Google Home Mini Pie Shop by Sense Group - Image Credit: Sam Venn

GOOGLE HARDWARE STRATegy

from 2016

Telstra | Sense Group

Consultant

Google

Context: in 2016, Google, historically a software company decided to go hard into the Hardware market, launching its first Google branded smartphone - Pixel. Google picked up Australia as one of 5 countries to launch Pixel globally, and Telstra as its exclusive Telco partner. As the head of Retail Merchandising, I have been very involved in the contract negotiation between Telstra and Google for the launch of the very fist Pixel.

Problem: In an already cluttered market dominated by 2 main players (Apple and Samsung), Google had a big job to position itself as a trusted Hardware player. It had a big job to do to translate its brand mission and values built in the digital space, in the physical space and in retail in order to drive awareness, engagement and sales.

Solution: It followed with extensive collaboration building a launch campaign and long term retail strategy in order to build the Google brand as a serious Hardware manufacturer; through staff training and incentive programs coupled with customer engagement activities (Flagship interactive experiences, in-store merchandising, social and media presence).

Since I left Telstra, i kept being involved with Google Hardware, as an Innovation and Design consultant for Sense Group (Google’s preferred experience design partner in Australia). I led the strategic thinking of many experience led campaigns, including the multi awarded Google Home Mini Pie Shop campaign (in partnership with AFL), or the ‘Made by Google’ retailer and influencer engagement program.

Results: from 2016 until today, Google have seen a massive growth in Hardware sales, and have extended its product family with new products: speakers, earphones, Nest Hub, connected home and many more. In 2019, Google have launched the 4th generation of Pixel, its most successful launch ever.