HSmith+Final+Report


 * Executive Summary**

===Smartphones extend the importance of mobile phones not only as a dependable communication device but as a compact entertainment gadget too. Google's newly launched Nexus One has championed the Android operating system to date with unique features that rivals other dominant smartphones. Google's strategy to sell their new device, contrasts to the standard way that every other mobile corporation uses. Google has simply gone about marketing in an unfamiliar fashion. With control over the buying process Google is selling their device unlocked directly to their consumers through an online web-store. Google's primary business is advertising, a smartphone like the Nexus One is a great way to access the web which supports googles whole business model and targets Generation Y mobile users. The launch of the Nexus One, the first smartphone developed by Google, could be a big mistake for the giant search engine. In the first week of sales, Google has only shifted an estimated 20,000 units. While this distribution is one of the most innovative features of the smartphones launch, and a big threat to carrier control, a series of customer service and other mistakes reveal Googles lack of retail experience. Proximity clients should understand the benefit of Google's retail strategy as well as some key flaws.===