Nexus 4 supply shortage is good for Google

Jeremiah Yap – Fourth Estate Cooperative Writer

London, United Kingdom (4E) – LG United Kingdom has declared a shortage of Nexus 4 supplies due to “huge demand.” The Nexus 4 was one of the fastest selling mobile devices in recent memory. When it hit the shelves last month, it was sold out in 30 minutes.

CNET UK contacted mobile LG UK head Andy Coughlin and he said the Nexus 4 has “proven [to be] extremely popular, and as such retailers have been met with huge demand.”

The shortage problem roots from Google underestimating the demand for the smartphone. Google didn’t anticipate how popular the smartphone would become.

“As with any sales process, LG supplies product quantities against partners’/customers’ (ie retailers, operators etc) forecasts. Demand via the Play Store has been very high in this instance,” Coughlin added.

Nexus 4 units can still be purchased through network carriers but it’ll cost more. It would be cheaper for consumers to purchase the smartphone from Google through the PlayStore.

Even if LG and Google can’t satisfy the demand of consumers, the fact that the smartphone is experiencing a shortage in supply is a good sign for the search giant. The shortage “problem” raises the profile of Google in the smartphone industry.

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