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Google had wanted Android tablets to get 33% share in 2011

updated 05:40 pm EDT, Wed April 25, 2012

Google reveals optimistic tablet goals

The tail end of Google mobile VP Andy Rubin's testimony on Android's revenue potential has revealed that the company made broad presumptions about how well Android tablets would fare in the market place. The projections seen by The Verge had Android tablets claiming 10 million shipments out of an estimated 30 million in 2011, or 33 percent share. It had thought that its share would go down in 2012, to 22 percent, but mostly as the market would be getting larger while Android sales stayed flat.

Third-party estimates of actual results have varied, but have typically shown that Android only came near meeting Google's predictions in the fall, after the Amazon Kindle Fire's loss-leading $199 price fueled a sudden spike. Its share for the rest of 2011 was considerably lower, as companies like Motorola in many cases had shipped a million or fewer tablets all year.

The motivations behind the belief weren't illustrated, but may have come from a presumption that a rapidly burgeoning success in Android smartphones would automatically translate to tablets. Many of the factors that worked in Google's favor for smartphones have worked against it or failed to materialize in tablets, with many Android tablets often locked to carrier deals that customers actively shunned, priced at premiums above equivalent iPads, or both. Until the very end of 2011, most hardware didn't have a clear hardware advantage, and every tablet designer was hit by a lack of tablet-native apps.

Its guesses also conspicuously underestimated the number of tablets shipping each year. The 2011 total crested 40 million, and a consensus is for more than 60 million in 2012. Whether or not Android fares well could depend on whether the Kindle Fire can sustain interest and whether a shift to low-end tablets leads to more share or just lower revenue.

by MacNN Staff



  1. Arne_Saknussemm

    Joined: Dec 1969


    2 things

    One almost there the other....

    ...maybe never?

    1- Ice cream sandwich is Android's first incarnation remotely comparable to iOS/iPad

    2- Make the OS a simple upgrade on at least most devices. Even last year's high end Android tablets have a hard time getting upgrades. If amateur programmers (XDA developers / Cyanogen...) can get an unofficial release that works even better than a "branded" one, whats wrong with all these big names taking forever? I say planned obsolescence - which works nicely for the leader, not the followers.

    Unless this changes iPdas have a bright future

  1. Bobfozz

    Joined: Dec 1969


    I was wrong the other day when I praised Rubin...

    for not lying on the witness stand. From today's news it looks like he stepped back and basically said "no body stole java", ergo, no license needed. What a fruitcake. Apple is a fruit, not a fruitcake!
    By the way didja not fail to notice that Apple's shares took a giant beating in the last week and then today shot up 50 points? Clear proof investors are idiots. It's one of the few companies making a lot of money. People should be investing in it if they are looking for safety. Too much money, not enough sense.

  1. facebook_Jeff

    Via Facebook

    Joined: Apr 2012


    comment title

    Hey ifruit cake learn how to speak.

  1. qazwart

    Joined: Dec 1969


    Kindle as part of Android?

    Kindle may use Android's kernel, but it isn't Android. To be Android, you need Google's blessing. Otherwise, you don't get Google's apps or access to Google Play or the integration into the Google environment. You can't count Kindle as part of Android sales.

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