Google’s Nexus program has undergone a major shift in strategy since it was born in 2009. Back then, the program was aimed squarely at developers, and the devices released under the “Nexus” umbrella were primarily meant to serve as software development tools. However, Google experimented by making the original Nexus phone, the HTC manufactured Nexus One, available to the public through a dedicated online store. They pitched the idea of bypassing the carriers and selling the unlocked device directly to consumers as a disruptive new model for the industry. However, the lack of promotion and the relatively high price tag of the unlocked device made it a tough sell.

The following year, Google teamed up with Samsung to launch the Nexus S. This time the carriers joined in, as the Nexus S was launched by T-Mobile and Sprint in the US, as well as Bell, Rogers, Telus, and the rest of our carriers here in Canada. With the Nexus S, Google sent a clear message that the Nexus program was no longer just for developers, and that they had every intention of marketing their “pure-Android” phones directly to consumers.

Google stuck with that attitude in 2011 for the launch of the Galaxy Nexus, the second Samsung-made Nexus phone, and the most available and aggressively marketed to date. The Galaxy Nexus launched on Verizon in the US (after some delay), and like its predecessor, also launched on every Canadian carrier. It was very well received by critics, and was considered for a long time to be the best Android device available.

I believe that is Google’s new goal for the Nexus program: to create the best Android smartphones out there, that perfectly represent their vision for Android. Nexus has become the consumer facing brand for un-skinned “Google phones”, which now includes the Google/Asus Nexus 7 tablet.

As we approach the 1 year anniversary of the Galaxy Nexus’ unveiling, all eyes are now on Google in anticipation of the next Nexus. Despite a persistent rumour that Google will launch an entire line of Nexus phones this year, consisting of handsets from Samsung, HTC, Motorola, LG, and Sony, recent leaks have indicated that there will be but one new Nexus this year. That phone is likely to be the LG Nexus 4, about which we already know quite a bit.

First leaked in late September as the “Optimus Nexus”, the Nexus 4 looks similar to the Galaxy Nexus which it replaces. Leaked specs indicate the Nexus 4 will pack a quad-core Snapdragon S4 processor, 2GB of RAM, a 4.7-inch 1280 x 768 display, and a paltry 8GB of internal storage (though there will likely be multiple options).

While a lineup of Nexus phones from every major Android OEM would be insanely cool, it is looking increasingly likely that LG’s Nexus 4 will be the Nexus phone of 2012. We’ll know for sure on October 29th.

What has me curious is: why LG? The first two Nexus makers - HTC and Samsung - are what you’d call “major” Android OEM’s. They produce high quality, top selling Android phones. I wouldn’t necessarily consider LG a major Android OEM, at least not in the U.S. They keep launching new devices, but I can’t name a single high profile Android phone from LG that has been as successful as the Galaxy and One phones from Samsung and HTC, respectively.

The obvious answer may be that it is simply LG’s turn to make a Nexus phone. Google wants to give every OEM a shot, and they just decided to go with LG this year. But I also believe that there are other factors at play here, and I’m interested in speculating what they may be. Perhaps the question should not be, “Why did Google choose LG?”, but rather, “Why did Google choose LG over someone else?”

(Authors note: I have no inside information on the inner-workings of Google or the Nexus program. The following is purely my opinion and based entirely on speculation.)

Why not Samsung?
Samsung is turning into an unstoppable Android behemoth leading the “anti-Apple” charge. With their extremely successful Galaxy phones, Samsung has created a brand as synonymous with Android as Kleenex is to facial tissue.

And that is exactly why Samsung will not release a Nexus this year: they don’t need to. Samsung doesn’t need Google anymore. Back in 2010, having just launched the original Galaxy S, Samsung was looking to make a name for itself in the smartphone world. Making a Nexus phone says that Google trusts you. If Google chooses you to make their flagship phone, then your phones must be good, and the Nexus S and Galaxy Nexus sent that message to consumers.

Now Samsung has become high-profile in their own right. The Galaxy S III is selling extremely well, so well that it is the only in-market iPhone 5 rival. And then there is the Galaxy Note, which is enjoying its own time in the spotlight respectively. Samsung’s Android business has become big enough that they don’t need Google’s help anymore.

Why not HTC?
HTC had the honour of producing the first Nexus device, which in its day was one of the greatest smartphones around. After the wildly popular One X launched earlier this year, I wanted more than ever to see HTC take another crack at a Nexus phone.

The reason why Google did not choose HTC to make this years Nexus is glaringly obvious: HTC is in bed with Microsoft. HTC’s Windows Phone 8X and 8S are being billed as the “premiere” Windows Phone 8 devices. While HTC has no intention of abandoning Android, it’s clear that they’ve sided with Microsoft this Fall.

Why not Motorola?
Everyone must be wondering, “why not Motorola?” After all, they ARE owned by Google now. Wouldn’t a Motorola Nexus make sense? I think the short answer here is that Motorola still isn’t ready. Not that they are technically incapable of producing a great Nexus phone, just that they are still going through a bit of a transition period.

Google’s acquisition of Motorola only just closed in May 2012 - that means Google has only owned the company for five months. They’re still working through the transition from independent company to Google-owned subsidiary, and it’s going to take some time for all the changes to settle in.

Now, it isn’t hard to imagine Motorola eventually becoming “Google Hardware” and producing most, if not all, of Google’s Nexus phones and tablets sometime in the future. In fact, I’d say that is pretty much guaranteed. But as I said, they aren’t there yet. Perhaps next year, after at least a full year of ownership, Motorola will get a chance at a Nexus.

In the hierarchy of Android phone makers, I believe LG comes next. Perhaps Google intends to do for LG what they did for Samsung, and help them gain prominence as an Android OEM, not just as a maker of cheap, prepaid smartphones.

Only time will really tell, but as a phone nerd I can’t help but cross my fingers in hopes of what’s to come, regardless of who makes it.

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