At last year’s Mobile World Congress in Barcelona, Google went all out. They dedicated a huge area for the Android brand, company representatives handed out green Android pins and gave journalists and visitors ice cream sandwiches — named after the (then) latest operating system. However, at this year’s event, the Android swag and Google promoted representation was nowhere to be found.
For those following Google’s mobile marketing moves in the past two years, this doesn’t come as a surprise. Google has been trying for some time to focus Android the brand primarily on the application developers, gadget freaks and technology journalist demographics. It seems, to Google, that Android is similar to, “He-Who-Must-Not-Be-Named.” The Android app store has been changed to Google Play and even Google itself omits the name of the Android OS from its hardware products (Nexus devices series) — what enables many hardware manufacturers producing Android phones to promote their own brands.
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