According to Wall Street Journal, Google is developing a videogame console powered by its Android operating system. The company hopes to combat similar devices that Apple may release in the future.

The hardware plans are the latest sign of Google’s determination to build on the success of Android which was launched in 2008 and powered 75% of all smartphones and 57% of tablets shipped globally in the first quarter of 2013, according to Gartner.

Sony and Microsoft have recently unveiled new versions of their PlayStation and Xbox game consoles, which are expected to go on sale later this year. The sales of the games for these devices, along with Nintendo, accounted for most of the $24.9 billion spent world-wide last year on console games. Meanwhile, Apple is also looking forward to enter into the gaming console market. The question is whether the popularity of small screen games in iOS and Android leads to strong competition against traditional larger screens rivals Sony’s PlayStation or Microsoft’s Xbox.

We have witnessed the big brands competing heads on in the smartphones market. According to Sajid Khan, President of MicroAgility, which is an award winning Business and Technology Consultancy. “The competition always leads to better products and a wider variety of choices for users while improving efficiencies. It’s important to note, the competition is not merely based on different hardware manufacturers of smartphones, gaming consoles, tablets or TV sets. Instead, it’s most likely to be among devices with certain operating systems (iOS, Windows, and Android) regardless of a manufacturer. These operating systems provide wide flexibility and compatibility with even digital cameras and other devices.”

Google has also started working on Android based wrist watches. It would be fascinating to see how these operating systems disrupt other segments while enhancing convenience, empowering users, and increasing competition.