Google is changing its strategy for distributing and selling its mobile platform, Android.

Google is planning to start selling more devices directly to customers, rather than forcing consumers to buy them from retailers and mobile networks.

The new direction is based on a desire to better control the key features and applications that are run on Android smartphones and tablets. Currently, mobile phone networks typically control the selling and marketing of devices, and can therefore control which services are rolled out.

Previously, Google only paired-up with one manufacturer to create a 'lead device' for the latest release of its Android OS. Now Google will work with as many as five separate manufactures to provide a selection of "Nexus" lead devices.

Google is also planning to sell smartphones and tablets to consumers in the US, Europe and Asia - via its website.

The next lot of 'lead devices' will run Android ‘Jelly Bean' 5.0, with the portfolio of products to be ready for a late November release.

The new Nexus devices are expected to be sold as 'unlocked', meaning that consumers can then choose which network they would like to have their data contract on.

Source: The Wall Street Journal