That's according to a Tuesday in the Wall Street Journal, which reports that Google is shifting its Android strategy so that it will not only give select mobile-device makers early access to new releases, but will also sell the resulting devices unlocked directly to consumers.

As many as five manufacturers may get privileged access to new releases of the mobile operating system, in fact, with an eye toward creating a “portfolio” of Nexus lead devices including both smartphones and tablets, the WSJ reported, citing “a person familiar with the matter.”

Google aims to sell those gadgets online and contract-free directly to consumers in the U.S., Europe, and Asia, but retailers may be involved as well, the report suggests. U.S. Thanksgiving is reportedly the target date for the launch.

While Android has clearly done enormously well, inconsistency and are among the chief complaints about the Linux-based mobile operating system. This new strategy could ensure that more Android phones are running the latest version of the OS; it could also help other manufacturers create their own custom builds more quickly.