In the increasingly high stakes game of mobile search, Google is leaving almost nothing to chance. Take the company’s very interesting new partnership with Best Buy stores for example. According to the Google Mobile Blog:
We’re happy to announce today that we’ve partnered with Best Buy Mobile to make Google Mobile App available through Best Buy stores in the US . . . now [users] have the option to get some help installing the app or to see a live demo of what the application can do. Just go to the mobile department at your nearest Best Buy store and talk to an associate. If you have a BlackBerry, Windows Phone, or S60 phone, they can help install Google Mobile App on your phone. And if you’re in the market to buy a new phone, they will help you install the application as part of their Walk Out Working program.
I haven’t been in Best Buy to experience this yet, but out of curiosity I will go and see (just like a “secret shopper”). I would imagine there will be some sort of in-store display or kiosk within Best Buy mobile — the “store within a store” concept — to generate awareness. But will there also be traditional media (Best Buy newspaper circular, TV) to support this and let customers know they can see a demo and get installation help?
What about new phone buyers? Will there be a “would you like fries with that” moment? In other words: “Would you like us to help you install the Google app on your new BlackBerry Bold”?
In the traditional world, retailers are paid all the time for their shelf and floor space by product producers that want to grab attention in the store. In many ways the store shelves themselves represent advertising “inventory” in this context. The Google-Best Buy deal is probably no exception. I’ll seek confirmation but it’s all but certain that Google is paying Best Buy to have its employees promote and install the app.
What’s also interesting is the fact that the Google blog post mentions “BlackBerry, Windows Phone, or S60 phone.” There’s no mention of the iPhone or Android devices. Presumably then Google is happy with what it’s seeing from the users of those platforms. The language of the blog post implies that it’s not as satisfied with the number of searches and usage it’s getting from “BlackBerry, Windows Phone, or S60 phone.”
BlackBerry still has the largest base of users among the various smartphone platforms in the US. (Symbian/Nokia dominates globally). And pursuant to the Microsoft-Verizon deal the Bing app ships with the touchscreen Storm 2.
Believe it or not, there are a lot of people who don’t know very well that “apps” exist or if they do still don’t know how to install them. Unless this relationship evolves or has other dimensions not yet revealed there seems to be something strangely disproportionate about it. Think about it: we’re talking about an app — not Android handsets.
We’re definitely in what might be called “land grab” stage of mobile, with the major search engines and a broad range of companies scrambling to gain users and visibility. While we can expect considerable evolution in the mobile experience and even “mobile search,” certain user behaviors established now may persist over time. So Google is being quite shrewd and potentially strategic with this deal — though it seems a little excessive for an app.
Postscript: Upon reflection . . . Android doesn’t need a Google app, given that all the features of the Google app (and more) are baked into the UI and OS.
Related Topics: Google: Maps & Local | Google: Mobile | Google: Web Search | Microsoft: Bing
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