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Google’s tablet is ‘a content platform’

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Google this week launched its Nexus 7 tablet computer, touted as a competitor to the popular Apple iPad – but this positioning has been questioned.

Forrester Research vice-president and principal analyst James McQuivey writes about the new Google tablet: “As a competitor to the iPad, Nexus 7 isn’t worth the digital ink I’m consuming right now.

“But Google isn’t just selling a device. Instead, the company wants to create a content platform strategy that ties together all of its ragtag content and app experiences into a single customer relationship.

“Because the power of the platform is the only power that will matter. It’s unfortunate that consumers barely know what Google Play is because it was originally called Android Market, but the shift to the Google Play name a few months back and the debut of a device that is, according to its designers, ‘made for Google Play,’ show that Google understands what will matter in the future. Not connections, not devices. But experiences.

“The newly announced Nexus 7, as a device, is from its inception subservient to the experiences – some of them truly awesome – that Google’s Play platform can provide through it.

“And that’s the right strategy for putting this tablet into the market.”