Google is to stop selling its Nexus One android phone, admitting defeat in its attempts to take on the mobile phone operators by announcing that it plans to pull the nexus one from its own web store.

"We launched Nexus One in January with two goals in mind: to introduce a beacon of innovation among Android handsets, and to make it quick and easy for people to buy an Android phone," Google Android champion Andy Rubin, said in a blog statement.

However while that may have been the plan, the reality has been very different with Google saying that the web store has "remained a niche channel for early adopters" rather than the success it presumably hoped it would be.

Google had hoped that it would be able to shake up the American carrier system offering the Nexus One as a contract free phone freeing consumers from having to play for the phone and sign up to large contracts.

Based on the rather disappointing performance therefore, Google says that it will move to a more European model for selling the handset, before shutting down the option to buy through its web store.

Instead the web store will become a "shop window" or more likely information hub about Android devices that are available to buy.