Online sales have definitely come into their own in recent years. Many companies which operated through the web have made a big transition into it, while others (such as Amazon) found their formative years within online sales. The fact is that despite the stumbling blocks associated with online sales, almost all products have found their way around it. However, it’s clear that online sales are not fool proof yet, as even Google can’t make a success of online mobile phone sales.
Despite the obvious impetus of getting the Nexus One out there, much of Google’s focus for this project was revolutionising the way that phones were sold. Their online setup allowed shoppers to get hold of an unlocked mobile phone, and despite early drives, these petered out as it became apparent that most shoppers wanted the hands on experience before opting to buy. Also, many shoppers missed the option of getting the phone via a contract with a provider.
Initially, Google had intended to use this platform to provide instant worldwide dissemination of their product, and in the long run use it to sell the Nexus Two when and if it becomes available. However, with the online store now struggling, Google are looking to their network partners more to sell their product in-store.
Despite the massive flop of the website, it is in stark contrast to the sales of Android smart phones. Last week we looked into how Android had surpassed Apple in the American marketplace and according to retail experts GfK, almost one in five smart phones now sold in the UK uses Android. Despite the success of Android, it’s interesting to note how much the Nexus One has struggled in sales. Despite the obvious effect that the failure of the website will have had, much of the Nexus One's failings can be put down to the fact that it is essentially a poor man’s HTC Desire.
With sales shifting into high street stores, Head of Mobile Andy Rubin identified that once they “have increased the availability of Nexus One devices in-store, we’ll stop selling the handset via the webstore, and will instead use it as an online store window to showcase a variety of Android phones available globally.”
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