In response to Europe’s soaring energy costs, Google said today that it’s no longer launching new Nest thermostats in Europe. That would be a major turning point in the company’s product strategy. The decision goes into effect October 25, with the company saying it wants to allocate its resources toward creating newer technology.
The tech behemoth has assured customers that current Nest devices will stay on European shelves until stock runs out. This move represents a clear break from the past. Google could be looking a few years down the line.
By halting the introduction of new Nest products in Europe, the company appears to be prioritizing innovation over maintaining legacy models. This strategy further tracks with the larger industry trend in which technology companies are funneling greater investments into next-generation devices and features.
“To fully invest in [future] advancements and bring you the most cutting-edge features on our latest generation of Nest thermostats, we will be transitioning away from supporting three of our oldest devices, each over a decade old.” – Google
The termination will have negative consequences for consumers who have already adopted Nest thermostats into their home automation and energy efficiency systems. Whatever the reasons, it seems that Google is indeed preparing to end support for older devices. Customers have to search out replacement options or move up-market to newer generation vehicles available in other markets.
Whether Google’s recent shift is testament to a fundamental change in Google’s strategy in Europe remains to be seen. The company has not provided specific details regarding future product launches or features that consumers can expect from the new generation of Nest thermostats.
Google’s shift raises questions about its long-term strategy in Europe. The company has not provided specific details regarding future product launches or features that consumers can expect from the new generation of Nest thermostats.
