After initially attempting to sell the Nexus One smartphone via its own online portal and ignoring mainstream retail models, Google has been forced to backtrack and shut down its internet-based smartphone outlet.
Google's plans to dominate the smartphone market have been no secret, but slow sales of the Nexus One suggest that consumers really want to get hands-on with a mobile in a retail environment before any kind of commitment can be secured.
Google's Andy Rubin had branded the online-only sale of the Nexus One as the 'real innovation' after its launch, but the strategy ultimately failed to entice enough customers to be sustainable.
"It's clear that many customers like a hands-on experience before buying a phone and they also want a wide range of service plans to chose from," wrote Mr Rubin in a conciliatory blog posting at the end of last week.
Vodafone has strayed from Google's original plans in Europe and the UK, with the Nexus One available to be tested in shops and Google will now be rolling out this traditional sales model worldwide.
"Once we have increased the availability of Nexus One devices in stores, we'll stop selling handsets via the web store and will instead use it as an online store window to showcase a variety of Android phones available globally," added Mr Rubin.
The Android takeover in the UK and the rest of the world is slowly but surely picking up momentum, with a fifth of all smartphones on our shores now running a version of Google's flagship mobile operating system.
The Nexus One has not been quite as successful, due in part to the online-only retail scheme that afflicted its US launch.
However, most experts believe that the arrival of the decidedly funkier HTC Desire, which is a tweaked Nexus One at heart, has been an equally significant obstacle for Google's first branded mobile phone.