Google Needs to Perform Damage Control Fast

By Don Reisinger  |  Posted 2010-01-12 Print this article Print

5. The purchasing experience isn't there

When Google first discussed the Nexus One phone, it touted the way in which consumers would buy it. Rather than enter a carrier's store, users could simply pick up a Nexus One on Google's site. It's a poor experience. Users want to know how the phone feels and how it works. They also have questions that are best answered in a store. The online purchasing experience kicks off the process of owning a Google phone and it's not a good one.

6. It's no iPhone

When users finally start using the Nexus One, they find that the device can't compete on any level with the iPhone. That's a major problem for Google. If the search giant wants to be considered a major player in the market and satisfy customer desires, it needs to do a better job of working with partners that can actually produce a product that can match the iPhone. Considering the Nexus One can't, users will only have a harder time viewing Google in a favorable light.

7. Where's the face-to-face support?

One of the key reasons why the iPhone is so well-received in the marketplace is Apple's Genius Bar. There, users can get questions answered about their iPhones. They can also work closely with Apple's geniuses to troubleshoot any problems they might have with their phones. It's as if Google didn't even consider this when it released the Nexus One. Apple has done a fine job of streamlining the iPhone-owning experience. Google, on the other hand, has made it a chore. It's not good.

8. It's not improving

Complaints about the Nexus One have been coming since the device was released, but only recently has Google made any promises about making changes. However, those improvements aren't here yet. The longer the device flounders, the more likely that customers will find reasons to go with a competing product. Moreover, the longer Google drags its feet, the less likely that customers will look favorably on the search giant.

9. The Microsoft fear

Google might be a top brand in the tech industry, but it is in danger of following the recent troubled path of Microsoft. The software giant has dealt with serious image issues ever since security outbreaks and poor online strategies started affecting customers on a grand scale. Google might be committing similar blunders of its own that could turn it from the unblemished darling of the tech world into another clumsy, stumbling giant.

10. Customers remember the bad

Worst of all for Google, customers remember the mistakes companies made much longer than they think about all the good they have done. And once a first major mistake is made, it's entirely possible that the company, regardless of its size, won't be able to recover. It looks like Google has committed a major blunder with the Nexus One that might be very difficult to correct. So it needs to get to work now.

If it doesn't make the right moves to fix its mistakes, it's possible that the respected Google name won't hold the same kind of clout that it did prior to the Nexus One's release.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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