先前寫過關於Android的分裂問題,看到Nexus One的推出,如果成功大賣,就覺得大概解決了一大半,但是這一切不是因為這隻手機本身的獨特性,而是一些來自Google的操作面:

(有興趣了解Nexus One的,先看一下癮科技的發表會文章大長篇,算是目前中文資訊裡最詳細的)


1.Google的品牌優勢


先前Android在分成三種等級的時候,市面上只有少數手機有採用第三種Google Experience打上Google Logo的手機(好像只有HTC?),因為當時在手機上打上Google Logo和Android機器人,在品牌上的突顯度其實不高,現在由Google自己推出貼牌的手機,並且推出一個新的Nexus One品牌,本身在品牌上的辨識度就差別很大。


在認知上,Nexus One變成不再是各家手機廠商推的Google系統手機,而是由Google推出、各家手機廠ODM的產品,或許會有人納悶各家手機廠商怎麼會願意做貼牌手機,但是其實這樣的模式早就存在,電信業者訂製ODM的貼牌手機,像NTT Docomo就很多隻產品,台灣現在也慢慢出現類似商品,比如中華的CHT手機等等,所以Google只是借用這方式而已。


而且相較於NTT Docomo的貼牌上面沒有手機廠商型號或Logo的情形,Nexus One上面至少還有很清楚的HTC製造商Logo,另外對於Google來說,不掩蓋手機廠商的另一個好處是,用這樣的方式Google大概比較不會直接被Nokia告,因為先前流出的Nexus One文件裡面,有提到手機的製造及保固還是由HTC負責的,依照Apple之前被Nokia告的時候,Nokia的說法是只有Apple沒跟Nokia達成專利協議,所以HTC或Moto這些公司,大概可以讓Google藉由ODM或代售的情況來達到責任擔保的情形。


2.官方的認證和支援

 

一般在ODM的情況中,代工設計的廠商面對客戶的要求大概就是要自己想辦法去做到,可是Nexus One不一樣的地方是,基於是Google Experience等級的手機,自然可以得到Google方面的技術支援(原則上啦),畢竟Android是Google的系統,需求也是Google提出的,手機製造商同時可以得到系統需求的提出,以及系統技術支援,對於產品的設計和製造上比較能夠有完整的合作和效率,對於Google來說,能夠讓Google相關軟體更快速廣泛地登陸並且實現到各個手機功能中,遠比先前電信商們,拿著Google自己開發好的系統,然後要做手機的這些各種分裂情況來得好。


3.網路商店及各大通路


由Google官方負責銷售和運送的Google直銷模式,以及在北美市場由Google負責出面和電信商談妥補貼配套,對於手機製造商來說,也會是很方便的一件事,這一點也應該算是成為會手機商,在將來願意增加製造第三等級Google Experience手機的誘因。


雖然先前自己對於一開始傳出,Google要自己做手機的時候,抱著不是很看好的態度,但是在看到Google直銷商店的一些模式之後,就覺得Google還是有專心在軟體的部份,只是把角色從幕後支援搬到幕前來自己下來負責品牌跟營銷,而在製造上則是與手機廠們合作的態度,這樣的方式其實會是一個不錯的方法,既能夠建立起自己的手機品牌,又能夠利用到與各家的製造廠的合作,來累積和交流許多相關製造開發經驗,這種模式大概不久就會讓M公司也開始加入學習了吧。

 

 


From the Nexus One look at Google's Android how to solve the problem of division


Previously written on the Android divisive issue, to see the launch of Nexus One, if successful barley, we feel that it might solve a part of it, but all this is not because only the uniqueness of the phone itself, but some from Google's working face:

(With interested Nexus One, and look at what addiction science and technology will be articles published and the big long can be regarded as currently the most detailed information in Chinese) 

 

1.Google brand advantage


In the previous Android divided into three grades, when there is only a small number of cell phones that use Google Logo third Google Experience branded cell phone (as if only HTC?), Because it was marked with Google Logo on the phone and Android robots, the brand's highlights degree a matter of fact is not high, now from Google launched its own branded mobile phone, and launch a new Nexus One brand, its own brand recognition on the degree to vary considerably.


In the cognitive, Nexus One will no longer be Gejia into the Google system, cell phone manufacturers to push mobile phones, but by Google launched, individual mobile phone factory ODM products, some people may wonder how Gejia cell phone manufacturers would be willing to do OEM mobile phone, However, this model has long been a matter of fact the existence of the OEM ODM customized cell phone carriers, like NTT Docomo in many such products, Taiwan is now slowly similar products, such as China's CHT mobile phones, etc., so Google only uses this approach only. 

 

But compared to NTT Docomo's mobile phone OEM manufacturer above models or Logo is not the case, Nexus One above, there are at least very clear HTC manufacturers Logo, In addition to Google, did not cover up another advantage of cell phone manufacturers is to use such a way that Google is probably less likely to sue directly by Nokia, as the previous outflow Nexus One file inside, there is reference to the manufacture of mobile phones warranty or responsibility by HTC, according to Apple when the previously Nokia sue, Nokia's argument is that only Apple did not patent deal with Nokia, HTC, or Moto so these companies could probably make Google by ODM or broker of the responsibility to achieve the security situation.


2. The official certification and support for


Generally the case of ODM, OEM manufacturer designed to face the requirements of customers is probably the way they want to go to do it, but not the same as Nexus One is that Google Experience rating is based on the mobile phone, get Google in the natural Technical support (in principle, is), after all, Android is Google's system, demand is also made by Google, handset manufacturers the same time, system requirements can be proposed, as well as system technical support for product design and manufacturing better able to have full co-operation and efficiency, for Google, the ability to make Google-related software more quickly and achieve widespread landing to various phone functions than the previous carrier who holds a good Google developed its own system, and then phone them to do all kinds of separatist circumstances well.


3. Online stores and major access roads


From Google's official Google is responsible for sales and delivery of direct sales model, as well as in the North American market presence and by the Google is responsible for supporting carriers negotiated subsidies for mobile phone manufacturers, they will be very convenient thing, it should also be regarded as a will be mobile operators willing to increase production in the future, third grade Google Experience mobile incentives.


While the previous feelings about the one it began to spread, Google should make their own cell phone when holding the attitude is not very optimistic, but that Google stores a number of direct sales mode, Google still has to concentrate on that part of the software, but the role of support from the behind the scenes to move down the front-stage to himself for the brand with the marketing, while in manufacturing it is with the mobile phone factory had a cooperative attitude in this way will in fact be a good way to not only be able to set up its own mobile phone brand , but also can take advantage of co-operation with each speaker manufacturer, to accumulate and exchange of experience in a number of related manufacturing development, this model is probably soon to join the M's have begun to learn the bar.

 

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droger 發表在 痞客邦 PIXNET 留言(3) 人氣()


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  • FuniPhone
  • 雖然先前已有Google G1及G2,但這次Nexus One才真的令人驚豔!跟Chrome OS比起來,在mobile的操作介面也比較有一步到位的感覺。

    若Android market在程式品質、付費機制更完善的話,那行動應用的戰國時期就真的開始了,對我們這些消費者真是一大福音!很期待~ :D
  • 是啊 這次是Google自己下來玩品牌手機了

    droger 於 2010/01/06 13:56 回覆

  • 悄悄話
  • philip
  • Nexus One 不是品牌喔 品牌是google
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