Google is one of the most well known brands in the world because it is influential, fun, innovative and modern; so it is no surprise that they would go into a new market. Pixel by Google is a challenger brand in the mobile phone market. Google engineered it, designed it and branded it. There are two Pixel phones: Pixel and Pixel XL; in the colours Quite Black and Very White. The size of the Pixel phones range from 5.6 x 2.7 x 0.2 ~ 0.3 inches. From the time mobile phone dinosaurs roamed the earth (1983) to today, the mobile phone has reduced in weight from 907g to Pixel weighing 143g.
Pixel is the highest rated smartphone camera by DxOMark Mobile with a score of 89. It’s features are a battery that lasts all day and takes only 15 mins to charge fully. Unlimited online storage for all your photos and videos. And it’s the first phone with the Google Assistant built in.
Product review- The Pixel is the highest rated smartphone camera by DxOMark Mobile.
Google has launched an extensive advertising campaign to appeal to a wide range of potential customers, and I think a lot of people are impressed. When I saw the ad, I was impressed by the phone and it's features really appealed to me. For example, teenagers take a lot of photos, so the feature of unlimited photo storage would be useful. This impacted my choice in buying this product.
Competing products- Google Pixel has to compete against some of the biggest competition known; Apple and Samsung. However, the Pixel's activations (purchase of the product) were up 112% in busy shopping holidays during 2016, according to new data from mobile app analytics company Localytics. In comparison, iPhone 7 activations were only up 13%. Samsung's Galaxy S7 saw activations grow by 36%, according to the research firm. This shows how much of a threat the new competitor Pixel is to the Mobile Phone industry.
Price- One of the downfalls to Pixel is the price. With all the features and new materials included in the phone, the current price for a Goggle Pixel phone is $1,072. This is one of the reasons Apple and Samsung phones are still steady competitors in the Phone industry.
Marketing- The marketing focuses on selling the Pixel phone as a bundled product; offering not only a phone which can talk and text, but bundling additional products within the phone (eg. camera, iBooks, Wallet, Google Assist) to tap into market segment were they can make a profit. Google Assist uses market segmentation. 25-30% of consumers are over 50 and the baby boomers are not known for their skills with technology. What Google has done is take Apple/ Samsung’s pain points and create a new Google Assistant to help consumers 50 and over battle technology.
Branding- Google, being the 2nd most recognised brand in the world would obviously use its logo to their advantage. The Google G is globally recognised, and it’s on the back of the Pixel, displaying this trademark. It is also featured in all the advertising for this product.
Environmental Consideration- There are ethical considerations with the new Pixel phone as it’s metal components (tin) is sourced from Indonesia using child labour. Google has no toxins policy, which could lead some consumer to have concerns about the mobile phones use and it’s linkage to brain tumours. This would influence my own and others purchasing decision. It is expected as such a prestigious brand that such laws are put in place to protect the workers and the consumers. For more info about this Source, click this link about the ethnicity of consumers: http://www.ethicalconsumer.org/scoredetails.aspx?ProductId=1330237