Why Google Pixel lost its ambiance in India
Undoubtedly, Google Pixel is one of the best smartphone cameras in the world. Google Pixel absolutely lags behind the marketing. Though it produces some amazing results in photographs, it just failed to understand the way Indian market works. The Indian premium smartphones like: Vivo, Xiaomi, Samsung, OnePlus, Apple has always impressed Indian users by its amazing marketing skills. Google Pixel keeps trying to highlight only its key features. But that’s not how marketing works. You have to talk about every feature to impress Indian users.
The costs of Google Pixel smartphones are actually overpriced. They are amazing smartphones and there is no doubt in that but competition in Android is vast and brutal. The manufactures of other devices who are considered to be Google Pixel competitors offer similar features at lower prices which is the main reasons why Google Pixel lags behind in India.
The Pixel 4 and the Pixel 4 XL were launched in 2019 at US. These phones won’t be launched in India because of higher bandwidth motion detection technology, they use Soli Radar chip which uses the 60GHz wave frequency which is currently not allowed for commercially use in India. Soli is miniature radar that understands human motions at various scales: from the tap of your finger to the movements of your body.
Pixel 4 has a lot of likable features but the standout (yet gimmicky) feature here would have to be Motion Gestures. The company uses Soli Radar Clip which enables Motion Sense feature, making it possible for users to wave their hand over the Pixel 4 to change tracks, control playback, silent incoming calls, and many more. It appears super useful if it works as intended and is super responsive to the gestures.
However, even if you buy a new Pixel device from overseas, the Motion Sense feature will be disabled when in a geography where the WiGig band is a licensed entity. India’s National Frequency Allocation Plan (NFAP) has disallowed the commercial use of the 60 GHz band in the country.
Due to the failure of Pixel 4 and Pixel 4 XL, Google will soon be launching Pixel 4a. We’re expecting Google to unleash the Pixel 4a in August 2020, it basically got delayed due to Covid-19 pandemic.
Why 60Ghz is not commercially used in India?
The company confirmed this statement as soon as the phone was launched “Google has a wide range of products that we make available in different regions around the world. We determine availability based on a variety of factors, including local trends, and product features. We decided not to make Pixel 4 available in India. We remain committed to our current Pixel phones and look forward to bringing future Pixel devices to India.”
There have been proposals as well as a recommendation from Telecom Regulatory Authority of India(TRAI) in 2015 to unlock 60Ghz frequency for civilian use as unlicensed frequency similar to 2.4GHz and 5GHz that are used by Wi-Fi.
As far as the use of 60GHz frequency in India is concerned, the case of Google Pixel 4 launch will be an issue. Increasingly, 60GHz frequency, because it is unlicensed and available for civilian use in the U.S., Canada, Singapore, Australia, Taiwan, and most European countries, is making an appearance in smart gadgets and networking products. In future, we may see many gadgets that use 60GHz or more not coming to India.
The major aim of Google Pixel devices was to gain iPhone users but it failed to do so. Google pixel always wanted attractions from OnePlus, Samsung and Apple users, which consider its rival. Reality is that they never switched to Pixel devices.
Can upcoming Pixel 4a change the pitch in India?
Pixel 3a made a good sale and was the best mid-ranger smartphone which had the best camera in the industry and stock Android interface with guaranteed updates. Pixel 4a would probably have the few features as its greater self Pixel 4. And according to recent leaks 4a would be priced less than 3a.
If the leak is true then Pixel 4a will make a big turnover in Indian Market. As I said above Indian market has always been choosing the best phone which has an affordable price. And there’s no saying hands down Pixel devices have the best camera and their guaranteed OS updates makes the audience turn to it automatically. With recent Pixel 4a leaks it said it had scored great AnTuTu benchmark with 70% score which Pixel 4 achieved. Having that kind of score with a price less than 3a is an incredible thing which sure will attract the market and makes Pixel 4a a great competition in the market.
Will the other upcoming smartphone erase the Pixel vibe when it releases? If so how should Google approach?
This is a tough talk in India especially where most of the consumers are behind the big numbers or quantity written on the paper (eg 108MP camera, Quad camera, 12GB RAM). Well, Pixel doesn’t go with big numbers they keep it simple and straight forward. Even though 3a says 12MP it’s the best one in the industry. But not everyone does the deep research on a particular device and purchases it.
So keeping this in mind it will be a big trouble for Google to have their best sale in India. I won’t say that Google should also add big numbers. When peoples mind has set into a phase that big numbers means better output (even though it’s not true on all the devices), Google has to concentrate better on their Marketing strategies and develop ideas in which they can show everyone that their device is the best even with small numbers and advertise a lot about Pros of having Pixel device.
Other brands like Xiaomi, Oppo and Vivo have control over the consumers head with their frequent launches of new device and providing large numbers. Pixel has to gain a step over them. Even if they decrease the price to very low unless large advertising is done Indian consumers will never know the magic of owning a Pixel device.
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