March 30, 2012
Google Plans Tablet Store to Take On Amazon and Apple
If at first you don’t succeed… Coming off an unsuccessful attempt to sell an Android smartphone back in 2010, Google is planning to launch an online store similar to Amazon and Apple to sell co-branded tablet devices, according to The Wall Street Journal.
Google’s move comes as Apple has gotten a boost from its new iPad and Amazon has made a splash with its Kindle Fire tablet. Apple dominates market share of the category with Android devices a distant second.
In a recent VentureBeat review, Devindra Hardawar wrote of the new iPad, “It feels so much better than any Android tablet that I’ve tested (and that’s a lot of tablets), that it’s sort of embarrassing for Google.”
Google’s planned store will sell a variety of co-branded tablets from different manufacturers including AsusTek Computer, Motorola and Samsung, according to sources who spoke with the Journal. Google will help to subsidize the hardware for manufacturers who have yet to crack the consumer code on tablets in the face of the iPad’s growing popularity.
A ZDNet blog by Christopher Dawson is less than bullish on Google’s prospects as outlined by the Journal, but he thinks the company will at least “have the opportunity to heavily market the tablets and take advantage of its considerable reach online and, more recently, in traditional media, to capture potential customers and educate the market on the value of Android tablets.”
- Google Heightens Rivalry With iPad – The Wall Street Journal
- Google to sell a branded tablet – Android game-changer? – ZDNet
- Google may sell its own tablets this summer, perhaps made by Samsung, Asus – The Washington Post
- Apple’s new iPad: a stark reminder why few Android tablets matter (review) – VentureBeat
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Discussion Questions
Discussion Questions: What will Google need to do to succeed with an online Android tablet store? Is a physical store presence a la Apple necessary to succeed or will an e-commerce-only operation like Amazon be enough?
Poll
In my opinion, Google is delving into the hardware space because of competition. Do they really offer something as user-friendly as the iPhone or the iPad? But, I give Google credit for thinking outside of the box. How many of us marketers could use that on a daily basis?
If they do indeed start to sell more than just smartphones, and dip into the tablet space, perhaps a physical store would ultimately be valuable, if enough consumers purchase. I’d like to see Google utilize their brilliant technology to create a new type of storefront, still physical, but perhaps search-friendly for easy browsing/purchasing in the store.
In order for Google to succeed with a tablet store it is going to have to do something more radical and aggressive than this. Apple is dominant and the new iPad is only going to further their dominance. Amazon is its only real threat, though a viable one at that. The opportunity for Google is to find a retail partner (e.g., a Target) who can and wants to dominate across channels.
In a related news story, Google Wallet is in serious danger of getting overtaken by ISIS — the digital wallet with a greater number of partners and participants. It seems to me that one of Google’s problems is faulty collaboration. Don’t get me wrong, Google collaborates a lot and well. However, competitors may be doing them… just… one… better.
When it comes to launching the tablet store, getting enough input to not only be appealing, but really compete, is critical to success. When you are the only game in town, it is easier to act unilaterally and still succeed. Maybe it is time for them to link arms with the many.
I’m not entirely sold on the notion that the tablet will be an enduring platform. There’s a market for something between a laptop and a phone, but, to me, the tablet as a platform has that bad minidisc, eight track, beta max feel to it.
Better for Google to think about what that next platform looks like than to fight for the right to be the third or fourth best digital buggy whip manufacturer.
It makes sense they want to establish a direct channel with the customer, but they shouldn’t shoot themselves in the foot with established retailers. The focus here has been on how they compete with Amazon and Apple, but both of those companies also partner with physical retailers to get their wares in front of the shopper.
In order to maximize the execution, Google should augment their online tablet store with in-store experiences. Given yesterday’s announcement from Best Buy, there should be some opportunities to design and implement consistent Google ‘shop-in-shop’ experiences inside of Best Buy stores as Apple has done. Combine this with a number of flagship locations like Nike has done with its NikeTown locations will help enhance the brand offering.
Despite the success of online retail, people still want to be surprised and delighted in the tangible sensory discovery process that cannot be replaced by virtual transaction. Today’s connected consumer expects a cross-channel experience. It’s not a question of one or the other, but rather a synchronized, innovative, personal and relevant approach across channels — mobile, online, on-air and in-store.
Google needs to provide the consumer with what they need. Android users are more technical that iPhone users.
Tech Support – The key requirement would be a high level of technical support would be key.
Selection – The availability of a large selection of cool gadgets the Apple goes not offer.
Training – Have hands-on training sessions to convert non-technical iPhone users into Android users.
The big thing is, what will generate footfall? I think Google needs to create a life style center, which is a lot of the Apple appeal.
It’s a long shot, but not impossible.
Before considering brick and mortar locations, or e-commerce operations, Google will need to establish a position for their product that is far removed from “not Apple.” In other words, determine who their core Google customers are and build a tablet around them.
Google needs to promote not just the technology, but the mindset of their consumer, the lifestyle, and how their tablet improves, facilitates, and completes them.
Google will have a difficult time competing against either Amazon, Apple or any of the big techs until they gain a reputation of expertise in the field. Amazon is coming along. Apple is strong. I don’t see Google even a distant third.
Find a better form factor for their tablet at a better price.
Apple’s success is simple. Make it great to work with, touch, and hold. Google needs to do the same. They need a better design standard. This requires a better design overall, as well as differentiated ways to use advanced technologies. Apple’s technologies are not cutting edge, and that is their greatest weakness. Google has the opportunity to make it thinner, feel better, and run faster for a longer time. Faster connection speeds, brighter screens, higher resolution, higher contrast colors tied to faster on-board memory and a faster solid state drive will make the Google tablet a better winner. Then sell it at a slightly lower price and they will be unstoppable!
Okay, I’m just going to say it…I don’t see any reason why Google needs to be in the retail business. They are a neutral platform and therefore to me, they should show no allegiances. There, I said it!
The challenge with e-readers and tablets is apart from your technophile superusers most people need to get their hands on them to become confident that the experience is good and is worth it. An e-store doesn’t do that. We’ve seen that Amazon is going to experiment with its own bricks and mortar, definitely a direct response to both the Apple store and the Nook store in Barnes & Noble locations. We’ve seen that Microsoft is opening stores in direct response to Apple stores, featuring Windows Mobile devices among other things. While the clear trend has been toward internet-based commerce, in this case we have seen that there is value in physical showrooms. Other industries like automobiles and mattresses experience this factor as well, where there value in buyers being able to interact with the physical product before making a decision.
What’s different about Android is that Google already has a physical footprint in a whole lot of wireless carrier locations. Thousands of Verizon, AT&T, T-Mobile, and Sprint stores are doing exactly that. It’s hard to imagine Google putting enough of a footprint out there to materially affect Android adoption.
Online is another matter. Google has all kinds of advantages with its own store, such as a page rank of 10, better SEO knowledge than anyone else, free house ads in AdWords, 100% availability, and local versions in dozens of languages and hundreds of countries. It’s hard for even the likes of Apple to compete on an even footing.
So I say the online store has lots of potential for Google, but brick and mortar probably doesn’t make sense.
With all that is going in retail, I am not surprised, but delighted see another dimension of selling to consumers is happening. Cannot wait to see the type tablets offered and compare them to ones out there already. I am looking for a tablet that has voice feature can ask for a restaurant, menu, name of chef, specials of the day, directions, make reservation before parking car in the parking lot.
Having GOOGLE do so is a great thing see how everything is going in interactive media. It’s exciting times for those us who can participate; the challenge is to get the rest of consumers involved, who are sitting on sidelines not able to afford services, hardware, etc.
Whoever can offer great products and come up with a multi-tier payment service will succeed in getting most members to use their products.
Google will need a compelling tablet before it succeeds with an online tablet store. An e-commerce-only approach hasn’t been enough for Amazon — they’re opening brick-and-mortar locations in order to get more Kindle Fires in the hands of prospective buyers — so Google should succeed first with Android tablets in the physical space, then take that sales momentum online.
Wow, time flies! It’s now 2023 and it looks like Google has made another attempt in the tablet market. With the dominance of Apple and Amazon in the tablet industry, it will be interesting to see if Google can make a mark and stand out with its co-branded tablet offerings from top manufacturers. Let’s see if the search giant’s reach and marketing efforts will pay off in capturing a slice of the tablet market. For all the latest updates and reviews on tablet technology, be sure to check out Tablet Feast!
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In my opinion, Google is delving into the hardware space because of competition. Do they really offer something as user-friendly as the iPhone or the iPad? But, I give Google credit for thinking outside of the box. How many of us marketers could use that on a daily basis?
If they do indeed start to sell more than just smartphones, and dip into the tablet space, perhaps a physical store would ultimately be valuable, if enough consumers purchase. I’d like to see Google utilize their brilliant technology to create a new type of storefront, still physical, but perhaps search-friendly for easy browsing/purchasing in the store.
In order for Google to succeed with a tablet store it is going to have to do something more radical and aggressive than this. Apple is dominant and the new iPad is only going to further their dominance. Amazon is its only real threat, though a viable one at that. The opportunity for Google is to find a retail partner (e.g., a Target) who can and wants to dominate across channels.
In a related news story, Google Wallet is in serious danger of getting overtaken by ISIS — the digital wallet with a greater number of partners and participants. It seems to me that one of Google’s problems is faulty collaboration. Don’t get me wrong, Google collaborates a lot and well. However, competitors may be doing them… just… one… better.
When it comes to launching the tablet store, getting enough input to not only be appealing, but really compete, is critical to success. When you are the only game in town, it is easier to act unilaterally and still succeed. Maybe it is time for them to link arms with the many.
I’m not entirely sold on the notion that the tablet will be an enduring platform. There’s a market for something between a laptop and a phone, but, to me, the tablet as a platform has that bad minidisc, eight track, beta max feel to it.
Better for Google to think about what that next platform looks like than to fight for the right to be the third or fourth best digital buggy whip manufacturer.
It makes sense they want to establish a direct channel with the customer, but they shouldn’t shoot themselves in the foot with established retailers. The focus here has been on how they compete with Amazon and Apple, but both of those companies also partner with physical retailers to get their wares in front of the shopper.
In order to maximize the execution, Google should augment their online tablet store with in-store experiences. Given yesterday’s announcement from Best Buy, there should be some opportunities to design and implement consistent Google ‘shop-in-shop’ experiences inside of Best Buy stores as Apple has done. Combine this with a number of flagship locations like Nike has done with its NikeTown locations will help enhance the brand offering.
Despite the success of online retail, people still want to be surprised and delighted in the tangible sensory discovery process that cannot be replaced by virtual transaction. Today’s connected consumer expects a cross-channel experience. It’s not a question of one or the other, but rather a synchronized, innovative, personal and relevant approach across channels — mobile, online, on-air and in-store.
Google needs to provide the consumer with what they need. Android users are more technical that iPhone users.
Tech Support – The key requirement would be a high level of technical support would be key.
Selection – The availability of a large selection of cool gadgets the Apple goes not offer.
Training – Have hands-on training sessions to convert non-technical iPhone users into Android users.
The big thing is, what will generate footfall? I think Google needs to create a life style center, which is a lot of the Apple appeal.
It’s a long shot, but not impossible.
Before considering brick and mortar locations, or e-commerce operations, Google will need to establish a position for their product that is far removed from “not Apple.” In other words, determine who their core Google customers are and build a tablet around them.
Google needs to promote not just the technology, but the mindset of their consumer, the lifestyle, and how their tablet improves, facilitates, and completes them.
Google will have a difficult time competing against either Amazon, Apple or any of the big techs until they gain a reputation of expertise in the field. Amazon is coming along. Apple is strong. I don’t see Google even a distant third.
Find a better form factor for their tablet at a better price.
Apple’s success is simple. Make it great to work with, touch, and hold. Google needs to do the same. They need a better design standard. This requires a better design overall, as well as differentiated ways to use advanced technologies. Apple’s technologies are not cutting edge, and that is their greatest weakness. Google has the opportunity to make it thinner, feel better, and run faster for a longer time. Faster connection speeds, brighter screens, higher resolution, higher contrast colors tied to faster on-board memory and a faster solid state drive will make the Google tablet a better winner. Then sell it at a slightly lower price and they will be unstoppable!
Okay, I’m just going to say it…I don’t see any reason why Google needs to be in the retail business. They are a neutral platform and therefore to me, they should show no allegiances. There, I said it!
The challenge with e-readers and tablets is apart from your technophile superusers most people need to get their hands on them to become confident that the experience is good and is worth it. An e-store doesn’t do that. We’ve seen that Amazon is going to experiment with its own bricks and mortar, definitely a direct response to both the Apple store and the Nook store in Barnes & Noble locations. We’ve seen that Microsoft is opening stores in direct response to Apple stores, featuring Windows Mobile devices among other things. While the clear trend has been toward internet-based commerce, in this case we have seen that there is value in physical showrooms. Other industries like automobiles and mattresses experience this factor as well, where there value in buyers being able to interact with the physical product before making a decision.
What’s different about Android is that Google already has a physical footprint in a whole lot of wireless carrier locations. Thousands of Verizon, AT&T, T-Mobile, and Sprint stores are doing exactly that. It’s hard to imagine Google putting enough of a footprint out there to materially affect Android adoption.
Online is another matter. Google has all kinds of advantages with its own store, such as a page rank of 10, better SEO knowledge than anyone else, free house ads in AdWords, 100% availability, and local versions in dozens of languages and hundreds of countries. It’s hard for even the likes of Apple to compete on an even footing.
So I say the online store has lots of potential for Google, but brick and mortar probably doesn’t make sense.
With all that is going in retail, I am not surprised, but delighted see another dimension of selling to consumers is happening. Cannot wait to see the type tablets offered and compare them to ones out there already. I am looking for a tablet that has voice feature can ask for a restaurant, menu, name of chef, specials of the day, directions, make reservation before parking car in the parking lot.
Having GOOGLE do so is a great thing see how everything is going in interactive media. It’s exciting times for those us who can participate; the challenge is to get the rest of consumers involved, who are sitting on sidelines not able to afford services, hardware, etc.
Whoever can offer great products and come up with a multi-tier payment service will succeed in getting most members to use their products.
Google will need a compelling tablet before it succeeds with an online tablet store. An e-commerce-only approach hasn’t been enough for Amazon — they’re opening brick-and-mortar locations in order to get more Kindle Fires in the hands of prospective buyers — so Google should succeed first with Android tablets in the physical space, then take that sales momentum online.
Wow, time flies! It’s now 2023 and it looks like Google has made another attempt in the tablet market. With the dominance of Apple and Amazon in the tablet industry, it will be interesting to see if Google can make a mark and stand out with its co-branded tablet offerings from top manufacturers. Let’s see if the search giant’s reach and marketing efforts will pay off in capturing a slice of the tablet market. For all the latest updates and reviews on tablet technology, be sure to check out Tablet Feast!