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Google launches online store, smart speakers in Singapore as part of new retail push

SINGAPORE — Search giant Google is dipping its toes further into the region’s competitive electronics hardware retail scene by setting up an online store in Singapore that sells directly to consumers, its first such store to do so in South-east Asia.

Google is the first major brand to sell these voice-activated speakers in Singapore, edging out rivals Amazon and Apple which have similar products - the Amazon Echo and Apple Homepod - but have yet to launch them here.

Google is the first major brand to sell these voice-activated speakers in Singapore, edging out rivals Amazon and Apple which have similar products - the Amazon Echo and Apple Homepod - but have yet to launch them here.

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SINGAPORE — Search giant Google is dipping its toes further into the region’s competitive electronics hardware retail scene by setting up an online store in Singapore that sells directly to consumers, its first such store to do so in South-east Asia.

The Singapore store will allow users to order Google products such as the Pixel 2 XL phone, its Wifi system, and the company’s newly launched voice-enabled speakers. Previously, such products were only sold exclusively through selected retailers such as Singtel, StarHub or Lazada.

When asked if this was a precursor to setting up physical retail stores like what Apple, Samsung and Xiaomi have done aggressively in the past decade, Google said “no”, stressing that it was “relatively new” to the hardware business and wanted to focus on first understanding how to work with the existing retail system.

“Keeping the store online gives us the flexibility to innovate and respond faster to consumer demand, and also gives us some promotional opportunities such as bundling of products at discounted rates,” said Mr Mickey Kim, Google’s director for product planning and partnerships for the Asia-Pacific region.

Consumers here can place orders on the Singapore Google store from Wednesday (April 18). Its newly launched Google Home and Google Mini smart speakers will hit the shelves here on Friday.

Google is the first major brand to sell these voice-activated speakers in Singapore, edging out rivals Amazon and Apple which have similar products — the Amazon Echo and Apple Homepod — but have yet to launch them here.

Smart speakers, the latest fad in the "smart home" scene, allow consumers to use voice commands to get local news, play songs on Spotify, or watch Netflix videos on their television sets. Tie-ups between Google and other companies like OCBC Bank and Singapore Airlines will also allow users to get flight information as well as foreign exchange rates and financial market updates via the speakers.

Mr Aditya Gupta, head of e-business at OCBC Singapore said: "For our customers to be able to interact with OCBC services by simply speaking to artificial intelligence assistants on their smartphones and smart home devices is an exciting development, and an important one as we shape the bank of the future."

Google's Mr Kim added: "We will continue to add new features and more functionalities to Google Home, but we don't have a timeline to announce (them)."

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