Google power to the pixel to be the great rival of the iPhone in Android

When Google bought Android, he did it with a strategy in mind: Create an open and degree operating system to other companies to use it on your smartphones, thus increasing the expansion and scope of their applications and services. This has been successful in many countries, among which is Spain.

This approach was far from Microsoft’sthat with Windows Phone intended to charge a license to each mobile sold with said system. This, which was what I had done with Windows in computers, resulted in a failed bet, and Google took advantage of it. Now the Mountain View giant is beginning to seriously enhance its hardware division, where the Pixel have a great prominence.

Until now Google did not want to encourage the sales of its terminals too much Because that could be angry at their partners, which are the ones that make their applications and services in the hands of their users. In fact, Samsung even threatened to stop using Android first and Google apps by default later and create their own operating system or link more to Microsoft, but Google negotiated so that it was not so.

The pixel as a weapon

Given the possibility that in the medium term many brands (or countries) leave android aside, even in concrete markets, Google seems to be trying to stop being some nicheadvertising them, establishing first level sponsorships and causing them to appear in series and films, something we have seen throughout the last decades with Sony, Nokia or Apple terminals, to mention some.

This has also involved a rise in the price of Google mobileswhich must begin to be profitable by themselves if the company intends to increase its exposure, its expansion and the number of units sold. And it is something we have seen confirmed in recent months.

But Google is accelerating investment in advertising in its Pixel line Towards population segments much less linked to technology. The Nexus were for developers and Early Adopters, But the Pixel are for everyone. We can see this clearly with the agreement that has led to the US company to sponsor giants such as Liverpool Football Club.

The currently the Premier leader has a Agreement since October of last year whereby Google mobiles are team officers. In addition, they have created the Pixel FC Academy to “help young women to enter the media industry and the creation of content about football.”

This agreement also applies to another great of the English Leaguehe Arsenal. It is clear that Google wants to position its mobile brand among the foot user, the one who does not follow the news but is linked to other hobbies, which can even show him products that he did not know, as is the case.

But it is not the only case of Product Placement. The firm led by L actaro Pichai is currently promoting the appearance of their mobiles in films and large -budget series and successas is the case with The White Lotus. Specifically, the upper image is a frame of the fourth chapter of the third season of the series, called “Hide or Seek” and broadcast this year.

But there is Many more cases In recent times. Models of the brand have appeared in very successful series such as The Residence, Daredevil: Born Again, The Pitt and also in films such as Heretic. It is clear that Google wants its mobiles to appear on the screenalso taking advantage of the fact that its peculiar back, with that elongated chamber viewfinder, makes them very recognizable.

Alternative to Android

Given the turbulence we are seeing in international economy and geopolitics, Google begins to consider whether, in the medium or long term, Chinese giants will not set aside Android when they have an opportunity, an alternative to this system. And what alternative could they have? Well, a created by Huawei herself when she had no choice but to stop using Android.

It seems clear that this alternative, Openharmonyis designed to be a direct Android competitor, especially for its approach. Despite being created by Huawei, rival brands can choose to use this system without paying anything to the Chinese giant, which has its own version of it, called Harmonyos. In fact, in 2020 the Global Developer Service Alliance (GDSA) was created, an entity that encompassed the main manufacturers of Chinese mobiles and allowed them to create their own ecosystem that would facilitate developers not to have to create different applications for each mobile brand.

It is the same strategy that Google followed with Android AOSP, the free version of the system, and Android for mobiles with Google services and apps, which did have to receive the approval of the company to be able to be licensed. Huawei has seen that the model is a success and wanted to replicate itin principle for the Chinese market, but nothing indicates that it cannot be an international option.

This would open a schism in the current duality that IOS and Android havethat the vast majority of the market of mobile operating systems are distributed. If a market like China begins to strengthen a third system, it is very likely that it will become an option perhaps not in the United States or Europe, but in Southeast Asia or Africa, and with that traction it could already try to make the leap to other more powerful markets.

Huawei is even trying to position Openharmony as the alternative to Android that Europe needs Now that strategic independence in many aspects is a key factor. According to the company, the different governments of the old continent could use this basis to create their own operating system. Yes, it is true that they could do the same with Android AOSP, but ultimately they would continue to depend on the United States.

Android evolves

Another change that we are starting to see is Android as a system. The basis of the operating system, created by Google, It has always been quite neutral and flatwith functions that were then expanded by brands in their own graphic layers, such as Oppo, Samsung or Xiaomi, to name a few.

But it seems that With Android 16 Google wants to create a sufficiently striking and beautiful interface for users to value it And appreciate. In addition, all artificial intelligence functions will come as standard, and are increasingly useful. And that will imply that Gemini will become the heart of the system, a risky but understandable decision.

Of course, the future not only goes through mobile phones, and Google knows it. In the augmented reality and smart glasses sector, for now he is collaborating with Samsung, with whom he will present one or two models before the end of the year. Here we will have to see if the rest of the manufacturers also choose to try to link to Google or if it directly opts for its own operating system, or at least regional in China.