THE LAUNCHING OF GOOGLE-BUILT SMARTPHONE

A Google-built smartphone will be launched in 2016, but it won't have the Nexus branding

We reported a little while ago a set of rumours which suggested Google had plans to bring its Google Nexus project in-house to develop its smartphones internally; essentially mirroring Apple's approach with the iPhone. Since then, however, that rumour has sort of died down and the focus has shifted to reports of Android OEMs including HTC and Huawei building 2016's Nexus crop along the lines of Google's existing model.

Now though, a new rumour has emerged reiterating the idea of an in-house Google phone in development, but there's a twist - it is not a Nexus device. Nope, the in-house Google smartphone project may well be real but, if so, it will apparently be an entirely new brand.

The whole theory behind the Google Pixel phone just took a huge leap forwards after news emerged that Google MIGHT drop the Nexus branding on its 2016 Nexus releases. According to Android Central, this year’s releases — often referred to as Google’s Nexus 2016 phones — will not actually be called “Nexus Phones”.

The report did not mention what they would be called instead, nor did it offer any concrete evidence on why Google would bin such a visible and loved brand name. The only explanation is that Google wants more GOOGLE in the branding, which leads us to one conclusion: these phones will likely adopt the Pixel brand-name, as this has been what Google has been using on its other bespoke hardware offerings.

Of course, this is just a theory. It’s entirely possible that Google has another, new brand name in store for us… though if AC’s report is legit it would be the end of Nexus phones as we know them. Furthermore, multiple sources have now shown that Google is keen on outfitting its own-brand phones with unique software features; things not available on any other Android phones.

Coupled with software releases as they happen, this combo could prove very popular with consumers en masse — even more so if Google gets the pricing right.

The report seems to suggest that Google wants to have at least one device in the market over which it has full control. "Its own phone would allow Google to control the software, securing the future of services such as the Google search engine and Google Play app store that run on it," the report said.

Google has now apparently settled on a new brand name for its Nexus phones. As expected, the Big G is going to use Pixel — the same brand it currently uses for its ChromeBook and hybrid tablet device, the Pixel and Pixel C, respectively.

The two “Nexus phones” we’ve all been expecting — the HTC-built Sailfish and Marlin — will be launched on October 4, alongside a new 4K version of Chromecast. And it is these phones that will be the first Pixel phones from Google.

“Speaking to two independent sources, we now strongly believe that Google's formerly-maybe-Nexus-phones, Marlin and Sailfish, will be marketed as the Pixel and the Pixel XL,” wrote David Ruddock of Android Police.

Why the switch? Many reasons. But the most likely is that Google wants to build a smartphone business similar to what Apple has with its iPhone — a business where Google controls everything about the handsets and, importantly, all the revenues they generate.

The Chromebook Pixel is a brilliant machine and while the jury is still out on Google’s Pixel C — apparently this too was meant to run ChromeOS, not Android — both devices show that Google can design and engineer very attractive hardware. 

Sure, Google would need a manufacturer like Foxconn to build the phone but this wouldn’t be a problem. Apple does this and has done for all of its products since day one. The brand — Apple or Google in this example — do all the engineering, designing and marketing and, of course, pay for everything and then Foxconn, or any other large-scale manufacturer, produce millions of units of said device. Simples!

There has been plenty of speculation about Google expanding its Pixel line of products to include a phone. Indeed, a Pixel Phone seems like a logical step forward for the Big G which already has a Pixel Chromebook and hybrid tablet on market. Developing its own phone would allow Google to have complete control over the design and engineering of the device as well — and we all saw what it did with Motorola in a very short time.

Still, there is the argument that there isn’t really a need for a Pixel phone. Google’s Nexus line of phones are great and enjoyed by a lot of people the globe over, which begs the question: why exactly would Google release its own brand phone when it doesn’t really need to?

One argument is money — Google could make a stack of cash on a successful phone. The other is, well, just because it can. Another option is the Pixel phone will bring something to the table Google has been working on in secret?

Might it be the first Android/ChromeOS dual-booting phone? That angle is definitely my current favourite. I use ChromeOS and would love to have a phone that could dual-boot ChromeOS wirelessly — or via cable — with my HDTV.

There is so much latent potential for ChromeOS in this area; packed inside Android phones and tablets to be partnered with nearby peripherals like HDTVs, keyboards, and the like. We also know Google is working on something like this for ChromeOS, we just don’t know how far or long that project is.

Definitely food for thought though.Whether or not this pans out remains to be seen. Could it be a knee jerk reaction to the news that both Samsung and Huawei are eyeing a future without Android on their phones? Potentially. Having its own phones would place Google in the same position as Apple, meaning it has control over everything and, most importantly, all revenues derived from the product — including hardware sales.

Google is also perfectly positioned to do a OnePlus -- despite The Telegraph's claims -- and retail its own brand Android phone direct to consumers via Google Play. It wouldn’t need to bother with networks or, alternatively, it could use the new phone to drive adoption of its own, GoogleFi. So while this move might some odd to some people, viewed in another context it makes complete sense — control is everything these days.

Plus, if this initiative is successful it would lessen Google’s reliance on players like Samsung and Huawei. Obviously it would take a good few years for Google to reach these kind of sales, but the search giant does have excellent brand appeal and the know-how to make awesome hardware. I do not see why this wouldn’t be a huge, resounding success.