Roulston Technology Partner Rob Enderle on Introduction of Google Tablet

April 5, 2012

It has been revealed that Google will sell co-branded tablets directly to consumers through online stores like in hopes of boosting sales of Android-based tablets despite failing in the smartphone market. This will likely be among the first tie-ins with its $12.5 billion Motorola Mobility acquisition, which recently was approved by federal regulators in both the United States and Europe. Google is serious about challenging Apple’s iPad in the fast growing tablet market where Samsung, RIM, HP and Dell failed. Tablet shipments in grew 155% in alone from the fourth quarter of 2010 to the fourth quarter of 2011 and 2012 looks just as promising. Rob believes it is not a good idea for Google to get into the tablet market stating, “It seems like Google is doing everything they possibly can to piss off their Android licensees. The Nexus phone upset them, and coming out with a Google tablet, even if it is marginally successful, will kill the ecosystem because nobody wants to license from a company that they are competing with. Companies that license the technology are always going to have the advantage and, if they don’t, they will turn off the spigot.” What happens is that either the licensor dominates the market or the licensee overtakes the licensor. Apple is the perfect example when they decided to license the Mac operating system where licensees proved to be much more successful than Apple itself and they had to bring Steve Jobs back in to fix the mess. To read the full article please visit

Rob Enderle is President and Principal Analyst of the Enderle Group, a forward looking emerging technology advisory firm. He specializes in providing rapid perspectives and suggested tactics and strategies to a large number of clients dealing with rapidly changing global events.

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