Google is reportedly getting ready to scrap the Nexus devices in favour of a new device program called “Silver.” The search giant intends to use the new program to take more control of the Android ecosystem and take devices powered by the so-called “Google Experience” Android to the mass market.
First reported by Android Police earlier this month, Android Silver program has been further confirmed by The Information today. According to the publication, the first “Silver” devices will reach the market sometime next year. LG and Motorola are the first device makers to have partnered Google for this initiative.
The report further adds that Google is providing several incentives to the manufacturers and wireless carriers to make “Silver” succeed. One of these incentive is $1 billion marketing spend to promote “Silver” devices via ad campaigns, in-store displays and kiosks. In return, Google wants the manufacturers to limit the number of non-Google apps on the devices or allow users to uninstall them (essentially giving a Google Play edition like device with little or no tweaks).
The Information also states that “Silver” won’t just be directed at better software experience but Google also wants great and useful hardware features in the devices like water-proofing etc.
Although just a step up from Nexus and Google Play edition devices, the Silver program could impact the whole Android ecosystem in a big way and might finally take the Google’s version of Android to the mass market consumers.