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In all the excitement over the official announcements of the Pixel 6 and Pixel 6 Pro, there was one detail that most of us haven’t really thought about. I know I missed it for sure, but not Deiter Bohn at The Verge. If you don’t know Dieter, you should. He makes amazing tech videos and he’s been at the forefront of developing Verge’s YouTube channel until it is today. He was also the editor of Pre Central (a site totally based on the hapless Palm Pre and the first tech blog I was following regularly at the time), so I’ve been a fan of him for quite some time.
Regardless, he was one of the few who had the chance to have time with the upcoming Pixel 6 and Pixel 6 Pro and although I was keenly interested in his take on both phones , it was the last parts of his video on these new handsets that really caught my eye. Hear what he has to say at 8:18 am in the video below.
A few quotes stand out here. The first is Google Hardware SVP Rick Osterloh (the guy you see on stage the most at Google hardware events) when he told Dieter that “This product is really now The Google phone. As the sixth generation of what most of us would think of as “the Google Phone,” the chief hardware manager calls this phone the real Google Phone is quite revealing. This means that Google believes in this material. This means that they are invested more than they have ever been before. That means they’re really going there this time around.
Second, the quote Dieter shared on the last Google / Alphabet investor call is just as important. These calls are like any other call to investors, giving those with a vested interest in the business an idea of the profits being made and the types of expenses that will occur in the near future. In that call, the following statement was made to warn investors that more money than usual would go out to promote these phones.
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Additionally, we expect sales and marketing spend to be more heavily weighted in the second half of the year, in part to support product launches during the holiday season.
Ruth Porat – Chief Financial Officer Google & Alphabet
Finally, we have Dieter’s thoughts on how Google is preparing to position these new phones. Instead of beautiful phones that have Google’s own take on Android every year, Google is ready to take on the big guys in the phone industry this time around. That means they’re ready to take their hardware up against Samsung, OnePlus, and even Apple with this iteration of the Pixel. While every previous Pixel has been a story of restraint, trial and many mistakes, it feels like Google knows it has a trump card up its sleeve with this phone and that they are ready to go. in a real way.
But, Google is saying he’s trying to make a phone that is competitive with the best phones out there. With the Pixel 5 and, you know, even the Pixel 4, and you know, the previous Pixels: they weren’t saying it was the ultra-premium ‘best of the best’, but that’s what they’re going to do now.
Dieter Bohn – The Rod
A New Era of Pixel
We’ve never been able to say anything about a Pixel phone before. I’ve always hoped that Google would really get behind their phones and even throw a little of their huge pile of money into marketing, but it’s the same story every year. Sure, a few TV spots here and a few YouTube ads there help spread the word, but if one path needs to be emulated, here it’s Samsung’s. Years ago, they were looking to get the shared minds of iPhone users. Now Samsung and the Galaxy phone brand are known to almost every consumer you ask. How did they get there? Tons of marketing.
Year after year, Samsung spares little of the expense of getting the message across on their phones, and they do a great job of getting this point into the minds of millions and millions of consumers on an ongoing, calculated basis. You can have the best overall product and just get lost in a sea of competition if you don’t advertise, and wouldn’t it make sense for Google to know? They are still an advertising company at the end of the day.
Maybe they never really believed in their product as much as they do now and so withheld those marketing dollars a bit. Maybe with the Pixel 6 and Pixel 6 Pro we’ll see some new Google material: material that informs the world of its latest creation, spends money to help people understand its importance, and spares no money. spending to get the word out that this new Pixel is the one you need to buy. Maybe – just maybe – this will be enough to finally put Google’s own phones in the limelight they could deserve this year.
Featured image adapted by Victoria Borodinova of Pexels
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