Google’s indecipherable foray into consumer electronics

In a very out-of-place about-face, it has emerged that Google is about to make its first foray into the realm of consumer electronics. It isn’t an Android phone, Google TV, or Chromebook, however — no, Google’s first in-house device will be… a home entertainment system.

Now, this doesn’t come as a complete surprise: At its I/O conference last year, Google demonstrated Android @ Home, a “smart home” automation system that uses an Android OS-powered “Tungsten” cube as a central hub (pictured below), and a smartphone or tablet as a remote control. At the time we assumed that Tungsten was a prototype device for an OEM (like Logitech or Sony) to work from, but according to The Wall Street Journal it’s going to become a bona fide, Google-designed and -marketed consumer electronics device that will be launched later this year.

Judging by the WSJ’s sources, though, it sounds like the device isn’t a full-blown smart home system; rather, it’s just a WiFi music streamer, much like a Sonos music system. All but confirming the WSJ is an FCC application filed by Google requesting that 252 of its employees test “throughput and stability of home WiFi networks using an entertainment device” between January and July 2012. The FCC filing says that the device will connect to the internet via WiFi and “home electronics” via Bluetooth, which probably means Android smartphones and tablets. We can only guess, but this device will presumably tie in with Google Music (and Google Drive).

Why Google is popping its consumer electronics cherry with a home entertainment system is a riddle wrapped in an enigma wrapped in a primary color ribbon. At first blush, it really makes very little sense. Sonos, which sells a similar product, had a revenue of $200 million last year — so Google certainly isn’t in it for the money. If the new device does any more than stream music, it will encroach on Google TV territory, too (and a bunch of other media streamers from the likes of Sony and Western Digital).

One possibility is that a music streamer is so far removed from Google’s core search business that Larry Page and co figure they have nothing to lose. If it fails, who cares? If Google failed at designing and marketing its own Android phone, that would be a different matter entirely. Perhaps, then, Google is testing the waters.

This makes even more sense when you factor in Google’s Motorola Mobility imminent acquisition, which is expected to be approved by the Department of Justice next week. In Motorola, Google has a top-notch consumer electronics manufacturer and a real chance to compete with Apple’s vertically integrated software-and-hardware juggernaut. In all likelihood, this home entertainment system will be manufactured by Motorola.

There’s still no avoiding the fact producing hardware devices is completely at odds with Google’s current “more wood behind fewer arrows” push, though. Google has spent the last year shutting down services and consolidating its efforts into Google+, Search, and Android. I don’t see how a home entertainment system fits into that — unless we’re overanaly ing it, of course.

Maybe this home entertainment system is the equivalent of Google dipping its toes into the hardware pond. If this device is well received, maybe the next Nexus device will have Designed by Google in California on the back of it — and then after that, maybe own-brand Google TVs and Chromebooks, too. And after that… primary color retail stores!

Google’s indecipherable foray into consumer electronics