skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


Google has unveiled a new set of devices designed to complement and update its "Made by Google" product range. This research note discusses the market implications and Google's ability to compete with Amazon, Apple, and Samsung.


  • Not only was AI present via Google Assistant being embedded on all devices that were announced, but it also showed up in the ability of Google's devices to observe and understand their environment. Google has truly brought "magic" to its devices, from Google Home Max which adapts its audio output based on where it is placed, to Google Clips which automatically captures shots on your behalf by recognizing the faces and expressions of your family, friends, and pets.
  • The design, materials, technology specs, and software execution of the new devices puts Google at the same level as Apple and Samsung, which is a significant achievement in just a year.

Features and Benefits

  • Assesses Google's new positioning in the device market.
  • Analyzes Google's ability to compete with Amazon, Apple, and Samsung.
  • Discusses the role of digital assistant and AI in device purchase intention.

Key questions answered

  • Will Google's new devices sell?
  • What's unique and disruptive in Google's new devices?
  • Will Google beat Apple and Amazon in the smart home?

Table of contents

Ovum view

  • Summary
  • Google Home will sell more than Pixel 2
  • Contextual AI is at the core of Made by Google
  • Google brings first eSIM smartphone to market


  • Further reading
  • Author

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now