Google Power at Pixel is the big rival of the iPhone in Android

When Google bought Android, he did it with a strategy in mind: Create an open operating system and diploma to other companies to use it on your smartphones, thus increasing the expansion and scope of their applications and services. This has succeeded in many countries, among which Europe is Europe.

This approach was far from Microsoftthat with Windows Phone intended to charge a license to each mobile sold with said system. It was what I did with Windows in computers, resulted in a missed bet, and Google took advantage of it. Now, the View Mountain giant is starting to seriously improve its material division, where the pixel is of great importance.

So far, Google did not want to encourage the sales of its terminals too much Because it could be angry with their partners, who are those who do their applications and services in the hands of their users. In fact, Samsung has even threatened to stop using Android First and Google Apps later and create their own operating system or binding more to Microsoft, but Google negotiated so that it was not.

Pixel as a weapon

Given the possibility that, in the medium term, many brands (or country) leave aside Android, even in concrete markets, Google seems to try to stop being a nicheannouncing them, establishing first -level sponsorships and making them appear in series and films, which we have seen in recent decades with Sony, Nokia or Apple Terminals, to mention some.

This also involved an increase in the price of Google Mobileswho must start to be profitable by themselves if the company intends to increase its exposure, its expansion and the number of units sold. And this is something that we have seen confirmed in recent months.

But Google accelerates investment in advertising in its pixel line Towards population segments much less linked to technology. The link was for developers and Early adopters, But pixels are for everyone. We can see it clearly with the agreement that led the American company to Giants sponsor such as Liverpool Football Club.

The first leader has currently had an agreement since October of last year for which Google Mobiles is team officers. In addition, they created the Pixel FC Academy to “help young women enter the media industry and the creation of football content”.

This agreement also applies to another large of the English LeagueArsenal. It is clear that Google wants to position its mobile brand among the foot user, the one who does not follow the news but is linked to other hobbies, which can even show him products that he did not know, as is the case.

But this is not the only case of product placement. The company led by the Actaro Pichai is currently Promote the appearance of their mobiles in films and major budget series and successAs is the case with the white lotus. More specifically, the superior image is a framework for the fourth chapter of the third season of the series, entitled “Hide or Seek” and broadcast this year.

But there have been much more cases lately. The brand's models appeared in very successful series such as residence, Daredevil: Born again, Pitt and also in films such as Heretic. It is clear that Google wants its mobiles to appear on the screenAlso taking advantage of the fact that his particular back, with this lying roommaster, makes them very recognizable.

Alternative in Android

Given the turbulence that we see in the international economy and geopolitics, Google is starting to determine whether, in the medium or long term, the Chinese giants will not set aside Android when they have an opportunity, an alternative to this system. And what alternative could they have? Well, one created by Huawei herself when she had no choice but to stop using Android.

It seems clear that this alternative, Barmonyis designed to be a direct Android competitor, especially for his approach. Although they are created by Huawei, rival brands can choose to use this system without paying anything to the Chinese giant, which has its own version, called Harmonyos. In fact, in 2020, the Global Developer Service Alliance (GDSA) was created, an entity that included the main manufacturers of Chinese mobiles and allowed them to create their own ecosystem which would facilitate developers not to have to create different applications for each mobile brand.

It is the same strategy that Google followed with Android AOSP, the free version of the system and Android for mobiles with Google Services and Apps, which was to receive the approval of the company to be authorized. Huawei saw that the model is a success and wanted to reproduce itIn principle for the Chinese market, but nothing indicates that it cannot be an international option.

This would open a schism in the current duality that iOS and Android havethat the vast majority of the mobile operating systems market is distributed. If a market like China is starting to strengthen a third system, it is very likely that it will become an option may not be in the United States or Europe, but in Southeast Asia or Africa, and with this traction, it could already try to jump to other more powerful markets.

Huawei even tries to position Openharmony as an alternative to Android that Europe needs Now, strategic independence in many ways is a key factor. According to the company, the various governments of the old continent could use this base to create their own operating system. Yes, it is true that they could do the same with Android AOSP, but in the end, they would continue to depend on the United States.

Android evolves

Another change we start to see is Android as a system. The base of the operating system, created by Google, It has always been quite neutral and flatWith functions that were then extended by brands in their own graphic layers, such as Oppo, Samsung or Xiaomi, to name only a few.

But it seems that With Android 16, Google wants to create a sufficiently striking and beautiful interface for users to be able to erect And appreciate. In addition, all artificial intelligence functions will be standard and are increasingly useful. And this will imply that Gemini will become the heart of the system, a risky but understandable decision.

Of course, the future goes not only through mobile phones, and Google knows it. In the augmented reality sector and smart glasses, he collaborates for Samsung, with whom he will present one or two models before the end of the year. Here, we will have to see if the other manufacturers also choose to try to create a link to Google or if it opts directly for its own operating system, or at least regional in China.