Google Inc took the wraps off a new smartphone that it will sell directly to consumers, aiming to boost its position in the emerging mobile Internet market by exerting greater control over the new generation of Web-surfing devices.

The sleek touchscreen phone, dubbed the Nexus One, is Google's boldest foray outside its traditional Internet home turf and represents the first time the 11-year-old company will sell a consumer electronics device bearing its well-known brand.

But analysts say the phone is not as revolutionary in design as Apple Inc's iPhone was. Tech websites and forums gave Google favorable reviews but also noted the new phone was not that different from others in the market that run Google's Android software, such as Motorola's Droid.

The more expensive unlocked phone, analysts say, is priced too high to dramatically alter the relationship between carriers and hardware vendors in which wireless service providers have traditionally controlled handset distribution in the U.S.

It "wasn't the game-changer people thought it could be," Canaccord Adams analyst Jeff Rath said. Google could have shaken up the industry by offering the device for free, but instead chose more traditional pricing, he said.