Google’s Pixel is not selling like hot cakes. Here’s why

Google launched Pixel in a hope that it would take the market by a storm but that’s not happening, especially in India.

The smartphone was launched in India in October 2016 and since then things have not been great in sales. According to retailers and industry insiders, Google Pixel sales have not taken off, thanks to very high prices - Rs 57,000 upwards - and the greater brand pull of Apple's iPhones and Samsung Galaxy variants in the super premium category.

“Sales data are not shared by Google or retailers. But shipments are an indication. Google has shipped around 30,000 Pixel phone units during the initial launch period and around 10,000 more subsequently,” industry insiders told ET.

They also said that Apple and Samsung shipments over the same period came to lakhs of units and Pixel could only the No. 3 spot, behind Apple and Samsung, in the first two months after launch, in the Rs 40,000-plus category, getting a 5% share. However, things have been rocky for the smartphone and Pixel has lost substantial ground.

However, Google spokesperson said Pixel sales were as per the company's expectations.

"Over the last few months, we have received very positive feedback from consumers. Excitement continues to be high for the Google Assistant, camera and the overall speed and responsiveness of Pixel phones, and sales have been in line with our expectations,” the spokesperson told ET.

In a global scenario, Pixel is lagging. Google has sold around 2.5 million units since its October 2016 launch, Counterpoint Research says. On the other hand, analysts feel that Apple would have sold over 70 million phones while Samsung's numbers would be over 80 million in the October-December period despite the latter's trouble with flagship Galaxy Note 7, several units of which exploded or caught fire.

"Because Google was coming for the first time on its own, there was a hype initially, but there hasn't been happening much since. Sales have not been good,” Subhash Chandra, managing director of Bengaluru-based Sangeetha Mobiles, told ET.

Looking at the condition, Analysts expect a price cut.

"Sales for Google tapered off after initial shipments pre-Diwali... pricing correction should be on cards in the first half of this year to drive up the sales before Samsung's next flagship rolls out,” Neil Shah, Research Director at Counterpoint Research, told ET.

Recently, Google began selling Pixel through Snapdeal and offered Rs 10,000 instant cashback from Yes Bank, Rs 10,000 ecash from Yatra, and a free mobile protection plan from Allianz worth Rs 5,999.

However, some analysts feel that Pixel wasn't aimed at capturing market share but at adding to the Google brand.

"It was more of a brand building exercise, to showcase that Google can make a good premium smartphone... they never expected volumes from Pixel,” Navkendar Singh, senior research manager at IDC India, told ET.