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

May 2014

Presented by:Avi GreengartResearch Director, Consumer Platforms & Devices

Tablets: What’s the Use (Case)

A Short History of Tablets: PC Adjuncts

A Short History of Tablets: PC with Stylus

Wrong User Interface

Wrong App Experience

Bad Hardware

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

Competitive Stampede

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

Aug-11

Oct-11Dec-

-12Apr-

-12Aug

-12Oct-

12Dec-

-13Apr-

-13Aug

-13Oct-

13Dec-

-14Apr-

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-

-12Apr-

-12Aug

-12Oct-

12Dec-

-13Apr-

-13Aug

-13Oct-

13Dec-

-14Apr-

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.

$499OK

Android Differentiators

iPad Competitors: Microsoft & Co.

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

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

Western Markets: Premium Tablet Squeeze

Evaluating Use Cases: Asia

Cheap!

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

Thank You

Avi GreengartResearch Director, Consumer Platforms & Devices

Email: agreengart@currentanalysis.com 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

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

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

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