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Why New Google Nexus 7 v2 tablet might not dominate the 7in Android tablet market

The first Google Nexus 7 tablet stunned rivals when it launched more than a year ago but don’t expect the likes of Acer, Lenovo or the myriad of Chinese white label tablet makers to sit put this time around, after the new Google Nexus 7 tablet launched two days ago.

Expect competitors to launch rival devices at lower price points by using different components and cutting back on the bill of material by excluding non-headline features (like wireless charging). What’s more, the new Nexus 7 launched at a higher price point (£199), which will provide with more breathing space for rivals.

Google is likely to drop the price by the end of the year though, just in time for Christmas, as it did for the first version of the Nexus 7 last year. Expect competitors to the new Nexus 7 tablet to come with system-on-chips from the likes of Mediatek or Rockchip almost certainly based on the newer releases of the Cortex-A9 (like the Tegra 4i), with more expansion options (HDMI, microSD).

What is different this time around is that Android is a much more mature platform with Android 4.x having been with us for nearly two years (it was unveiled in October 2011), something which is attracting (or has attracted) a number of other major players not necessarily associated with technology; Hyundai, Haier, Amazon, Hisense amongst others.

This, in turn, drags down the average bill of material (due to demand and supply) and increases the pace of innovation due to competition. Which is why you can now get a full HD smartphone with a quad-core system-on-chip - like the iOcean X7 (opens in new tab) -for just over £130.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.