Google transforms it Nexus strategy into hero device portfolio strategy

With the acquisition of Motorola, Google needed to change its Nexus device strategy.

At major every software release of Android, Google picked up a vendor and worked with it on a hero device with the full Android experience (No UI on top). These devices were then branded Google Nexus by manufacturer X.

Now that Motorola is a Google company, suspicion is lurking around. Will Motorola get a competitive advantage of 3 to 6 months? It is not a big deal for Chinese makers like Huawei and ZTE but more of a showstopper for Samsung. And after all Samsung is the most successful Android powered manufacturer with its Galaxy portfolio.

Samsung Galaxy SIII

This Nexus portfolio is both a blessing and a curse: manufacturers will be able to launch devices with the latest Android release but at the time they won’t be able to customize the devices or put their own services on board.

With this new strategy Google succeeds in three ways:

  • Block customization of hero devices
  • Maintain the manufacturer momentum behind Android
  • Give time to Motorola to ramp up and try to overtake Samsung

Maybe its time for Samsung to start a new platform on its own beyond Tizien and Bada, and acquire an advanced mobile OS like RIM’s QNX.

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