Google projections reveal just how badly Android tablets have failed

Google projections reveal just how badly Android tablets have failedThe ongoing Google versus Oracle trial in the US has already produced a few unexpectedly juicy details, including pics of a prototype smartphone Google was working on back in 2006.

And here's another tasty morsel: Google went into 2011 expecting to shift 10 million Android tablets over the course of the year, which it believed would give it a 33% market share. Not quite.

There's nothing wrong with optimism – there's no point being in business if you don't believe in what you're doing, after all. But what makes hearing those internal projections interesting is that it's probably the closest thing we've had to Google admitting its tablet strategy hasn't worked out as planned.

If you turn the clock back to the end of 2010, Google was preparing to go head-to-head with Apple and its market-dominating iPad with the release of Android 3.0 Honeycomb – the first release of Android aimed specifically at tablets.

The early groundwork done by the first-generation Samsung Galaxy Tab looked set to provide the perfect springboard for a full-blown Android feeding frenzy as all the major Android OEMs lined up their Honeycomb-driven tablet contenders.

We all pretty much took for granted that Android would gain the upper hand on its tablet rivals just as it had with smartphones, through a combination of sheer weight of numbers and OEM-driven innovation, and that the iPad's stranglehold on that tablet market, while impressive, would soon come to an end.

But it simply hasn't worked out that way. The iPad has confounded the sceptics and has sold in greater numbers than anyone expected, including Google: the company's projections were that the tablet market as a whole would have reached 42 million units sold by the end of 2011. In reality, the iPad on its own had already cleared 50 million units by then.

Android Honeycomb, meanwhile, hasn't been nearly as successful as Google's forecasts predicted, and with a few notable exceptions neither have the tablets running it. With the benefit of hindsight, Google's projections now look incredibly naïve, especially when you consider how Android's tablet market share was practically non-existent when the forecast was made.

We'd love to see a more up-to-date version of Google's tablet ambitions, as it certainly wouldn't look anything like this one.

Read more about: Android

Add a comment
35 comments

spruceyb  Apr. 27, 2012 at 00:16

Could the high res phones make it harder for apps to be optimised for similar resolution tablets in an odd way?

It shouldn't do, High Res phones will be (for example Galaxy Note)
Screen Density - xhdpi
Screen Size - Large

Were as most of the tablets will be mdpi & X-Large.

http://developer.android.com/guide/practices/screens_support.html

Pondlife  Apr. 27, 2012 at 00:25

Ah comes down to me having fundamentally no idea that the similar res screens would be handled so differently. *blush* *whistles distractingly*

Pondlife  Apr. 27, 2012 at 01:21

I've been remiss, htc flyer ah *giggle*

dazkeirle  Apr. 27, 2012 at 13:22

Worst bit of "journalism" I've seen on here.

Seriously,

I know the managers of Three, CPW, O2 and VF here in 'my' town... In December 2011 they sold Z E R O Android tablets.

Well that's because they are phone shops and we're talking about tablets...

matt101101 / MOD  Apr. 27, 2012 at 13:27

Worst bit of "journalism" I've seen on here.

Seriously,

I know the managers of Three, CPW, O2 and VF here in 'my' town... In December 2011 they sold Z E R O Android tablets.

Well that's because they are phone shops and we're talking about tablets...

A) Phone shops do sell tablets, so it's a perfectly valid point.
B) I'm pretty sure commenting on an article is not "journalism", in any way, shape or form (even if the comment is written by a moderator).
C) You actually signed up just to say that...really?

jaybear88  Apr. 27, 2012 at 13:33

Should we take it that google figures don't include non-offical devices ie those "things" being shipped from China?

dazkeirle  Apr. 27, 2012 at 13:59

Worst bit of "journalism" I've seen on here.

Seriously,

I know the managers of Three, CPW, O2 and VF here in 'my' town... In December 2011 they sold Z E R O Android tablets.

Well that's because they are phone shops and we're talking about tablets...


A) Phone shops do sell tablets, so it's a perfectly valid point.[/quote]

Not when you consider that most Android tablets do not even have a mobile antennae.


B) I'm pretty sure commenting on an article is not "journalism", in any way, shape or form (even if the comment is written by a moderator).


The article wasn't journalism, it was some fanboi opinion without a single source, the mods comment was equally as amateur.


C) You actually signed up just to say that...really?


No have had an account for a while but I usually like to read the articles, but this was barely an article and reflected the quality of many other recent articles posted without a single source or citation. Trash.

corgi74  Apr. 27, 2012 at 15:04

Worst bit of "journalism" I've seen on here.

Seriously,

I know the managers of Three, CPW, O2 and VF here in 'my' town... In December 2011 they sold Z E R O Android tablets.

Well that's because they are phone shops and we're talking about tablets...


A) Phone shops do sell tablets, so it's a perfectly valid point.


Not when you consider that most Android tablets do not even have a mobile antennae.


B) I'm pretty sure commenting on an article is not "journalism", in any way, shape or form (even if the comment is written by a moderator).


The article wasn't journalism, it was some fanboi opinion without a single source, the mods comment was equally as amateur.


C) You actually signed up just to say that...really?


No have had an account for a while but I usually like to read the articles, but this was barely an article and reflected the quality of many other recent articles posted without a single source or citation. Trash.
[/quote]

What Android tablet have you got?

corgi74  Apr. 27, 2012 at 15:15

Worst bit of "journalism" I've seen on here.

Seriously,

I know the managers of Three, CPW, O2 and VF here in 'my' town... In December 2011 they sold Z E R O Android tablets.

Well that's because they are phone shops and we're talking about tablets...


A) Phone shops do sell tablets, so it's a perfectly valid point.


Not when you consider that most Android tablets do not even have a mobile antennae.




You also can't include Argos because tablets can't make toast and Argos sell toasters.
Or John Lewis because you can't wear them, Asda because you can't eat them,
Currys because you can't wash you clothes in them and Staples because you can't write on them.
Actually you can write on them!! So Staples is fine, you can keep Staples

Pondlife  Apr. 27, 2012 at 15:28

End of the day it is a bad article, but hey ho the comments have been interesting.
And it got us away from saying The Next Galaxy for a few minutes ;)

Email:

You don't need an account to comment. Just enter your email address. We'll keep it private.

Comment: