Over 17 years! That’s how long Google has been in Kenya, a significant chunk of time to understand a market and its people. Yet, a glaring absence persists: Google’s own hardware. None of their Pixel or even the older Nexus phones, smartwatches, or Google Home devices are officially available for Kenyans or even Africans in general to purchase.
See, 17 years is not a short time to establish a brand presence in any market. Yet, despite Google’s long history in Kenya, it continues to neglect the country – and the wider continent – when it comes to its hardware offerings. No Pixel phones with their cutting-edge cameras, no Pixel Watches with seamless integration with Fitbit health tracking, and no Google Home devices to bring the magic of the Google Assistant into Kenyan homes. Heck, you won’t even find the Chromecast with Google TV streamer unless you get it from a 3rd-party retailer who shipped it from the US or Europe.
None of the Google Home products in my house were purchased locally. I had to jump through hoops and loops to bring them here, which to me is an unnecessary exercise that can easily be fixed with a simple partnership with local retailers like Jumia Kenya. Google already does this in some markets like India where it has partnered with Flipkart, the country’s biggest online retailer. But of course, Kenya can’t be close or even match the current purchasing power of Indian, so I understand Google’s priorities. But perhaps Africa can in years to come, so this would be a good time for Google to start its hardware journey on the continent. Although not hardware, the recent expansion of Google Wallet to a second African country gives me some hope.
Of course, Google may have their reasons, which I respect. However, this disconnect is still deeply troubling. Google generously funds initiatives to boost internet accessibility in Kenya, something even Michael Murungi, Google’s East Africa government affairs lead, recently highlighted. That’s important, for sure, but it’s a half-measure. Africans are eager for technology, demonstrated by the continent’s rapidly growing tech scene. Withholding Google’s own hardware feels out of touch with this reality. With the growing smartphone adoption and other technologies that come with it, Africa is undeniably in the conversation of the next wave of technological evolution. Google is already part of it with the wide array of software services and other initiatives. But it also needs proper hardware like its competitors or risk always playing catch up.
Oh Google has been here for over 17 years. pic.twitter.com/R5QrNj1viW
— Kanali (@NicKanali) April 2, 2024
The smart home market, for instance, remains untapped in Africa. There’s hardly any data showing that smart home devices are growing their presence in Africa, but it’s likely because getting hands on these devices requires patience and dedication. You can’t walk into a shop and walk out with a Google Nest Hub Max, for instance. But Google could change this narrative with the help of its multiple offices across Africa. Heck, even having demo products in these offices (I haven’t been to one, but I really hope they do) would go a long way towards introducing them to a new audience. It is the little steps that count.
For those of us who manage to import some Google hardware products, the lack of local presence means you forget about any meaningful support in the event these devices break. I’ve had a few moments where my Nest speakers or Chromecast malfunctioned yet Google support couldn’t help me because I’m in Kenya — or Africa — an unsupported region. Maybe this lack of proper after-sales support is why Google hasn’t introduced its devices in Kenya and other parts of Africa. But since they already have brick-and-mortar offices means they can easily establish one of these repair centers if they wanted to.
But let’s not get ahead of ourselves. ICYMI, Google pulled its Fitbit lineup from South Africa last year, the only African country that previously had local access to some Google-related hardware. This now means not a single African country has official access to Google’s hardware. Yep, a multinational tech giant with offices across Africa, seemingly comfortable denying its own products to an entire continent of potential customers. That’s what I see here.
The missed opportunities are infuriating. Imagine the impact of Pixel phones catering to African skin tones with exceptional cameras. Or Google Home devices expanding access to information with language support for Swahili and other widely spoken African languages. Or even Nest cameras keeping an eye on our homes when away at work or travelling. It’s not just about selling gadgets, it’s about unlocking the true potential of technology within a uniquely African context.
Google, it’s time for a serious rethink. Acknowledging the value of the African market means more than charitable initiatives. It means respecting African consumers enough to offer the full range of Google experiences. Kenyans, and all of Africa, have waited long enough. It’s time to make Google hardware a reality, not a distant dream.
