There has been a lot of news
recently about the upcoming Motorola-built Nexus X, and the majority of
the reports point to the fact that the
Nexus X will feature a 5.9-inch display. There has been recent news that a
5.2-inch Nexus
could come along as well, but that is dependent on certain Motorola
releases. The main Nexus X will feature a 5.9-inch display, and this is a
fact that has routinely caused a commotion in the comment threads (and
among PhoneArena editors) because many of you don't believe the Nexus
should be any bigger than the 5 to 5.2-inch range. So, I wanted to clear
up the most likely reasoning for Google's choice of the larger
display.
As always, the rationale here begins with
the basic purpose of the Nexus line of devices - what they are intended
to be, and what they are not. The Nexus line has undergone some changes
in recent years, and the basic definition of the brand has changed
somewhat; but, based on various information and from talking with
insiders, I believe that Google is attempting to bring the Nexus line
back to its roots, and that means the wishes of average consumers and
enthusiasts alike don't really matter.
What the Nexus is not
First
and foremost, the Nexus line is not a consumer-oriented set of devices.
Nexus devices have certainly become popular with a subset of consumers
because of the low price tag; but, aside from the Galaxy Nexus, Nexus
smartphones have not been aggressively marketed towards the average
consumer, certainly not in the same way that the Nexus 7 has been
marketed and made easily accessible. For the most part, Nexus phones
have been made available only through the Google Play Store, T-Mobile,
Sprint, and certain other retailers, like Best Buy. Nexus phones are not
found in the largest carriers, because that isn't really the point of
the Nexus brand. And, while Nexus devices are often featured in Android
commercials, the ads are not for the Nexus phone itself, but are more
aimed at marketing the Android platform as a whole.
Since the average consumer isn't the purview of the Nexus line, the consumer-facing brand will be
Android Silver,
which is the natural extension of the Google Play edition program. The
aim there is specifically to highlight the stock Android experience and
the speed at which software updates can come when you have a device
running stock Android. The Nexus devices have done this as well, but the
awareness hasn't extended much past the tech elite and enthusiasts.
Average users still don't quite understand the benefits of stock
Android, but Silver will be able to show it much more easily.
Nexus
devices are not designed to cater to consumer wishes. You may not want a
5.9-inch Nexus X, but I'm sorry to say, that opinion doesn't factor in
to Google's plans.
Android Silver will have dedicated sections in
all carrier stores, including Verizon and AT&T; and, employees of
those stores will be specially trained by Google to help customers
understand what it is. Android Silver will likely feature devices that
would otherwise be Google Play edition, meaning it will be much easier
for consumers to see how the Silver variant differs from the
manufacturer customized model because both will be available in the same
store. Imagine a customer being able to see the Android Silver version
of the Galaxy S5 (which is not a device known to exist, but will for the
purpose of this hypothetical) running Android L well before the
TouchWiz S5 gets the same update. That is a powerful thing for Google in
helping average consumers understand a more complex issue in the
Android world, and its efforts to push manufacturers towards lighter
skins and faster updates. On the other hand, while Nexus phones are
often based on or closely related to certain manufacturer devices, it
doesn't have the same impact in the comparison.
Ultimately,
Nexus devices are not designed to cater to consumer wishes. You may not
want a 5.9-inch Nexus X, but I'm sorry to say, that opinion doesn't
factor in to Google's plans, because at the end of the day, the Nexus
line is all about what Google wants for the Android ecosystem, and what
it thinks is necessary. It is the same reason why the Nexus line is not a
set of devices featuring expandable storage and removable batteries.
Just like Apple does what it believes best, often in spite of user
demands, so too will Google do what it thinks is best for the Nexus
line, despite what you might personally want, because the Nexus line
isn't really for you.
What the Nexus is, and why Google thinks we need a larger Nexus phone
At its core, the Nexus line has had two major purposes since its inception:
- To be a developer reference device, and
- To highlight features/trends in the ecosystem, or those that Google wants to push.
The
first purpose has always been the biggest aim of the Nexus line. Google
has always wanted to offer a device that is always running the newest
version of Android without manufacturer modification, so developers know
where the Android platform is going in terms of hardware and software.
It is also the main reason why the Nexus line of phones has been priced
so aggressively low. The fact that consumers and enthusiasts jumped on
the Nexus brand is a byproduct of the low retail price, but Google's aim
has always been to make a device that could get to as many developers
as possible, which meant selling it at a cut-rate price. But, just
because you like having an inexpensive high-end Android device doesn't
mean that Google is building it for you.
As
Dave Burke,
the head of Android engineering and the Nexus program at Google, said a
couple months ago, the Nexus program is essential to developers,
especially developers at Google. The new Nexus device is developed in
tandem with the new version of the Android software, one cannot exist
without the other. Both the software and hardware point the direction in
which Google thinks the ecosystem is going or should go. Google wants
more intuitive design with playful animations, so Android L has Material
Design. Google wants to push NFC and de-emphasize SD cards, so those
features are added/removed from the Nexus hardware.
This
year, the aim of the Nexus phone is to highlight a trend in the Android
ecosystem and offer developers a device to help capitalize on that
trend: phablets. Regardless of your personal preference when it comes to
smartphone size, Android devices in the 5.5-inch to 6.5-inch range are
growing in popularity around the world. South Korea has been dubbed the "
home of the phablet",
because customers there buy large screen smartphones at a higher rate
than anywhere else in the world, including buying millions of Galaxy
Note handsets. But, the trend towards phablets is something that is
happening everywhere. There's a good reason why Apple has a
5.5-inch iPhone on the way - customers want that form factor.
Of
course, until now, all of the Nexus smartphones have been 5-inches or
smaller, while the tablets are either 7-inches or 10.1-inches. So,
Google has been missing certain sections of the ecosystem with its
developer reference devices. This year, Google wants to be able to hit
all of the segments with its Nexus line. It wants developers to have
options that fit every need, which is to say each size tier. This means a
having the old Nexus 5 (or
possible second new Nexus
with a 5.2-inch display), a Nexus X with a 5.9-inch display, the old
Nexus 7, a new Nexus tablet at 8.9-inches, and the old Nexus 10. That
gives developers options to choose from depending on how and where they
may want to target their software.
Conclusion
While
it is still possible that Google will release a Nexus device this year
that is 5.2-inches, the main Nexus X is set to be 5.9-inches, and there
is very good reason for that. Unfortunately, the number one reason is
one that may not sit well with many of our readers: you are not the
target market of the Nexus line, and what you want doesn't really
matter. I'm not sure why this is a surprise though. If Google really
listened to what the enthusiasts on sites like ours said, then the Nexus
line would still feature expandable storage and a removable battery,
but obviously those features are now gone. Google wants to limit the use
of expandable storage to make for a more consistent experience for
users and developers alike; and, force better hardware and software
design by moving towards non-removable batteries. Now, Google wants to
highlight the growing segment of phablets in the Android ecosystem, so
we're going to get a larger Nexus device.
As
much as I love the Nexus line, I know I'm in the same boat as you, and
I'm not the target market either; so, I've given up hoping to see the
device of my dreams come directly from Google. Instead, I embrace the
power of the Android ecosystem, and the hardware variety afforded by it,
to find the device that fits my needs and desires. Last year,
I traded my Nexus 5 for the Moto X,
because of the design, the software, and the personality. This year,
I'm still undecided until we see what comes with the X+1, Nexus, and
various Android Silver devices, but I'm confident that there will be
something that fits what I want. So, the conclusion is simple really: if
you don't want a 5.9-inch device, the Nexus line may not be for you
this year, but there will be plenty of options for you through Android
Silver and other manufacturers.
