name calling? Stop living in a fantasy world sad child. Grow up. This is not a infantile competition. You may not prefer Apple devices, but Google is clearly strategizing to make their products MORE like Apple and has been for YEARS already.

15. rick_mobile

Posts: 358; Member since: Dec 13, 2010

Just writing "FACT" does not mean something is a fact. Sources please. Just because you say something and emphasize on it with uppercase and exclamation marks does not make it true. Nor do your random numbers. Big appeal to false authority, and false cause fallacies... The irony seems to be lost in this iSheep I will ask you nicely to get your head out of your ass and go play with your iPhone under a tree.

5. Hexa-core

Posts: 2131; Member since: Aug 11, 2015

Close and Open source both have thier advantages and disadvantages as well. Keep your fanboysm to yourself, not everyone likes jail, nor want to pay top dollar for an OS, and still not having full control over it. because it's like Apple owns your device, even after you've paid for it!

8. strudelz100

Posts: 646; Member since: Aug 20, 2014

New to forums? Nice double post.

16. Hexa-core

Posts: 2131; Member since: Aug 11, 2015

No dude, it's my browser's fault.

13. CincyGuy

Posts: 31; Member since: Oct 19, 2015

This is a natural progression for Google to compete with Apple and a reinvigorated Microsoft, who just had their most exciting hardware announcements in years with Surface Pro 4, Surface Book, and new phones. The only thing that has me scratching my head is why Google just didn't keep Motorola and start pumping out their own Nexus phones. Maybe it was too soon. Anyway, a lot of Android handset manufacturers will bail out of the business over the next few years. HTC and Sony are the two likeliest to go in 2016, with pretty much everyone else except Samsung barely eking out a profit. Maybe Google will just buy one of these companies outright for pennies on the dollar within a couple of years and really start making their own handsets. It is clear the Android ecosystem is not healthy, with so many phones not getting timely updates and now especially with all of the malware issues out there. Combined with the big cellular providers getting away from contracts, and more phone manufacturers selling unlocked phones directly to consumers (which will work on all US carriers), the landscape will change dramatically over the next 3 years. I think Google will need to start making their own handsets to ensure a quality experience for consumers, and for Google to stay competitive with Apple. It is just a matter of how long and what form that will take.

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