Search engine giant Google has unveiled its own android tablet, named Nexus 7, at an event in London.
Last night (June 27th) the device, which measures seven inches in size, was revealed and has already been subject to some positive reviews.
It boasts a 4.1 Jelly Bean version of Google Android, a front facing camera, a 1280x800 resolution screen and a Nvidia Tegra 3 processor.
What's more, according to freelance journalist Stuart Dredge, writing in The Guardian, the device is "comfortable in the hand".
Google executives claim that the tablet's software will deliver faster performance and will have a new voice search feature.
Using their incredibly successful Android technology, which is the market leading operator for smartphones, the tablet is hoped to enjoy a similar response to its mobile counterparts.
However, Nexus 7 is expected to receive competition from the Microsoft Surface tablet.
Pitched by Microsoft chief executive Steve Ballmer, the Surface hoped to challenge the iPad by offering consumers all the benefits of a tablet without having to give up the features they love on a PC, such as word processing.
According to Mr Ballmer, the software giant had to produce the Surface for itself to push partners "in ways even that the makers of the hardware had yet to envision".
Nonetheless, Google's Nexus 7 may give Microsoft a run for the money, as the search experts could have the edge when it comes to ease of use.
The competition for tablet comes as it is revealed that the popularity of the devices means they are key for companies looking to boost sales.
Data from the 2012 Consumer Connection System shows that 12 per cent of households in the UK already own an iPad or tablet PC, The Drum reported.
This is a startling increase of 469 per cent since 2011, indicating the lucrative nature of the tablet market.