Google is taking a new route to leverage its brand name through products

A report by ET suggests that HTC will be handling the distribution and after sales of the Google Pixel smartphones in India. Will this move actually benefit Google? Moreover, will this help HTC as it has been facing low sales figures since the past two years.


Google announced its first ever self-made smartphones, the Pixel and Pixel XL. While the company claims it is an in-house product, a number of pre-launch rumours suggested that HTC would be in charge of the hardware, and well it was quite obvious judging by the design.

Now a report by ET suggests that HTC will be handling the distribution and after sales of the Google Pixel smartphones in India. According to the report all Pixel phones will be made by HTC and will be imported into India. Google will sell the phones by itself, but will also utilise HTC’s retail network to get a boost in sales.

The report comes just a day before the smartphone pre-booking begins in the country with deliveries to begin by the end of the month. A Google spokesperson told ET, “We have partnered with HTC India for after sales service in 56 walk-in service centres in over 30 cities. Redington India is our national distributor for all channels in India.”

According to Tarun Pathak, Senior Analyst, Mobile Devices and Ecosystems at Counterpoint Research, “Google will look forward to get as much self-space as it can at least in metro cities for the upcoming festive season not just by leveraging HTC distribution channel but also through successful partnerships with leading LFR’s (large format retail) and leading stores including online channels. The first month of sales will be critical which later can lead to even stronger ‘word of mouth’ marketing during non-festive season. We can expect Pixel to come up with bundled offers as it is launching in middle of festive season and Google will leave no stone unturned to make most of this opportunity especially when Pixel has generated much excited on various social media platforms ahead of its launch.”

While we haven’t got an official confirmation from HTC, this goes on to prove that Google has taken a new route for its products. It appointed HTC to make its device, however it didn’t let the Taiwanese company use its branding. Google is also planning to make use of the smartphone maker’s distribution and service channels, at least in India. But the real question is, will this move actually benefit Google? Moreover, will this help HTC as it has been facing low sales figures since the past two years. HTC has a history with Google as it was the primary brand chosen to create the first Nexus device.


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