By Austin Dave, SCVNews.com

Google is discontinuing the Android Market in favor of its newest endeavor, Google Play.

In a rebranding scheme, Google Inc., the parent company of Android, is looking to better combine its music, movie, e-book and app services into one catch-all.

Google Play is a new storefront where you can “find, enjoy and share your favorite music, movies, books and apps” using any Android phone or tablet.

This marks the second attempt by Google to defragment its array of products among devices, its newest operating system, Android 4.0 (Ice Cream Sandwich), being the first.

Google officials say the marketing overhaul is cloud-based.

Cloud Computing is a method of storing and accessing information, such as but not limited to music, photos and documents, offsite (not on your computer), using a server.

Information is accessed using a network connection such as the Internet.

Starting today, all music, movies, books and apps are stored online (using cloud storage), and can be accessed from any computer or Android service-supporting device,  wire-free.

“Getting everything to work can be the exact opposite–moving files between your computers, endless syncing across your devices, and wires…lots of wires. Previously, Google’s media services branched out into three separate applications–Android Market, Google Music and Google eBookstore,” said Jamie Rosenberg, Google’s director of digital content.

“Today we’re eliminating all that hassle,” he said.

Now, Google Play Movies, Google Play Books and Google Play Music will replace existing applications, with an updated Google Market app, now branded as Google Play Store, becoming the main source for tablet and phone apps.

With Google Play you can:

• Store up to 20,000 songs for free and buy millions of new tracks

• Download more than 450,000 Android apps and games

• Browse the world’s largest selection of eBooks

• Rent thousands of your favorite movies, including new releases and HD titles

Google will push the updated Google Play Store app in coming days.