Asustek exec says upcoming Google tablet will rival Amazon Kindle

Google Inc will soon unveil a tablet co-branded with Taiwan's Asustek Computer Inc and priced to compete with Amazon's Kindle Fire device, an Asustek executive said on Wednesday.

Amazon's Kindle Fire, which runs a version of Google's Android operating system, sells for $199. Through it users can access Amazon content including books, music and video.

"It's targeting Amazon. The Kindle is based on Google's platform but with its own service, so Google has to launch its own service, too," said the executive of the device.

Google has its own store for apps called Google Play, but does not have anything like Amazon's service.

The tablet wars continue with new players now

Bloomberg earlier reported that Google would launch a tablet at its developer conference this week, taking direct aim at Apple Inc's iPad, citing two people familiar with the matter. One of the sources said the 7-inch tablet would showcase new features of Android.

The Asustek executive, who did not want to be named as the planned device has not yet been made public, declined to give details on its price, specifications or launch timetable. Rumors that the search engine giant planned to launch a tablet at its annual developer conference have circulated on tech blogs for weeks.

Google declined to comment.

Apple's iPad had a 68 percent share of the market in January-March, according to data from IDC. Amazon had a little over 4 percent, lagging Samsung Electronics and Lenovo. Microsoft last week introduced its own line of tablet computers, marking a major strategic shift for the software giant as it struggles to compete with Apple and re-invent its aging Windows franchise.

Google has previously worked with hardware manufacturers HTC and Samsung to produce co-branded Android mobile phones under the Nexus brand. This would be its first such tablet device.

Asustek shares gained 2.6 percent in Taipei, outperforming a 0.6 percent gain on the benchmark stock index.

Reuters