Google is “not happy” with the number of paid app purchases from the Android Market, with Android platform manager Eric Chu telling developers that the company had several strategies for driving app buyers in 2011. Speaking at the Inside Social Apps conference in San Francisco this week, Forbes reports, Chu confirmed that carrier billing would be extended beyond just AT&T, so as to remove the payment obstacle for more users, while in-app payments would also come sometime this quarter.

Actual discovery of apps is also being streamlined, with Chu saying that Google is tweaking the Android Market search algorithm as well as investing in more people to weed through any titles that violate the ToS. There’ll also be a new push for HTML5 apps, and better social integration with the Android address book which Chu described as “the best social graph.”