Google Pixel is betting on software, localization to appeal to APAC consumers

Google is betting on its software portfolio and market location to convince consumers in the Asia-Pacific region that they need its latest smartphones, Pixel 3 and Pixel 3 XL.

Available from November 1st in five markets in this region, including Singapore, Japan and Taiwan, the third version of Google's smartphones presents a closer integration of the provider's applications, especially those using artificial intelligence (AI ) and machine learning, such as like Google Lens.

Mobile devices would be increasingly integrated with machine learning and artificial intelligence technologies so that consumers can get the most out of them, said Dan Saunders, global director of Google Pixel, which was in Singapore for the official launch event on Wednesday.

"And the key to that is to be able to anticipate user needs at all times," Saunders said in an interview with ZDNet on the sidelines of the launch.

For example, the phone will switch to a different mode when it is connected to the new wireless charging stand, Pixel Stand, becoming a digital photo frame and triggering the "Sunrise alarm" feature, which gradually illuminates the camera. Screen to wake up the user.

"The hypothesis is the position is [likely] by your bedside and [because] we know the context of time, we can make the different states and suggestions that make the most sense at that time, "he explained.

"We can expect more features of this type in the future, as opposed to users who have to explore multiple layers to find what they're looking for." The phone knows where you are, what time of day , what you are likely to want to do, and present it to you to eliminate the frictions of the overall experience ".

Meeting the needs of users also meant that localization was crucial and Google has invested considerable effort in locating its products, said Martin Geh, general manager of hardware partnerships for the Asia-Pacific region of Google.

He highlighted the support of Google Assistant for Singaporean English, or more commonly known as Singlish, which was unveiled for the first time last year. Singlish incorporates local familiar terms and expressions.

Geh said Google was still the only company to include Singlish among its language supports and that the focus on localization was expanding beyond its mobile phones.

"Our approach is not only to determine if the market is big enough, but also to look at the features we need in our products to adapt to this market," he said. "It's about bigger screens, more localization in terms of language or content, or products and services that need to be adjusted." So, in our five markets [where Pixel 3 will be available]we take a thoughtful and differentiated approach. "

Saunders added that this approach was applied globally and involved evaluating what new markets might require in terms of location to ensure a "meaningful" user experience, that it is to understand the nuances natural language processing or different dialects.

Singapore Pixel price, availability

According to Geh, Taiwan and Japan were added this year to the list of Asian markets on which Pixel would be available. Worldwide, the mobile phone would be launched in 13 markets, including Italy, Germany and Canada.

In Singapore, the 5.5-inch Pixel 3 is currently available for pre-orders starting at $ 1,249, while the 6.3-inch Pixel 3 XL is selling for $ 1,399. The Pixel stand is labeled at 119 USD.

The smartphones will run on Android 9 Pie and are available in three colors: white, black and pink. The three color options can be purchased from the Google online store in Singapore or from the local Singtel operator. StarHub customers can choose between the white or black option.

Google's Pixel USB-C headphones are included with every smartphone.

The new smartphones also feature several new camera features, such as Top Shot, which captures images 1.5 seconds before and after the user presses the camera button . He then calls on AI to recommend the best shooter among them. According to Google, these additional photos are stored for free on the cloud – as for all photos and videos taken on the pixel – and do not consume additional storage on the device.

A new Playground feature also allows Pixel 3 users to add animated stickers and superhero characters when taking photos, selfies or videos.

In addition, thanks to the built-in Google Lens app, Pixel 3 users can scan and translate text, capture and identify images such as a dog breed or locate similar patterns from one to another. dress for an online purchase. The Google smartphone will show local results, such as the Singaporean site of an online retailer.

When asked, Google executives refused to reveal the number of Pixel units sold in the region.

According to IDC, about 3.9 million units of Google Pixel were sold worldwide last year, double the previous year. In comparison, Apple has moved 1 million units of its smartphone a day.

About the competition with the iPhone maker, Saunders said that Google was a "product-centric and user-centric" company and that it focused its efforts on creating "the best possible hardware and software experience ".

Regarding competition with newcomers to the market such as the hardware manufacturer Razer, he added that the Pixel also had a robust computing platform that made the games good.

Geh added that the Pixel XL, with its larger screen and front speakers, was a good gaming device.