Android chief Andy Rubin says Google will double its efforts to conquer the tablet market in 2012, to ensure that it beats Apple and staves off the looming threat from Windows 8 slates.
The Godfather of Android says the company will 'double down' following the relatively disappointing news that it has only shifted 12 million Google-powered tablets in total.
Speaking to reporters at Mobile World Congress in Barcelona, Rubin said the sales were "not insignificant, but less than I'd expect it to be if you really want to win."
However, he ensured the scribes that the company wouldn't settle for second, much less third place, with California's big three companies set to battle it out throughout 2012 and beyond.
He said: "2012 is going to be the year that we double down and make sure we're winning in that space [tablets]."
"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."
He added that Google has struggled to engage app developers to create software that's optimised for tablets and acknowledged that having to create different apps for smartphones, tablets and even the Google TV platform is putting off some creators.
He said: "I can't force someone to write a tablet app. We're now starting to get on the radar, and I'm hoping people decide to put in the muscle and make their apps work great on tablets."
Certainly one of our main beefs with Android tablets is the Android Market's inability to come close to what the iPad App Store can offer in terms of media publications, games and media creation tools. It's great to see Rubin adopt such a bullish stance and we're also hoping to see more great apps to back-up an ever growing list of magnificently built, highly-specced Android slates.