Tablets: What's the use case - TabTimes' Tablet Strategy 2014

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May 2014

Presented by:Avi GreengartResearch Director, Consumer Platforms & Devices

Tablets: What’s the Use (Case)

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A Short History of Tablets: PC Adjuncts


A Short History of Tablets: PC with Stylus


A Short History of Tablets: PC with Stylus

Wrong User Interface

Wrong App Experience

Bad Hardware


A Short History of Tablets: Custom Enterprise Solutions


A Short History of Tablets: Custom Enterprise Solutions

Custom Hardware

Custom Software


A Short History of Tablets: Apple Cracked the Code


What Apple Got Right

$499


Competitive Stampede


Market Growth – Unique Tablet SKU Count (U.S.)

Aug-11

Oct-11Dec-

11Feb

-12Apr-

12Jun

-12Aug

-12Oct-

12Dec-

12Feb

-13Apr-

13Jun

-13Aug

-13Oct-

13Dec-

13Feb

-14Apr-

140

100200300400500600700800900

Unique Tablet SKUs at Major U.S. Retailers Retailers:

Amazon*Radio ShackBest BuyTargetWalmartAT&TSprintVerizon T-Mobile USA

Source: Current Analysis TabletTracker*Only tablets sold by Amazon itself are included


Market Growth – Unique Tablet SKU Count (U.S.)

Aug-11

Oct-11Dec-

11Feb

-12Apr-

12Jun

-12Aug

-12Oct-

12Dec-

12Feb

-13Apr-

13Jun

-13Aug

-13Oct-

13Dec-

13Feb

-14Apr-

140

100200300400500600700800900

Unique Tablet SKUs at Major U.S. Retailers Retailers:

AmazonRadio ShackBest BuyTargetWalmartAT&TSprintVerizon T-Mobile USA

# Tablets

796Source: Current Analysis TabletTracker*Only tablets sold by Amazon itself are included


iPad Competitors: BlackBerry and HP


iPad Competitors: Google & Co.

$499



$499



$499OK


Android Differentiators


iPad Competitors: Microsoft & Co.

$499



$499



$499

OK


Windows 8.1 Differentiators


Apple’s Enduring Advantage

500,000


Apple’s Enduring Advantage

…and yet –


Tablet Trends: iPad Sales Growth Stalled

1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q140

5000

10000

15000

20000

25000

30000

iPad Sales

Source: Apple financial statements


Tablet Trends: Why Have iPad Sales Stalled?


Evaluating Use Cases: A Third Thing


Evaluating Use Cases: Location


Connected Tablets Driving Carrier Subscriber Growth



now subsidizing cellular price delta and offering free data



ONLY

now subsidizing cellular price delta and offering free data


Western Markets: Premium Tablet Squeeze


Evaluating Use Cases: Asia

Cheap!


Enterprise Adoption


Enterprise Adoption

simple deliberately complex


Enterprise Adoption

Office software maturingOn iOS.With an external keyboard.For those who prefer mobility over large displays.


Enterprise Adoption

Security maturingMobile device managementmaturing, too


Enterprise Adoption

New mobile use cases require process changesand software changeand sometimes hardware accessories…which takes time

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Thank You

Avi GreengartResearch Director, Consumer Platforms & Devices

Email: [email protected] Direct/Mobile: +1 201-677-8284Twitter: @greengart

Current Analysis provides global IT, telecom and enterprise professionals with the market intelligence and advice they need to compete, innovate and improve performance to drive growth

and market leadership.

www.currentanalysis.com

mailto:[email protected]

http://www.currentanalysis.com/

Tablets: What's the use case - TabTimes' Tablet Strategy 2014

Devices & Hardware

Transcript of Tablets: What's the use case - TabTimes' Tablet Strategy 2014