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Is Google crowd-sourcing the Nexus 5 announcement?

Is Google crowd-sourcing the Nexus 5 announcement?
Many of you have been getting pretty fed up with the endless rumors with little verifiable information concerning the Nexus 5; and frankly, we've been getting pretty tired of it around here too. I can't even tell you how often I started a column yesterday that had a title somewhere in the realm of "I'm done, I'm out, I don't f***ing care about the f***ing Nexus 5 anymore. I'll get excited again when it is real." But, I held back on that urge partially because it isn't very professional to have that many f-bombs in a column title, but also because I would have felt like an idiot had I written out my rage only to have the official announcement of the device happen today. 

The general consensus seems to be that the Nexus 5 will finally be announced today, and that announcement will likely happen very very shortly (possibly just as I hit "publish" on this column, at which point it will be lost in the flood of news). But, I've had a thought for the last week or so that has taken a bit of a transformation today, and I wanted to share it. 

The original thought was this: "Is Google delaying the announcement in order to give Kit Kat (the candy) more traffic?" As we all know, the tie-in between Kit Kat and Android has caused a number of theories and a ton of traffic going to the Kit Kat website, Facebook page, and Twitter account, all looking for clues about when Google would finally make the announcement. That original thought was very cynical, possibly not wrong, but definitely cynical. 

The reality is that October 31st was likely the plan all along, meaning there was no cynical "delaying" being done by Google. Halloween has become a day all about candy, so what better day to unveil Android 4.4 KitKat and the flagship devices that will launch with it? Because of this thought, my original cynical theory transformed into the idea that Google never intended on having a bit involved announcement for the new device, and maybe Google just wanted to use the power of the crowd to get the word out. 

To be fair, this is not an original idea, though Google may have played the game in a new way. Apple has always used the rumor mill to generate excitement for new products. In the Steve Jobs era, the rumor mill was used because Apple was extremely secretive and tended to not let things leak unless it was necessary. In the Tim Cook era, Apple has become sloppier. I can't say that Apple has been intentionally leaking as much info as we are getting, because Apple's signature is still the big involved event to announce the new devices; and, those events are dulled quite a bit by the fact that we know all there is to know before we see Tim Cook take the stage. 

Crowd-sourced marketing

But, the Nexus 5 rumor mill has been different. There were enough leaks six weeks ago that designers were able to put together a 3D render of the device. We have essentially known the specs for weeks as well, although the more official-looking confirmations didn't arrive until this past week. A couple days ago, there were so many press renders leaked that another 360-view of the Nexus 5 was built. The only mysteries were in the details of Android 4.4, and what to expect from the Nexus 10. 

And, now today, we've gotten a few leaks concerning Android 4.4 and what to expect from that, not to mention tons more leaks from people around the world who "magically" got their hands on a new Nexus 5 before Google officially announced anything. One way or another, Google has obviously been seeding the information to various sources throughout this process, then Google has let us take it from there. 

This has worked so well because the Nexus line is designed for the tech elite, it is made for the uber-geeks, and those of us who may have just a bit too much time to dedicate to following tech news (or those of us who decided to turn that time-consuming habit into a job). So, we were all too eager to take it upon ourselves to build 3D models, and dissect every bit of evidence for clues. Sure, there were plenty of dead ends and false hopes, but there was enough real information that an accurate picture of what was coming came through. And, because of how long the process went on, many of us are at the point where we don't even want the big announcement event from Google (though it may still happen). We just want the Nexus 5. We did a lot of work to get here, and it's almost time for the reward.

  • Options

posted on 31 Oct 2013, 12:12 7

1. scriptwriter (Posts: 396; Member since: 13 Nov 2012)

Pulling my hair out with frustration!!! Would of LMAO 'd if you had written the article with f-bombs.

posted on 31 Oct 2013, 12:30 1

6. D.Aceveda (Posts: 396; Member since: 30 Jun 2012)

I think it is great marketing, however I believe this WILL back fire on Google if they string it out for too long

Its been 60 days since Sept 1st, the announcement of Kit Kat. People are sick of waiting

posted on 31 Oct 2013, 12:44

12. greyhulk (Posts: 162; Member since: 30 Jun 2010)

But then again, what's the alternative to waiting? Jumping ship to another platform? People can be as sick as they want of waiting. It probably won't change whether or not they buy the device when it's released. The more hype Google builds, the better it will probably sell.

I don't think there are many of us out there who thought these "leaks" were all accident. I strongly suspect that most leaks are intentional at this point.

posted on 31 Oct 2013, 12:55

16. SellPhones82 (Posts: 569; Member since: 11 Dec 2008)

No one outside of the tech-blogs and G+ even know about the Nexus 5. I doubt people will jump to a another OS but many potential buyers will simply buy a phone that IS available. I've seen a good amount of posts were people just bought the Note 3, G2, or Moto X because they got tired of waiting. If nothing happens today or tomorrow people will start to be turned off by the marketing stunt. I still wonder if there will ever be an announcement and if Google will just start selling it on Google Play to see how many Nexus 5 (and KitKat) they can sell without even having any kind of formal announcement. Guess we will find out soon...going back to pressing F5

posted on 31 Oct 2013, 12:58 1

17. akki20892 (Posts: 3902; Member since: 04 Feb 2013)

Hold on buddy hold on, u r now mad, we have to move you in mental hospital.

posted on 31 Oct 2013, 13:51

24. Tommy1960i (Posts: 119; Member since: 11 Oct 2013)

A nice phone
And a good price
To Nexus Hello
To iPhone goodbye

No more problems
Now things are clear
We are out of trouble
The Nexus is here!

posted on 31 Oct 2013, 12:13

2. Hughey2k2 (Posts: 14; Member since: 26 Jul 2012)

Right on!!!

posted on 31 Oct 2013, 12:13

3. iyngr (Posts: 72; Member since: 14 Jul 2013)

Will it be announced by tonight (IST) or not ?

posted on 31 Oct 2013, 12:15 2

4. improv (Posts: 96; Member since: 09 Sep 2013)

I'm hoping for the 11am PST announcement/release rumor.

posted on 31 Oct 2013, 12:18 2

5. Jklaz (Posts: 159; Member since: 01 Jul 2013)

All of the hype and leaks make it more exciting so its a good strategy in my opinion

posted on 31 Oct 2013, 12:32 1

7. alannyny (Posts: 30; Member since: 27 Jun 2012)

I find it very disappointing that Google chose to do a marketing tie-in for the new Android version. It seems tawdry and crass, and certainly Google doesn't need the paltry additional revenue. There's no other upside for Google, really.

The Kit Kat name has been associated with various louche businesses in the past.

Kit Kat the confection isn't recognized worldwide. Neither is Key Lime Pie, but at least (as a regional, traditional favorite) there are people all over the world who will find it interesting to learn about the dessert. Similarly, in the future Google can choose a non-US dessert that many people on hometurf will enjoy learning about.

So what'll it be ... Indian zarda or Turkish zerde?

posted on 31 Oct 2013, 12:50

14. MichaelHeller (Posts: 2707; Member since: 26 May 2011)

There has been no money exchanged between Google and Kit Kat, it's all about visibility and traffic.

posted on 31 Oct 2013, 12:58

18. mc1191 (Posts: 40; Member since: 08 Sep 2012)

Halloween announcement...

What is one of the most famous candies that start with the letter "K"?

Halloween... candies... letter K... Kit Kat...

My logic will be BS if they don't announce it today... lol

posted on 31 Oct 2013, 12:37

8. AfterShock (Posts: 3698; Member since: 02 Nov 2012)

Happy Halloween!

The anticipation is scary.

posted on 31 Oct 2013, 12:37

9. LoveHater (Posts: 180; Member since: 09 Oct 2013)

It had to be dIfferent..... after all THIS IS GOOGLE

posted on 31 Oct 2013, 12:38

10. nanchomex (Posts: 3; Member since: 31 Oct 2013)

I'm debating whether to buy right away or to wait to see if there'll be any black Friday sale (can you imagine if I could get the 32gb on sale)... advice pls

posted on 31 Oct 2013, 12:41

11. greathero1 (Posts: 575; Member since: 13 Jun 2008)

They can keep the leaks coming and build all the hype they feel they need to. My only request is that they have adequate supply so that I don't have to wait 3 1/2 months like with the Nexus 4. Hopefully they also have the white version available at launch as well. I guess I am just waiting for Google to take my money lol.

posted on 31 Oct 2013, 12:50

13. harigrg33 (Posts: 181; Member since: 20 May 2013)

I hope the event is not jst a tea without sugar in it...

posted on 31 Oct 2013, 12:51

15. jove39 (Posts: 1967; Member since: 18 Oct 2011)

Yes...google is crowd sourcing...here is hand-on video -http://www.youtube.com/watch?v=uP0GCzie9u0


posted on 31 Oct 2013, 13:02

19. improv (Posts: 96; Member since: 09 Sep 2013)

it's out!!!

11am was correct!!

posted on 31 Oct 2013, 13:11

20. nanchomex (Posts: 3; Member since: 31 Oct 2013)

well just bought one in black! woo hoo!

posted on 31 Oct 2013, 13:14

21. _PHug_ (Posts: 463; Member since: 11 Oct 2011)

" We did a lot of work to get here, and it's almost time for the reward. " - Phonearena

Or is it?

posted on 31 Oct 2013, 13:29

22. nanchomex (Posts: 3; Member since: 31 Oct 2013)

I like those spigen cases, which one looks better on the black nexus?

posted on 31 Oct 2013, 13:39

23. roldefol (Posts: 4364; Member since: 28 Jan 2011)

Nice work, Michael. I had that exact thought earlier this week. I didn't call it crowdsourcing, but I suspected they would skip the announcement, drop the device in Google Play, and let the tech sites do the rest.

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