Google should just buy Essential

Chris Burns - Jun 7, 2018
0
Google should just buy Essential

I feel like it’s inevitable that Google will acquire Essential, and all of its assets. They’ve got the cash, Essential is in a position where being acquired wouldn’t be the end of the world, and they’re two companies that’d benefit from one another. Plus, it would seem that Essential is already getting in Google’s good graces with early inclusion in the Android P Beta – hitting Build 1 starting today.

Essential was included as the primary example of a smartphone that’s prepared for Android beta software AND has a Notch this week in Google’s latest blog entry. Granted, it’s the ONLY device on the list for Android P Beta software devices – but there on that list it most certainly is, right up on top of the Alphabetical list. According to that list, the Essential Phone is as follows:

SEE TOO: Essential Phone Review

“Created by the founder of Android, Essential Phone has all the features you care about without a bunch of gimmicks. A large, edge-to-edge display, titanium and ceramic body, pure Android and fast & guaranteed software updates.” With a simple description like this, it makes Essential sound like Nexus.

Google doesn’t absolutely NEED the Essential Phone team, or their patents, or their knowhow – but a buy of a company like this doesn’t need to be about needs. It could be about what might well be a gradual takeover of the entire non-Apple non-Samsung smartphone-making industry, by Google. And why not? It’s not as if any other company has anything so extremely unique outside of Android that the industry would be better off with than without.

Maybe Google acquiring Essential – then eventually everyone else – is what the mobile industry needs to move forward. Right now the market’s mired in piddly spec bump competition – or lack of competition – ruled by component-makers of all sorts. Maybe what we need is a new operating system for a new type of device altogether?

Buying Essential might be the move Google needs to make to cement themselves in the future of this market. Unless they want to continue to move laterally, that is. We’re there now. Keep your old phone – there’s nothing significantly new in the world. That’s the way of things – until someone new pops up.


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