Google’s Long-Awaited Entry into the Belgian Market: Pixel 8, Pixel 8 Pro, and More
Belgium recently witnessed a groundbreaking event in the tech world – the launch of Google’s hardware products within its borders, marking a significant milestone for both Google and Belgian consumers. After a seven-year-long wait, some might say the timing couldn’t have been better for the arrival of Google’s latest offerings. On October 4th, Google hosted its inaugural “made by Google” event in Belgium, unveiling not only the highly-anticipated Pixel 8 smartphones but also introducing a new smartwatch and wireless earbuds to the eager audience.
It’s not every day that a major player in the tech industry introduces new products to the Belgian market, making this event even more noteworthy. Google, however, has a reputation for making its audience wait, as was the case with its voice assistant, which was available in France several years before reaching Belgian shores. Was the prolonged anticipation worth it? Google promises an AI-powered device that is not only user-friendly but also poised for significant growth in all the markets where it is already established. In this article, we will delve into the details of these devices, which are poised to be Apple’s fiercest competition, as Google can seamlessly integrate both hardware (Pixel phones) and software (its own version of Android) – a feat that other manufacturers like Samsung and Xiaomi, who also use Google’s operating system, cannot easily replicate.
The significance of the event was underscored by the presence of not only the press but also the CEOs of Proximus and MediaMarkt, who attended the launch held at Google’s Brussels offices.
Aside from the Pixel 8 (128 GB: €799; 256 GB: €859) and Pixel 8 Pro (128 GB: €1099; 256 GB: €1159; 512 GB: €1299), Google is set to challenge major players in the consumer electronics market with a complete ecosystem, including the now-ubiquitous wireless earbuds and a smartwatch. Soon, you’ll find Pixel Watch 2 (€399) and Pixel Buds (€229) on the shelves, subjects we will explore in more detail in the near future.
Google’s Bold Promise: The Smartphone to Keep Until 2030 Officially Arrives in Belgium
Empowered by artificial intelligence (AI), Google’s new smartphones, the Pixel 8 and Pixel 8 Pro, are set to receive essential updates and spare parts support until 2030, a groundbreaking commitment in the world of Android phones. Officially available in Belgium from October 12, 2023, these new smartphones (starting at €799 for the Pixel 8 and €1099 for the Pixel 8 Pro) will receive critical updates such as software support, security updates, operating system upgrades, the introduction of new features, and the availability of replacement parts. This represents a unique offering in the Android ecosystem, which often suffers from premature end-of-life for updates.
Out of the box, the Pixel 8 and Pixel 8 Pro run on Android 14 and will continue to receive updates for the next seven years, including Android 15 (2024), Android 16 (2025), Android 17 (2026), Android 18 (2027), Android 19 (2028), Android 20 (2029), and Android 21 (2030). Until now, Fairphone had been the most generous in terms of Android updates. On the other hand, Apple’s iPhone is known for its longevity, with the iPhone XR released in 2018 running iOS 17, the latest OS version in 2023.
Partnership with Proximus and MediaMarkt
Google’s unprecedented commitment to seven years of support means that “your Pixel 8 and Pixel 8 Pro will be supported until 2030,” as emphasized by Google. “No major smartphone brand offers such a level of support and longevity… As part of this effort… we will deploy updates as soon as they have completed the necessary testing to ensure they enhance the experience for all Pixel customers.”
While Google has been developing the Pixel family since 2016, the global distribution has been gradual, with each country joining the ranks one by one. Belgium is now joining this journey in October 2023. Google has entrusted two partners, Proximus and MediaMarkt, with the official distribution of Pixel 8, Pixel 8 Pro, and the Pixel 7a (priced at €509). While it was possible to acquire other Google Pixel models in Belgium before, it often involved unofficial channels, bypassing the official distribution network, which could be problematic in terms of warranty and after-sales service.
AI-Enhanced Features
With the promise of accompanying you until 2030, the Pixel 8 and Pixel 8 Pro rely heavily on artificial intelligence (AI). For example, the “Best Take” feature showcases the power of AI. Imagine taking a series of six group photos, and none of them is perfect, with no one displaying a smiling face and open eyes in every shot. With the Best Take functionality, you can choose, person by person, the face extracted from one of the six photos to include in the final composite image, all thanks to the magic of AI.
The Pixel 8 Pro, equipped with a powerful chip, is designed to execute certain AI functions on the device itself, rather than relying on remote data processing, a process that demands significant bandwidth. Rick Osterloh, Vice President of Devices and Services at Google, referred to this as a “major breakthrough.” The Pixel 8 Pro will be the first smartphone with its own generative AI system for images.
In the immediate future, this technology will enhance existing tools such as photo editing, but the ultimate goal is for it to perform various other functions, especially in terms of assisting human productivity. This market has been undergoing significant disruption as generative AI enables the creation of various content with a simple natural language request. Tech giants like Google and Microsoft are in a race to deploy intuitive tools aimed at saving time for users.
Bard: Google’s Generative AI Chatbot
Pixel phones will soon feature functionality from Bard, Google’s generative AI chatbot, akin to OpenAI’s ChatGPT. This mobile assistant is expected to provide real-time assistance, such as choosing the best hiking route, summarizing emails, or even organizing a birthday party. Monika Gupta, a Vice President at Google, stated, “It’s a step closer to our vision of creating the most useful personal assistant in the world.” Bard combines personalized assistance with reasoning and content generation capabilities. It can hear, speak, see, and even perform tasks to directly assist users on the device they carry with them at all times.
Additionally, Google plans to equip the Pixel 8 Pro with a sensor to measure body temperature, pending approval from U.S. authorities. Previously, Belgian consumers had to purchase these devices from foreign e-commerce websites, as Google did not officially market its products in the country. This posed challenges in terms of warranty and after-sales service.
Innovations in the Pixel 8 Series
The new smartphone, which can be compared in terms of price and features to flagship devices from market leaders like Samsung and Apple, offers some unique features. For example, it can measure the temperature of objects, making it a valuable tool in various scenarios. Photo editing is also significantly enhanced through AI, with Google introducing features such as the ability to remove objects or individuals from photos, as well as the capability to reduce background noise, such as barking dogs, in videos.
During its global presentation, Google also demonstrated “call assist,” where a digital assistant answers a phone call, inquires about its nature, and then either forwards it or dismisses it. This feature currently works only in American English, and Google has not provided a concrete timeline for its availability in other languages.
The prices for Google’s latest offerings start at €799 for the Pixel 8 and go up to €1,099 for the Pixel 8 Pro. Google also unveiled a new smartwatch and earbuds during the global presentation, both of which will be available in Belgium.
A Change in the Belgian Market
This launch represents a significant change in the Belgian market. While Belgian consumers were previously able to acquire other Google Pixel models through unofficial channels and foreign e-commerce websites, Google had not officially marketed these products in the country. Several factors contributed to the delay in entering the Belgian market, including the country’s two primary national languages (French and Flemish), the need for comprehensive after-sales service, and the necessity to establish partnerships for distribution, such as those with Proximus and MediaMarkt.
The new smartphone, which can be compared in terms of price and features to flagship devices from market leaders like Samsung and Apple, offers some unique features. For example, it can measure the temperature of objects, making it a valuable tool in various scenarios. Photo editing is also significantly enhanced through AI, with Google introducing features such as the ability to remove objects or individuals from photos, as well as the capability to reduce background noise, such as barking dogs, in videos.
During its global presentation, Google also demonstrated “call assist,” where a digital assistant answers a phone call, inquires about its nature, and then either forwards it or dismisses it. This feature currently works only in American English, and Google has not provided a concrete timeline for its availability in other languages.
The prices for Google’s latest offerings start at €799 for the Pixel 8 and go up to €1,099 for the Pixel 8 Pro. Google also unveiled a new smartwatch and earbuds during the global presentation, both of which will be available in Belgium.
Google’s expansion into the Belgian market signals a significant shift, and its partnership with Proximus and MediaMarkt ensures that consumers will have easier access to these cutting-edge devices. With unique features like temperature measurement and AI-driven photo editing, Google is positioning itself as a formidable competitor to other smartphone giants like Apple and Samsung.
As the tech world eagerly anticipates the official release of these devices in Belgium, it remains to be seen how Belgian consumers will respond to Google’s long-awaited entry into their market. With the promise of unparalleled support and innovative features, it’s safe to say that the arrival of Google’s Pixel 8 series and associated products has created a buzz that will resonate throughout the Belgian tech landscape for years to come.
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