Google has quietly stopped selling its Google Nexus One handset on its own website and stressed that it would be flogging them instead through retail outlets and high street stores.
The search giant reluctantly admitted that sales of its first consumer-oriented hardware product were disappointing and Andy Rubin, VP of engineering at Google and former alumni from Danger, explained on Google's blog that "With every innovation, some parts worked better than others".
He also added that "While the global adoption of the Android platform has exceeded our expectations, the web store has not. It’s remained a niche channel for early adopters, but it’s clear that many customers like a hands-on experience before buying a phone, and they also want a wide range of service plans to chose from."
The move marks the end of a turbulent and short trial where Google tried to change the way things are done but then failed to generate sales figures to sustain the move.
Google change its Nexus One phone from being one dedicated to pushing one smartphone to another one showcasing what other handsets from partners. Already, Google used the site to push devices like the Droid rather than its own.
Ultimately, as long as the phones carry an Android platform, it will serve Google's purpose and with the mobile environment being, by far, the fastest growing one over the past few quarters, it is winning the war despite having lost this battle.