New Delhi: As Google prepares to launch flagship devices Pixel 2 and Pixel 2 XL, the new devices can only compete with the other premium Android handsets if Google invests further in improving sales and marketing, an expert said on Tuesday.


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"Google`s positioning in the smartphone space is still unclear and there is a good reason for that: it can`t compete too directly with handset brands using Android in the high-end segment," Thomas Husson, Vice President and Principal Analyst, Forrester, told IANS.


"I`d expect the new Pixel smartphones to showcase what is possible with Google`s latest software (like Oreo OS, Google Assistant, Google Lens). Despite acquisition of key HTC assets, Google still needs to invest billions of dollars on sales and marketing and to build a global distribution network, should it want to become a serious player in that game," Husson added.


Google is expected to launch two Pixels -- Pixel 2 and a larger Pixel 2 XL -- on October 4 that would directly succeed Google`s existing line-up.


While Pixel 2 XL is rumoured to have a new bezel-less display design, the Pixel 2 might have a similar design to the original.


The devices are expected to house Qualcomm Snapdragon 835 System-on-Chip (SoC) and 4GB RAM.


"I think Google`s hardware move is more interesting when it comes to new form factors and post-smartphone experiences," Husson said.