"This is about marketing, not selling," said Ezra Gottheil, an analyst with Technology Business Research. "While Apple's stores are real stores with huge volumes, this is about building the brand and exposing people to Google who don't know about all the Google offerings."
The Google shop is set up to offer customers the chance to see and try out Google's range of Android phones and tablets, Chromebook laptops and Chromecast streaming-media devices, as well as learn about how they work together, according to the company.
Store visitors also will be able to try out Google's software tools and apps, using a series of immersive features, like a Chromecast Pod that allows users to play movies and YouTube videos, as well as an immersive surround-screen installation called Portal, designed to let users seemingly fly through any part of the planet using Google Earth.
"It's more an amusement park than a shop, which is what, I think, Google intends," said Gottheil. "Google is doing a very good job with its brand, but it can always be better. You can't be too rich, too thin or have good enough marketing."
Dan Olds, an analyst with The Gabriel Consulting Group, noted that as popular as Google's products, like Android, and services, like Google Maps and Google Earth, are, there's always room for improvement.
"I think that Google sees the need to make their products even more accessible and sees the store as one method to explore," he added. "However, they have to realize that these are going to be loss leaders. It will be difficult, if not impossible, to measure the actual value of the stores to Google's bottom line... If I were them, I'd look at store traffic as the major metric. If they're getting people into the store, then it's a win."
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
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