Google vastly underestimated Nexus 4 demand

By no less than 10 times
Darren Allan

January 22, 2013

It seems that Google made quite the error when gauging the sales potential of the Nexus 4 in the UK, as apparently demand was ten times higher than the company anticipated.

As you may have noticed if you want a Nexus 4, stock has been pretty thin on the ground since the device’s launch last November. Indeed, both the 8GB and 16GB models are still out of stock as of the publishing of this article.

“We are out of inventory. Please check back soon,” is all Google offers as a statement on its Play store.

However, Cathy Robin, director of mobile communication at LG France – LG is the manufacturer which makes the phone for the web giant – has come forward to explain that Google woefully underestimated the demand for the Nexus 4, and this is why there’s such a chronic shortage of the phone.

IT Pro reports Robin as telling the French website Challenges: “Google has presented forecasts according to their previous sales history of Nexus [devices]. Current deliveries of LG correspond to what had been pre-ordered on Google Play. We continue to deliver regularly [but] it is lean. This is why the Nexus 4 is always shown as exhausted and the potential buyers feel they cannot buy it.”

“For example, the initial forecasts of Google were 10 times higher for the United Kingdom and Germany.”

Being out by tenfold is quite the error, to say the least. The good news is that production is reportedly set to ramp up at LG – but not until the middle of next month, so there isn’t likely to be any immediate end to the Nexus 4 drought.


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