Google's hardware hopes

Photo credits: AFP

 Google has become one of the most powerful companies in the world on the back of software - from search to Gmail, from the Chrome browser and Android operating system to YouTube.

Its attempts to become a big name in hardware have been somewhat less successful - but it keeps on trying.

This week saw the company unveil a range of new devices, including new Pixel smartphones and Google Home smart speakers. The message at the launch was that by combining its skills in artificial intelligence, software and hardware it could build compelling products.

Rick Osterloh, who heads up Google's devices division, was surely right when he says that innovation in smartphone hardware had just about reached its limits. "It's going to be tougher and tougher for people to develop exciting new products each year," he told the audience in California, insisting that software and AI were now the key differentiators.

However, the jury is out on whether customers are going to be so impressed by the AI services provided by the Google Assistant or its Photos app that they rush out to buy new Pixel phones or Google Home speakers.