# What Google Might Gain from an Unlikely Brand: Otterbox’s Strategy for Accessories
In the technology sector, product packaging is becoming smaller, and this isn’t solely due to environmentally-friendly packaging initiatives. We are also receiving fewer items with each new launch. The era in which smartphones included cases, earbuds, and chargers is behind us. Nowadays, consumers are fortunate to receive just a cable or two. This trend is now influencing various tech devices, including Google’s newest product, the **Google TV Streamer**, a $99 set-top box that lacks a high-speed HDMI cable—an important item for linking the device to a television.
Although this practice isn’t unusual in the current tech landscape, it prompts concerns regarding user experience, particularly when the product is meant to function best with certain accessories. Interestingly, Google could gain insights from an unexpected brand: **Otterbox**, known for its durable cases. Otterbox has managed to strike a balance between waste reduction and cost efficiency while still ensuring that customers who require specific accessories can obtain them. Here’s how Google and other tech firms could follow suit.
## The Google TV Streamer: What’s Included?
The Google TV Streamer includes several necessary components: a USB-A to USB-C cable, a USB-A power adapter, two AAA batteries, and a Voice Remote. However, one essential part is absent—the **HDMI cable**. This absence is particularly significant because the unit necessitates an HDMI 2.1 cable to leverage its full range of capabilities. Without it, users might not achieve the complete performance of the $99 streamer.
Google has attempted to address this by offering a $10 discount on an HDMI 2b cable for select customers—specifically those who pre-ordered the Google TV Streamer and previously owned a Chromecast. While this initiative is a positive move, it has limitations and fails to cover the needs of all potential customers.
## The Implications of the Absent HDMI Cable
The justification for excluding items such as cables, earbuds, or power adapters from the packaging is often presented as an environmentally-conscious decision aimed at minimizing e-waste. After all, many consumers already possess these accessories from prior purchases. However, regarding the Google TV Streamer, this reasoning is inadequate.
Not all HDMI cables are equivalent. The Google TV Streamer is compatible with **HDMI 2.1**, a standard that supports higher resolutions and quicker refresh rates. Utilizing an older HDMI cable, such as one that accompanied a previous TV or console, could hinder the performance of the device. Consequently, numerous users will have to purchase a new HDMI cable to maximize their experience with the Google TV Streamer.
Regrettably, the $10 discount on an HDMI 2b cable is available only to a limited group of customers, leading others to either buy a cable at full price or risk using a subpar alternative. This could result in a less-than-optimal user experience, which ultimately tarnishes both the product and the brand’s reputation.
## How Otterbox Operates Differently
Surprisingly, Google and other technological leaders could take a cue from **Otterbox**, a company recognized for its durable phone cases. Otterbox previously included holsters with certain case models, like the Defender Series. However, not every buyer desired or needed the holster, resulting in many customers discarding them, thereby contributing to waste.
Acknowledging this, Otterbox altered its strategy. Now, when a customer purchases a Defender Series XT or Defender Series Pro XT case, the holster is not automatically included. Instead, customers interested in the holster can claim a **free holster** using a code provided with their order. This way, Otterbox diminishes waste and costs while still allowing customers who want the accessory to obtain it at no extra charge.
This approach achieves a balance between reducing unnecessary waste and ensuring customer satisfaction. It’s an advantageous solution that tech companies like Google, Samsung, and Apple should contemplate implementing.
## A More Effective Strategy for Google and Other Technology Firms
Google’s current strategy regarding the HDMI cable situation with the TV Streamer is a step forward, but there’s room for enhancement. Instead of providing a limited-time discount for certain buyers, Google could embrace a model akin to Otterbox’s. Here’s how it could function:
1. **Omitting HDMI Cable by Default**: Similar to Otterbox, Google might opt not to include an HDMI cable in the packaging by default, thereby minimizing waste and maintaining the price of the Google TV Streamer at $99.
2. **Providing a Free or Discounted Cable**: Google could include a voucher or code within the package that allows customers to claim a free or significantly discounted HDMI 2.1 cable. This would guarantee that customers needing the cable can obtain it without incurring additional costs, while those who already possess a compatible cable are not pressured to purchase something unnecessary.
3. **Long
