The popular annual event of the wireless industry, Mobile World Congress (MWC) is just around the corner. Conventionally, Google has always been proactively present at the past MWC events. But this year, the search giant seems to have taken a break from all the Android branding.
Over the last few years, Google has leveraged the MWC events to show off its Android handsets, actively promoting the Android brand and even sending out Eric Schmidt to deliver a keynote address. In other words, MWC has been one of the primary focus events of the company.
But this year, all has changed. Google is not setting up any stall this year – rather, the company says, it is going back to its other Android partners at the event. The philosophy behind the move is apparently that Google wishes to promote specific product line-ups as brands and not Android itself. For instance, the company believes that it should develop and showcase Nexus as a brand.
It is probably because of this that the company is no longer setting up an Android-stand at this year’s MWC. In addition, Google is not sending Eric Schmidt or Larry Page for the keynote speech. Rather, the company will have a few personnel attending this year’s MWC event but none of them seems too high up in the hierarchy.
Again, analysts have cited that most companies now prefer to have their own big events rather than spilling their beans at general events like MWC. It does make sense since every other mobile vendors now prefers to set up its own event for product launches, service announcements and other things.