Google's latest Nest Hub announcements show it's changing its smart home strategy — again:
be slotted into this new branding. This could help differentiate Google's connected home products from its mobile efforts and minimize possible confusion. It could also insulate Google's core brand from the negative impact of smart home-related privacy concerns and its smart home efforts from any issues stemming from the search or mobile business.
The company's emphasis on privacy — centered on a lack of cameras in the home — has given way to camera-equipped home devices that can perform the functions of a home security camera. And by moving away from using the Google brand in much of the home space, it will shift away from a unified digital offering through which consumers could put Google in all its various iterations at the center of their digital lives.
While Assistant-powered voice devices look set to continue to grow as a share of the estimated 500 million smart speakers that will be installed in the US by 2024, Google could lose and push a larger share of consumers toward Amazon and Alexa if they're unsure what to expect from buying into a Google ecosystem.1. Sign up for the IoT Briefing to get it delivered to your inbox 3x a week. >>pass to Business Insider Intelligence and gain immediate access to the IoT Briefing, plus more than 250 other expertly researched reports.
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