20100516

Euphemism PR 101 : "Nexus One changes in availability"

As Andy Rubin, VP, Engineering, put it in Google's most elaborate backpedaling announcement ever, "innovation requires constant iteration".

I can't wait to see the next iteration of such innovative PR.

A few months ago, when Google was trumpeting online distribution for its Nexus One, I pointed out that "Google are not into distribution, IRL.*" This operation was bound to fail : not only because this is not Big G's trade, but also because Big G cannot grow bigger in every single dimension without endangering its own stability, including from a regulator's point of view. Furthermore, yes, "it's clear that many customers like a hands-on experience before buying a phone, and they also want a wide range of service plans to chose from".

So the only questions were "when" and "how". When would Google stop this joke ? The answer is today. For the "where", the official Google Blog was the natural channel. Now I really loved the "how" they did it :

- Google is not stopping online sales : "
Nexus One changes in availability"

- Google is not abandonning independence : it offers "more retail availability" and is going to be "working with partners"

- Google is not closing its online store : "we'll stop selling handsets via the web store, and will instead use it as an online store window", and we even call this innovation "from retail to viewing".

Now it takes guts to deliver such a pitch without guffawing. Google probably learned that skill from Chinese authorities.

mot-bile 2010

* "
Google Phone At Hand. No Kindling."



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