Google representatives spoke about the design philosophy of their business in an interview with Bloomberg. They explain in particular that the company does not intend to compete with other tech giants in the field of connected gadgets and that it will tighten its strategy to focus on high potential products, starting with smartphones … and artificial intelligence.
Many observers expected Google to try to occupy the field by offering new products in all the categories of devices, in order to hold high dragee in its main competitors in this area (notably Apple, Samsung and Xiaomi). But to believe Rick Osterloh and Shakil Barkat, respectively vice-presidents of the branches platform & devices & services, the company of Mountain View does not intend to scatter as well.
Fewer gadgets …
Bloomberg explains for example that Google decided not to not participate in the race for Flip type folding phoneswhich unfold vertically, unlike the new Pixel 10 Pro Fold presented recently. But this strategic decision goes much further. Barkat notably indicates that, on the short and medium term, Google will ignore several other categories of deviceslike the bcovers and connected glasses, and even tablets.
« Whenever a new product category is added, maintenance for the end user is increasingly demanding, ”he explains. “It’s already quite painful like that. »
… And more space for pixel
In other words, Google’s staff considers that objects of this kind are not necessarily relevant and even potentially redundant in the current ecosystem, dominated by smartphones. The two officials seem convinced that the future belongs above all to these devices, already omnipresent in our society. Google has therefore decided to devote most of its efforts to it, even if it means making concessions on the rest. “” There are many things that smartphones are doing too well to be dethroned so easily », Osterloh insist.
This process is already underway, as evidenced by the evolution of the Pixel range. In recent years, Google has notably had to produce its own Tensor chips in collaboration with TSMC, in order to gain strategic autonomy. The advantage of this approach is that it allows the company to perfect the integration of its other high strategic priority, namely artificial intelligence.
More than ever, Gemini and other Google IA products will become central elements of the Google ecosystem. We can already see it with the new generation of pixels: they are now full of AI features like Magic Cue, a contextual and proactive assistant capable of extracting information from all Google applications to make each task faster and intuitive.
And this is only the beginning, because it is clearly a strategy which, in the long term, aims to make the AI inseparable from smartphones. “” Google does not reason in terms of short -term tactics. Everything is a long -term question, and the advantages brought by Pixel are very important in many areas at Google Said Barkat.
The tone is set. Google will not only continue to bet on artificial intelligence; The company will place it at the heart of its design philosophy by changing its future devices on contact. Now, AI will no longer simply be a door to new features. Google rather envisages a future where it is the devices themselves, and especially the smartphones, which will adapt to it, in order to become “perfect vehicles” for this technology.
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