Nexus 4 Shortages Discussed By LG

8 December 2012, 12:25 pm EST By Prarthito Maity Mobile&Apps

While the Nexus 4 is currently one of the hottest smartphones around, the device is still short on supply which has proved to be a major drawback for the smartphone, as well as its sales.

Now, LG has finally decided to come forward and discuss the supply problems that the Nexus 4 has faced since its release; however, the explanations put forth by the company are less than satisfactory.

LG UK executive Andy Coughlin answered some of CNET’s questions regarding Google’s Nexus 4 sales issues. Coughlin stated that this is little more than a case of demand uncontrollably exceeding sales forecasts. He said that the phone “had proven extremely popular, and as such retailers have been met with huge demand.”

"We are working closely with Google to ensure that those who wish to purchase a handset are able to do so," Coughlin further stated.

On asked as to why the Nexus 4 stock ran out so quickly leaving Android fans who wanted to buy the phone fuming, and whether LG has agreed with Google the amount of Nexus 4 stock that will be sold through the Google Play store, alongside the amount to be sold through other channels, Coughlin explained: “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.”

However, while it’s great that people want to get their hands on the device, it is expected from Google that it would give LG more of a heads-up regarding the potential demand for the device. With the stock running out in no time, it seems like Google may have underestimated the demand the smartphone would generate since release.

Ian Fogg, mobile media senior principal analyst for IHS, said, "It's hard to say whether Google underestimated demand, or whether they chose simply to have a number of devices available. The fact that the Nexus 4 is high profile is good for Google".

"All of this raises the public profile of Android," Fogg added. "All of this helps Google's strategic objectives."

The LG-built Nexus 4 went on sale in mid-November, but sold out in just half an hour. The device is currently on backorder in both the U.S. and the U.K.

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