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LG explains ‘huge demand’ for Google Nexus 4 caused supply shortage

Frustrated you weren’t quick enough to buy the Nexus 4 from Google Play before it went out of stock again? Well you’re not the only one. In an interview with CNET UK, LG says this is due to the smartphone’s “huge demand”.

In mid-November, the Nexus 4 went live on Google Play. In less than thirty minutes, the device was sold out. It reappeared in the search giant’s online store weeks after, but the 8GB variant was quickly sold out in less than twenty-four hours.

Head of mobile of LG UK explains 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.”

Speaking about Google quickly running out of stock, Coughlin says, “As with any sales process, LG supplies product quantities against partners’/customers’ (ie retailers, operators etc) forecasts.”

He adds that “demand via the Play Store has been very high in this instance”.

This hints that Google may not have predicted that the Nexus 4 would fly quickly off shelves. The new Nexus smartphone outperforms a number of popular devices such as the Samsung Galaxy S3. The good this is, it is almost half the price of today’s flagships. So it’s puzzling why Google failed to predict this.

You must have noticed that network operators offering the Nexus 4 are selling the handset at prices that are extremely more expensive compared to Google Play.

According to LG, “The retail price of LG products is decided by individual retailers.”

Ian Fogg, HIS analyst says, “It’s hard to say whether Google underestimated demand, or whether they chose simply to have a number of devices available.”

Talking about the handset going out of stock quickly, he said “the fact that the Nexus 4 is high profile is good for Google.

“All of this raises the public profile of Android. All of this helps Google’s strategic objectives.”

We’re you able to get your hands on the Google nexus 4 before it went out of stock? Let us know through a comment below.