The Google Pixel 5a could make an appearance at the Google I/O developer conference starting Tuesday (May 18). And when Google's new phone makes its debut, whether it is within the next week or later this summer, one feature will be in the spotlight.

Oh, and other factors will be discussed as well. People will want to hear which features of the Pixel 5a will be adopted by the Pixel 5 and which will remain cut. As is always the case when Google launches a phone, we will focus on the camera, and other features like battery life and display refresh rate will also get attention.

Ultimately, however, price is what sets Google's budget Pixel apart, and observers will want to see how the Pixel 5a continues that tradition, especially whether it will adopt high-end features. [Ramon Ramas, Research Director of Devices and Displays at IDC, said, "It really comes down to value, reflecting the idea that price sensitivity in certain market segments is very high."

Since the debut of the Pixel 3a two years ago, price has been at the heart of Google's mid-range Pixel devices. The device launched for $399, with the XL version available for an additional $80. This contrasts with Google's flagship Pixel 3 and Pixel 3 XL, which at the time were $799 and $899, respectively. In other words, by choosing the Pixel 3a, one could save $400 to $420 and in return get a camera comparable to the flagship model.

It is safe to say that shoppers responded to this value proposition. After Google launched the Pixel 3a, CEO Sundar Pichai reported that smartphone sales doubled year over year. Google's more affordable options were a big reason.

With last year's Pixel 4a, Google made price even more prominent. The phone debuted for $349, which was certainly cheaper than the previous model, but also cheaper than the resurrected iPhone SE released a few months earlier.Thanks to the Pixel 4a's top-performing camera and ample specs, Google's first resort when looking for the best budget phone under $400 quickly established itself as the place to go.

The trouble for Google is that other phone makers have realized that the mid-range phone market offers an opportunity to capture sales from shoppers who are wary of spending big on flagship devices, especially in the current economic climate.

"The pandemic has caused vendors to re-evaluate the trend of rising smartphone prices, especially for flagship devices," says Tuong Nguyen, senior principal analyst at Gartner. The overall smartphone market is maturing, and people are looking for handsets that will last longer and offer more value at more attractive prices," Nguyen added.

Since the introduction of the Pixel 4a, smartphone makers such as OnePlus and Samsung have stepped up their efforts to capture the mid-range smartphone market; OnePlus followed the OnePlus Nord with the release of the OnePlus Nord N10 5G in other parts of the world, 5G capability for less than $300 (Pixel fans seeking 5G had to settle for the $499 Pixel 4a 5G, which came out a short time after the Pixel 4a).

Similarly, Samsung stepped up its midrange efforts, first launching the Galaxy S20 FE. Earlier this year, Samsung announced three new Galaxy A models, the Galaxy A52 5G, Galaxy A42 5G, and Galaxy A32 5G; all three models feature 5G capabilities and multiple cameras, and none is priced above $500.

"The midrange/budget category is already getting attention from several vendors, and Google will be in good company," Llamas said. [21] "Price will be a strong factor, but certainly not the only factor. So Google can take advantage of the fact that the experience on the 5a is a pure Android experience and is Android as Google intended it to be. And that has to do with the features and functionality of this device."

Still, Google could be under pressure as it rolls out the Pixel 5a to match some of the features introduced by rival models. For example, 5G connectivity is being seen on more and more phones, including affordable models, and the Pixel 5a will likely add 5G connectivity rather than a separate 5G-enabled version like the Pixel 4a 5G. However, including a 5G modem could increase the cost of the phone.

The Pixel 5a rumor suggests a possible workaround for Google, which is reportedly considering using the Snapdragon 765G as silicon for this new phone. The idea is that this is the same chipset used in the Pixel 5, which is a year old, and since more advanced Qualcomm silicon has since been introduced, it would not be too expensive to use in the Pixel 5a.

The camera lens could also affect the price of the Pixel 5a. Leaked renderings of the Pixel 5a show two lenses on the back of the device, similar to the main lens on the Pixel 5 and Pixel 4a 5G and an ultra-wide angle shooter. Consumers will welcome the addition of another camera to Google's budget smartphone, but it could also affect the cost.

Depending on what features Google tries to pack into the Pixel 5a, it may be difficult for Google to keep the Pixel 4a's $349 price. Ultimately, however, the new phone's reputation will depend largely on the perceived value that the Pixel 5a brings, analysts say.

"Certainly price is important, but focus on the value the buyer receives," Llamas says. Is the smartphone capable of performing the functions the user is looking for? And is the price acceptable? These are the things that make a smartphone attractive."