Why Google Shouldn’t Bother With a Home Entertainment Gadget
There’s a rumor going around that Google is planning some kind of home-entertainment device — possibly and answer to the (also rumored) Apple iTV. Apparently Google’s living-room product will be Google-branded, controlled via Android phone or tablet and may eventually expand to do things like control your room lights or kitchen gear. It really sounds like a wonder gadget.
It’s also not going to work. Google’s already tried playing this game and lost. Google TV, launched to much fanfare in 2010, ended up being a boondoggle for the company. Although it promised to properly bridge the web and the television, it hit the same roadblock that other devices, like Boxee, stumbled over much earlier: content providers.
After the first Google TV device, the Logitech Revue, was launched, sites belonging to NBCUniversal, Viacom and Fox quickly began blocking their content from the Revue’s special version of the Chrome web browser. As they see it, they’re the ones who get to decide which screens customers can watch their content on — not Google.
Reviews of the Revue were mixed, with many pointing out the inherent clunkiness of using a keyboard to “watch TV,” but even if the device were perfect, it wouldn’t have mattered. Without the right content there’s simply no compelling reason to own the device. No one buys the “hockey puck” Apple TV because of its design — the get it because they know iTunes has movies and TV shows they want on demand.
This has often been Google’s problem: too much focus on the product (whether hardware or software) and not enough on the ecosystem of the customer experience. Think back to the first Nexus phone: Google actually believed it could actually re-invent the way people buy phones, offering it up online, contract-free, for $529. It turned out that, as good as the product was, people loved getting cheap phones more than they hated the carriers.
For Google’s foray into the living room to succeed, it needs to offer up some compelling reason (read: content) that a customer simply can’t get from Apple, Netflix, Amazon and Hulu. Sure, there’s YouTube, but it barely counts since it has virtually no studio content and is only just starting original programming. And if Google offers better YouTube through Google devices, what happens to all the YouTube widgets and apps, which are on everything?
Some have pointed out Motorola, which Google owns and is rumored to be building the device, could leverage its clout as a cable-box manufacturer to give this new system a boost. It obviously depends on what this mystery device ends up being, but if it’s something people need to actually buy, this isn’t going to work. Google and Motorola, though powerful brands, don’t have the same credibility Apple has in consumer products. Tons of people will line up for an Apple TV even before it’s even on sale — that would never happen with the other two.
So it really doesn’t matter if this new Google gadget connects to all your devices, lets you seamlessly control it with your phone and transforms into a jet. It really even doesn’t matter if it integrates with Google’s Android ecosystem better than any device. Google needs to get credibility in content before it can make a big splash in your living room.
It may be 2012, but content is still king, and another high-tech device that doesn’t put it front and center will just make Google look like the court jester. Again.
More About: apple, Apple TV, Google, google tv, hulu, Motorola, netflix, trending
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