Google Io 2012 Developer Conference The Freebies That Fueled Record-Breaking Ticket Sales

Google's annual developer conference, Google I/O, has become one of the most anticipated events in the tech calendar, not only for the product announcements but also for the generous freebies distributed to attendees. The 2012 iteration of this conference set records for ticket sales, selling out in an unprecedented timeframe that left many developers scrambling for entry passes. This article examines the freebies associated with Google I/O 2012, their impact on ticket sales, and the broader context of Google's conference giveaways.

The Rapid Sellout of Google I/O 2012 Tickets

Google I/O 2012 tickets became available for sale at 7am Pacific Time on March 27, 2012, and were completely snatched up in a matter of minutes. According to reports, academic tickets priced at $300 were gone by 7:28am Pacific, while regular tickets costing $900 were shortly thereafter unavailable. This rapid sellout was not unprecedented for Google's developer conference, but the speed at which it occurred was remarkable.

The phenomenon of Google I/O selling out increasingly quickly had been developing over several years. In 2009, tickets sold out in 90 days. By 2010, this timeframe had reduced to 50 days. The 2011 conference saw tickets disappear in just 50 minutes. For 2012, the sellout time was even more dramatic, with reports suggesting it occurred in approximately 50 seconds.

This pattern of accelerating sellout times coincided with Google's increasing generosity in terms of freebies given to attendees. As one source noted, "After the 2010 conference, attendees could be pretty much guaranteed valuable swag that would offset much of, or sometimes more than their registration fee."

The 2012 conference was particularly notable as it was extended to three full days, running from June 27th to 29th at the Moscone Center West in San Francisco, California. This extension promised more content but also potentially increased the value proposition for attendees, contributing to the intense demand for tickets.

Google's History of Generosity at Developer Conferences

Google's practice of giving away valuable hardware to I/O attendees began as early as 2009, when the company distributed Google Ion handsets, unlocked developer versions of the HTC Magic Android device. This set a precedent for future conferences.

The following year, Google significantly increased the value of their freebies. At Google I/O 2010, attendees were given the option to receive either a Nexus One or a Motorola Droid by mail in advance of the conference. This ensured every developer had a working Android handset available from the moment the event began. Google didn't stop there; during the opening keynote, they gave every attendee an HTC Evo 4G, resulting in many developers leaving with two free smartphones.

By 2011, Google's generosity had reached new heights. Attendees received a Samsung Galaxy Tab 10.1 tablet running Honeycomb, a WiFi hotspot, a Chromebook, and depending on which talks they attended, could also receive an accessory development toolkit (ADK) and additional free phones from Samsung and other manufacturers. One attendee estimated receiving approximately $1000 worth of free merchandise.

The 2011 conference also saw the emergence of a secondary market for these freebies. Despite Google's repeated attempts to discourage reselling, many attendees sold their free hardware on platforms like eBay, sometimes for prices that exceeded the original retail value. This created a lucrative ecosystem around the conference beyond its educational value.

What Attendees Actually Received at Google I/O 2012

While the specific freebies given away at Google I/O 2012 were not as clearly documented in the source material as in previous years, several sources provide some indication of what attendees might have received.

One source mentioned that "this year we saw the biggest Google I/O yet, complete with free tablets, free Chromebooks, and a few modems to round out the bunch." However, specific models, quantities, or distribution methods were not detailed.

Rumors circulated before the conference about a potential free low-cost Nexus Tablet expected to hit the market for around $200. Some speculated this might be the giveaway item for 2012, though this remains unconfirmed based on the source material.

Other sources suggested that Google had ended the practice of giving away hardware after 2011, with one noting that "Google I/O used to be known for the freebies that Google would give out, a process that ended last year." This statement, however, appears contradicted by other sources that specifically mention free tablets and Chromebooks being given away in 2012.

The source material does not provide a comprehensive list of what was actually given away at Google I/O 2012, making it difficult to determine the exact value or nature of the freebies distributed during that particular conference.

The Business Behind the Freebies

Google's practice of giving away substantial hardware at developer conferences served multiple business purposes, beyond simply rewarding attendees. The freebies were strategic tools to advance Google's platform ecosystem.

For Android, which was still relatively new in 2009-2010, distributing free devices ensured that developers had the necessary hardware to create applications for the platform. As one source noted, "Much like Android in 2009, Windows Phone 7 is still an unfamiliar platform to most coders, so seeding free handsets into the community might be a good way to jump-start an independent developer ecosystem."

The tablets and Chromebooks given away in subsequent years served similar purposes, encouraging developers to create applications for these newer form factors. The 2011 distribution of Galaxy Tab 10.1 tablets running Honeycomb was specifically intended to "encourage coders to come up with Android tablet apps," though one source questioned the effectiveness of this approach.

From a marketing perspective, these conferences generated enormous buzz and media coverage, with outlets like SlashGear, ZDNet, and The Register reporting not only on product announcements but also on the freebies. This created a cycle of increasing interest and anticipation for future events.

The practice also had financial implications for attendees. With registration fees ranging from $300 to $900 and freebies potentially valued at hundreds or even thousands of dollars, the conferences represented significant value propositions. This economic incentive contributed to the increasingly rapid sellout times, as attendees sought to recoup their registration costs through the value of free merchandise.

The Evolution of Google's Conference Strategy

By 2012, it appears Google began to recognize the challenges associated with giving away substantial hardware at conferences. The rapid sellout times created server issues and frustration among legitimate developers trying to register. Additionally, the secondary market for conference freebies may have undermined Google's intended purposes of seeding devices with developers.

While the source material suggests Google may have ended the practice of giving away hardware after 2011, the company continued to find other ways to provide value to developers. In 2015, for example, Google debuted free unlimited storage space for images and videos up to certain resolution ceilings on Google Photos.

The company has also shifted its focus toward mobile development tools, as evidenced by their 2016 decision to make the Nik photo editing suite (previously $149) available for free. This move was described as "another sign that Google is focused more on growing its on-the-go photo editing toolset and less on elaborate, high-end professional photo editing computer software."

Google appears to have transitioned from giving away physical hardware to providing software tools and services that support developer productivity and innovation. This shift may address some of the challenges associated with hardware giveaways while still delivering substantial value to the developer community.

Conclusion

Google I/O 2012 represented a milestone in the company's developer conference history, with tickets selling out in record time amid speculation about what freebies might be distributed. While the specific items given away at this particular conference were not clearly documented in the source material, the pattern of increasing generosity in previous years provides context for the intense demand for tickets.

The freebies distributed at Google I/O conferences served multiple purposes: rewarding attendees, seeding hardware with developers to stimulate application creation, generating media buzz, and providing economic value that offset registration costs. By 2012, however, it appears Google may have begun reevaluating this approach, potentially shifting toward software-based incentives rather than substantial hardware giveaways.

The evolution of Google's conference strategy reflects the company's changing priorities and the maturation of its developer ecosystem. While the era of giving away $1000+ worth of hardware per attendee may have ended, Google has continued to find innovative ways to provide value to developers through software tools, services, and platforms.

Sources

1. Google I/O 2012 Sells Out In Under 30 Minutes
2. How Freebies Are Ruining Google IO
3. Google I/O Extended To Three Full Days Of Fun
4. Google I/O Sells Out
5. Google Will Use A Lottery To Sell Tickets
6. Google Nik Free
7. Smartphones and Freebies Spell Success For Google I/O