Does Google’s Retail Strategy Mean the End of Google Experience Phones?

Yesterday we were all hit with the news that Google’s online strategy was not a success and Google was switching to a retail business model. They will keep the current store open for a short period of time and then make it more of a “window” for viewing current Android phones around the world.

This is basically bad news wrapped in words of good in intention. Google will definitely be able to sell more Nexus One phones through a retail strategy, but here in the U.S. I don’t see carriers hoping all over this. Maybe big box retailers like Best Buy will carry it, but that’s about it. So who will end up selling this in their stores? T-Mobile will likely be the only carrier, in the U.S., to put the Nexus One in their stores.

I have a few issues with this announcement. First off, the Nexus One is untouched by the carriers. They have no say so when it comes to updates or what software is run on the device. There is no carrier testing process or carrier specific software. When Google wants to do something with the Nexus One, they don’t have to go through any hoops.

My other problem is choice. Google had a vision of offering a single awesome phone for every carrier in one place. Instead of having to switch carriers or wait forever for your carrier to get the device you wanted, Google would offer the same great device compatible with all major networks. That won’t happen if Google has to rely on carriers. Look what happened with both Verizon and Sprint versions of the Nexus One. They won’t want to put Google’s phone side by side with their device in their stores.

My last and single largest problem is the end of the Google experience phone. The Nexus One was the first consumer friendly developer phone. It was offered unlocked and untouched by anyone but Google. It is the purest vanilla Android experience. Updates will and have come to the Nexus One first and quick. Why? Because it is “The Google Phone”. With Google deciding to put the power back in the retailer’s and carrier’s hands, it will be much easier for them to work with them as partners and help them create devices. Google made the Nexus One to push manufacturers to the next level and I fear if they stop raising the bar by not making Google experience phones, we will see less innovation and slower progress.

At the end of the day if this retail strategy works, and I hope it does, hopefully it will be a sign to Google to keep developing Google experience phones and not stop at the Nexus One. Carriers shouldn’t dictate what devices we get or what software we run, and the Nexus One is the first device to really break that mold and I hope it is not the last.