Guerrino De Luca, CEO of Logitech, while speaking at the company’s Analyst and Investor Day yesterday, plainly delivered a statement that many of us could have seen coming, calling Logitech’s 2010 launch of the Revue set top box “a mistake of implementation of a gigantic nature.” Further, De Luca made it clear that Logitech had “brought closure to the Logitech Revue saga,” and plans to let inventory run out this quarter, with no sequel in the works for the manufacturer’s first Google TV box.


De Luca confided that “operational miscues in EMEA” cost the company over $100M, and ascribed much of Logitech’s headache to executing “a full scale launch with a beta product,” implying that Google TV, as a product, was not – and perhaps is not – established or complete enough to make a launch on the scale of the Revue reasonable.

To make the long story short, we thought we had invented [sliced] bread and we just made them. [We made a commitment to] just build a lot because we expected everybody to line up for Christmas and buy these boxes [at] $300 [...] that was a big mistake.

While Logitech has no plans to re-enter the Google TV game any time soon, De Luca noted that a “grandchild of Google TV” could see success in the future. Despite Google TV’s update to 3.1, it seems that at least one manufacturer is finding it less and less appealing, and some key improvements will be necessary to help Google TV achieve the success Logitech initially expected.

Source: Logitech via The Verge

Liam Spradlin
Liam loves Android, design, user experience, and travel. He doesn't love ill-proportioned letter forms, advertisements made entirely of stock photography, and writing biographical snippets.

  • James L

    Admitting fault is always good

    • ocdtrekkie

      Actually, they pretty much just dumped the blame on Google. :)

      • Frank

        Which is where the blame belongs. Look, I like Google, and use many of their products including an Android tablet, and a Chrome notebook. I also have the Logitech Review, and if not for Netflix, it would be worthless. Google blew it big time in releasing Google TV LONG before it was ready.

  • http://twitter.com/iamwillmoody Will

    Good. Maybe Google will start thinking these things through a bit more now.

    • Phil

      Price killed it for me.....not Google. Well let me add to that hardware. We knew console quality games were coming to mobile. Put some future proof hardware in the thing.

  • Bojan

    It's only because it cost so damn much. If they had launched this thing at $100, I can almost guarantee it would have outsold Apple TV

  • MidgetMe

    ....Well, sucks to be me. ... I hope they at least finish working on Honeycomb, so I can at least try some apps on it before I find out which GTV to buy next...

  • Andrew

    So are they going to release their code with notes, and allow Google Market so it can be independently developed by the community?

  • http://codytoombs.wordpress.com Cody

    Not going to disagree...but the way this reads gives me the feeling that even though De Luca took the blame for thinking $300 was a reasonable price, it feels like he still completely blames Google for the failure. While I've only briefly used the Revue and I freely admit the software needed a complete overhaul (seems to be happening), but the physical remote is just simply abysmal. It felt laggy, the keyboard was way too big, and the fact they made a keyboard into the remote is bordering on hinting the designers were hired from a special needs school for tax credits. Ok, so I'm exaggerating, but the full-size keyboard as a remote is pretty bad for anything short of an old-school htpc...and even with old htpcs there was a market for remote controls and receivers that worked on computers, why didn't somebody see that was a more winning combination and going full keyboard? Ok, rant over...

  • JLan

    Motorola will take over and deliver way better hardware.
    Most likely Logitech will regret in 3 years.

  • jturnbow

    I like my revvue...I like the full sized keyboard, makes surfing and typing feel natural. I didn't like Sony's small PS3 style keypad. Having said that, this does feel beta like. It doesn't "do" much, it definitely needs access to the market.
    Also, $300 was the fail. Especially with how limited Google TV is currently. But $99 made this a very nice no brainer purchase.

  • Dan

    Google screwed them by not delivering an update to googleTV for far too long. How can honeycomb be coming out for GTV the same time as ICS for phone/tablet. Why the hell wasnt Honeycomb ready Xmas last year at the same time as the xoom (with market) and an ICS update ready now. That would have sold lots more, kept everyone happy and kept the system alive. 100% googles fault on this one they dropped the ball and left sony/logitec hang out to dry for what... being early adopters of a technology they were trying to get off the ground?

    Pity, I have been looking forward to a GTV box here in Oz for a while but it seems like its even further away now.

    • cosmic

      Its no secret that honeycomb had shortcuts taken on it in order for the Xoom to be out in time. There's no way they could have fixed the shortcuts and applied honeycomb to GTV (especially with the choice of x86) in such a short amount of time.

      It was bad timing and even worse hardware selection for its time.

  • http://gthing.net sam

    I literally just bought one of these today. They better release 3.1 for it still.

  • Khaled

    he said intention of Revue is to support the Google TV Eco-system and they did their part.

    still in accessories and apps business, but not in setup boxes

    so wait and see

  • Mack

    Given you can get an xbox360 for similar price, has frequent updates, has high-end hardware so can keep adding future abilities, has media centre, ability to use sky player etc. Google TV is a bit like the old media centre extenders - if they were £50 people would buy them, but at the same price as an xbox with less functionality and less usability - WHY?

    • Matt2054

      You can get an Xbox 360 for $99?

      • Falconator

        Revue is $300...XBox360 is also the same price.

        • John

          Revue _was_ $300; it's been $100 for awhile now.

  • Falconator

    I want that keyboard for my tablet if it's BT. It's small, simple, and very portable.

    Oh...and yeah, that price tag of $300 was way too high.

  • JH

    I just got my Logitech Revue yesterday - and i love it! It's much better than my HTPC.

    I can stream from the internet and play media files from my server.
    I hope the Revue will still get the update so I can install the apps i want.

    Only thing missing in the Revue is a DVD-player

  • George

    Falconator - price cut to $99 -- I have seen it for $89.

    The 3.1 update makes it about 100 times more useful than the initial release, although I think it still would not have been enough to make it succeed.

    The build in media player still sucks, but with access to the market, I have been able to install Plex on mine and stream movies from Plex server installed on my Mac - Plex works 100X better than the built in video player - also supports more video formats. (the built in appears to have dropped support for streaming .mkv files).

    The CPU seems to be lagging some times and I think the ability to add memory (via a sd card or something), would have been a good option.

    One thing I have always disliked is the inability to install any chrome extensions - ie - lastpass. and chrome itself is pretty locked down. I would love to be able to use the sync option to keep the gtv chrome synced with all my other computers so it remembers passwords and sessions and the like ..

    Hopefully someone roots it so further updates can be made.

  • rocky00

    The same mistake committed by Motorola in pricing Xoom. Google's software is coming for free, it is upto the manufacturers to make it appealing by pricing it right. You either shoot for the early adopters with higher pricing and limited release or go with competitive pricing and mass release.
    I don't know which is the stupid decision, over pricing and mass producing a concept or jumping the ship when it is gaining momentum.

  • JayMonster

    Agree with many of the comments above, while Google must shoulder some of the blame for the deals that fell through (or were never cut), the rest of the fault falls squarely on Logitech. Pricing was embarrassingly high. Did they even create some sort of service pack for this thing to optimize it at any point? No of course they didn't. And they wonder why nobody was interested. They treated it like a mouse or keyboard, where they could sell it and forget it. Much like Samsung did with their early Android phones, where they just felt that once the initial investment was made that they could forget about it and just sell it. Well, that doesn't work with products like this... not for $300 dollars. People expect the company to have continued interst in the product, and once let into the wild, Logitech showed nothing in the way of interest in keeping the product up to date.

  • nerdshowandtell

    $300 was the main issue.. should have been 100 from the start, then that would make waiting for honeycomb a little less of a pain.. But... This thing really should have had the android market to start.. Oh well, i own one and hope it gets an update.. I see the next gen tv and tablet devices using ics from the start becoming the market leaders, so chalk it up to v1.0..

  • Himanshu

    I think where Reveu implementation of Google TV erred was in the remote. And while the blame for that rests simply on Logitech, Google should also share the blame for giving the manufacturer a half-baked platform. Now following are the things I would like Google to do:
    1> Pull-off the Honeycomb based Google TV completely and then release its next iteration with Jelly-beans.
    2> And this time the remote should be the phone (Android/Iphone/WP7)! Yes. Google itself should develop the Google TV 'remote' app and make it available on all three popular platforms for free. Only the App's activation should happen after some key (generated on GTV) is inserted in the App. One GTV should support at-least 4 such activation.
    2> For GTV Apps they should release a beta version only to reputed Android developers at least 6-months prior to Jelly-beans release.
    3> Plz Plz Plz test the Jelly-Beans Android thoroughly on all platforms for performance and user experience.
    If they implement the above two things then Android for TV is worth it else they should just stick with phones and Tablets(?)

  • gossipinja

    I just hope google doesn't kill GTV like that have so many other projects recently.

    I think to compete with Roku / Apple TV / Boxee, Google needs to force feeds some of it's newer initiatives.
    1. A USB NFC device for GTV for tab to share / tab to play
    2. android@home support with hardware (items such as light bulbs, thermostat, electricity monitor, security cams, event monitors)
    3. Integrate the Sagetv platform recently purchased for local / network media.
    4. Allow webcams to access google+, facebook, skype.
    5. Support Google's phone apps (with profile mgmt) on GTV, meaning a native reader client / native gmail / etc.
    6. A bookmarklet similar to boxee to send / save webpages and media to GTV from phones / tablets / desktops.

  • djembeman

    I can see why this and/or Apple TV aren't very popular. If I want to surf the web on my TV or watch movies that I have on my computer I can just plug a VGA, DVI or HDMI cable directly into my TV! Additionally I can connect my computer to my TV using DLNA over my WiFi connection to my PS3. I can watch or listen to anything that's on my computer. I already have enough functionality and connectivity.

  • Geraldo Riviera

    So they bet big, but are crying about it now, boohoo... Call a wahmbulance...

    As long as we're whining, how about I whine about that $150 webcam I bought in 2000 that they never bothered to write XP drivers for. Yeah, I don't feel sorry for you either Logitech. :-p

  • Rob

    The bigger mistake is expecting people to "just line up and plunk down $300 for a new technology" in an economy that was, and by most measures still is, in a recessive mode.