Google has announced an exciting promotion for customers in the UK, following its surprise sale of the Pixel 8 last week in the United States. The tech giant has now extended the discounted pricing to UK shoppers, offering £150 ($189.44) off the Pixel 8 and £100 ($126.29) off the Pixel 8 Pro. This limited-time offer began on February 9th and will run for nine days until February 18th.
It's worth noting that this is not the first time Google has discounted these phones in the UK, nor is it the first instance of a time-limited promotion. Just last month, the company provided £125 ($157.87) store credit vouchers to customers who purchased a Pixel 8 directly from Google. In the US, Google has also discounted its entire current smartphone lineup, including the coveted Pixel Fold.
But it's not just the smartphones on sale; other devices such as the Pixel Watch 2, Pixel Buds Pro, Pixel Tablet, and Pixel 7a are also available at temporarily reduced prices. Additionally, in the US, Google has been sending referral codes to Pixel owners, offering a $50 store credit to both the referrer and the person purchasing a Pixel 8, 8 Pro, or 7a when the code is used.
This series of back-to-back sales is somewhat unusual for Google, despite being known for offering discounts on its products. Since October, the company has been issuing high-value vouchers to YouTube Premium subscribers to use towards the purchase of a Pixel 8. It has also increased its trade-in prices and randomly provided $100 store credit coupons to Google Photos users. It seems likely that Google will continue these aggressive pricing tactics throughout the year as it competes with smartphone market leaders, Samsung and Apple.
These efforts can be attributed to changing consumer behavior and the way companies are adapting to it. With users holding onto their smartphones for longer, Google and Samsung have responded by offering seven years of Android updates and security patches for their latest flagship phones. This enhanced software support comes at a cost, prompting companies like Google, Samsung, and Apple to encourage long-term users to subscribe to their services.
Google has recently revamped its YouTube Premium offering and increased prices for older users on lower-tier plans. The company has also run promotions for its Play Pass subscription service. Moreover, any purchase of Pixel hardware comes with free trials for Fitbit Premium, Google One, and YouTube Premium.
Another factor contributing to these pricing strategies is the rise of generative AI, which is assuming more responsibilities on smartphones. This has opened up the possibility of users subscribing to specific AI features on their devices. Samsung has already hinted at this approach. On the Pixel 8 landing page of the Google Store, the focus is prominently placed on 'Google AI.' It is evident that AI will serve as the primary selling point and potential revenue stream for these devices in the near future.
In conclusion, Google's extension of its Pixel 8 and Pixel 8 Pro sale to UK shoppers signals its commitment to capturing a larger market share. With aggressive pricing and an emphasis on services and AI features, Google is poised to challenge industry leaders and cater to evolving consumer preferences.
