Google’s strategy with Android has proven masterful when it comes to smartphones, but in the tablet space, an endless stream of Android-based tablets have done little to nothing in the face of Apple’s growing iPad domination. All told, Android tablets have moved about 12 million units in 2 years, which pales in comparison to the 15 million iPads Apple sold in the last quarter alone.
That said, Google’s Android chief Andy Rubin isn’t concerned.
Speaking to The Verge, Rubin explained that “2012 is going to be the year that we double down and make sure we’re winning in that space.”
Oh, I had no idea it was that easy.
All Google has to do to catch up and surpass Apple in the tablet realm is to double down? Followed up by a cursory check to make sure they’re winning? Wow, why didn’t I think of that.
Even more perplexing is Rubin’s explanation for the lackluster performance of Android-based tablets in the marketplace.
“There’s no organized way for consumers to recognize it as a viable platform,” Rubin explained. “The educated consumer realizes it now that they’re either picking the Apple ecosystem or the Microsoft ecosystem or the Google ecosystem… we’re going to do a better job at making people understand what ecosystem they’re buying into.”
Good luck with that.
Even more worrisome, if you happen to be an Android fan, is that Rubin matter-of-factly blames developers for the plight of Android tablets.
Android’s unique in that it’s a single platform that spans device types. Fundamentally you shouldn’t have to have a third-party developer build his app twice… there has to be an education process and developers have to do the work. They’re already doing that work for other platforms.
Something tells me that developers are already very educated on all things development and are, in fact, working very hard – just not on Android apps.
Rubin then took a jab at developers, saying that they’re “looking at market share and… being frugal.”
“We’re now starting to get on the radar,” Rubin added, “and I’m hoping people decide to put in the muscle and make their apps work great on tablets.”
How dare those frugal developers pay attention to insignificant things like return on investment. Don’t they want to be special and be a part of the special Android family? Why can’t they just “put in the muscle”, ignore marketshare, and help us out!
And it’s almost comical that Rubin implores Android developers to ignore marketshare when Rubin himself loves bragging about the daily number of Android activations as often as he can.