Pixels are not adding up to make a perfect picture for global technology giant Google. Certainly not in India, the world’s fastest growing and second largest mobile phone market after China.
Google’s Pixel smartphone was launched in India with an advertising blitz in October 2016. And given its super premium positioning, November 2016’s demonetisation wasn’t an inhibiting factor. But sales have been tepid at best, say retailers and analysts.
Comparisons with the failure of Google’s low-end smartphone project, Android One, are beginning to be made.
Retailers and industry insiders say Pixel sales have not taken off mainly thanks to very high prices – Rs 57,000 upwards – and the greater brand pull of Apple’s iPhones and Samsung Galaxy variants in the super premium category.
Sales data are not shared by Google or retailers. But shipments are an indication. Google has shipped around 30,000 Pixel phone units during the initial launch period and around 10,000 more subsequently, industry insiders said.
They added that Apple and Samsung shipments over the same period came to lakhs of units. Analysts said Pixel had captured the No. 3 spot, behind Apple and Samsung, in the first two months after launch, in the Rs 40,000-plus category, getting a 5% share. But since then Pixel has lost substantial ground, they told EToff the record.
But a Google spokesperson said Pixel sales were as per the company’s expectations. “Over the last few months, we have received very positive feedback from consumers. Excitement continues to be high for the Google Assistant, camera and the overall speed and responsiveness of Pixel phones, and sales have been in line with our expectations,” the spokesperson said, in response to queries from ET .
Pixel is lagging globally too. The smartphone has sold around 2.5 million units since its October 2016 launch, Counterpoint Research says. Analysts say Apple would have sold over 70 million phones while Samsung’s numbers would be over 80 million in the October-December period despite the latter’s trouble with flagship Galaxy Note 7, several units of which exploded or caught fire. Apple and Samsung are yet to report the numbers for the period.
“Because Google was coming for the first time on its own, there was a hype initially, but there hasn’t been happening much since. Sales have not been good,” said Subhash Chandra, managing director of Bengaluru-based Sangeetha Mobiles.
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