Tablets Phones

8/13/2019 Tablets Phones

1/40

Can Tab lets rep lace

cel lphones and

laptops??


2/40

Tablets A radical

Innovation?

TABLETSWhat are they?

The first tablet was launchedin 2003 (by Microsoft)

But created a revelation onlyin 2010 (Apples First i-Pad)

Also known as SMART PC


3/40

RESEARCH OBJECTIVES

To understand the demand pattern of tablet PC vis--vislaptops and smart phones

To study the features expected out of tablets

To understand buying behavior of consumers for tablets,laptops and smart phones.

To understand the desirable and undesirable features of

tablets

To understand the pricing methodology adopted by

new players in the tablet markets


4/40

PROBLEM DEFINITION

ProblemStatement:

The present study proposes to understandthe growing demand pattern for TabletPCs and its effect on the laptops andsmart phones market. The study aims atfinding out if the tablets can replacelaptops and smart phones owing to

extensive features provided by the tabletPC

Unit ofAnalysis:

Individuals in the organization

ResearchHypothesis

:

The tablet PCs has many featuresprovided by laptops and cell phones, andhence can replace laptops and cellphones.

Descriptive Hypothesis


5/40

The study can be used by existingplayers in Tablet industry to betterposition the tablet

The functions which are most sought afterwill be clear from the study

The study will help tablet manufactures to

know the functions which workingprofessionals require

Scope


6/40

Review Of Literature


7/40

Growth


8/40

Worldwide Market Shares


9/40

Pricing

Among tablet PCs priced between Rs3,500 and Rs 48,000 are available inmarket those below the Rs 10,000

price, seem to be a great hit with theconsumers.

Global vendors like Apple, Samsung,RIM, and Motorola cater to the high-

end segment of tablet PCs pricedbetween Rs 29,000 to Rs 48,000

Aakash Tablet PC at Rs 3500


10/40

What Drives the Tablet PC

Market?Portability and ease of use

Enterprise mobility

Rise in disposable income

Burgeoning broadband penetration

Diverse connectivity options

Cheaper as compared to Laptops and PCs


11/40

METHODOLOGY


12/40

Research Design -

Qualitative

Basic Research

ConclusiveResearch

DescriptiveResearch


13/40

Variable Analysis

Dependent

Tabletsales

Consumerpreference

Independent

TabletPrice

Distribution channel

Tablethardware

Moderating

Age

Profession

Intervening

Statussymbol

Discounts,Promotion

setc.

Extraneous

FamilyIncome,

Distribution networkefficiency


14/40

Sampling Design

POPULATION: All the users/potential users of cellphone, laptop and tablet PCs

SAMPLE: The device users divided into 3 strata:

Working professionals, Students and others such asbusinessmen/self employed etc. Sample was a mixof both

SAMPLE SIZE: 100 determined based on what wasdone by other researchers in similar study

Probability Sampling: Stratified Random Sampling


15/40

Information Collected from

sample

Features thecustomers are notwilling to use a tabletfor

Which functionalityneeds improvement

To know which featureof tablet is influencingothers the most to buyit

To know the perception

of the product inpeoples mind

To know what functionspeople want to performon a cellphone

Check if the functioncan be performed intablets;

If not can the

functionality be added

To know whatfunctions people wantto perform on a laptop

Check if the functioncan be performed intablets ;

If not can thefunctionality be

added

Use of

laptop

Use of

cellphone

Whatthey

dislikeabouttablets

Whatthey like

abouttablets


16/40

Data Collection Plan

Sources used were the similarresearch by industry expertsand newspapers

Secondary data

Online questionnaire to the

sample elements.Primary research

Use of laptop and cell phone

Preferred features of tablets

Non-preferred features of tablets

Characteristics to bemeasured

Preparation of bar charts andpie charts to observe thecollected data

Data Observation


17/40

DATA ANALYSIS

Type of Data : Ordinal

TEST OF HYPOTHESIS

Chi Square Test to test independence betweensales of tablet and sales of laptops/cellphones


18/40

FINDINGS ANDINTERPRETATION


19/40

Survey Respondents

Column1Student

WorkingProfessional

62

%36

%2%

Primary Research


20/40

Results : Intended Use of Laptop

0

10

20

30

40

50

6070

80

90

100

Office Entertainment Internet BusinessSoftwares

88% 90% 95%51%


21/40

Students: Use of Laptop

0

20

40

60

80

100

120

Office Entertainment Internet Business

Softwares

24.1% 88.7% 84.6%4%


22/40

Working Professionals : Use of

Laptop

0

10

20

30

40

50

60

70

Office Entertainment Internet Business

softwares

83.33% 15.27% 76.4%83.33%


23/40

Interpretation:

The results show that:

Students use laptops for Office functions,entertainment (songs,movies,etc) and

Internet Business professionals use laptop for

Office functions, Internet and Businesssoftware

Most of the business software requirepowerful processors and hence requirehigh end laptops which cannot bereplaced by tablets


24/40

Results : Intended Use of

Cellphone

0

20

40

60

80

100

120

Call & SMS Multimedia Camera Internet Making

Documents

97% 83% 74% 78%14%


25/40

Interpretation:

Cellphone users dont prefer makingdocuments/presentations on cellphones

Other functions are given equal weightage by theusers

If these functions are available in tablets, withimproved features, people might go for them


26/40

Result : Why Tablet?

0

10

20

30

40

50

60

70

80

90

Portability Size Status Affordability

83% 50% 19%12%


27/40

Interpretation:

Portability is a major factor why people go for tablets ascompared to laptops

Larger size (especially screen size) than cellphones alsoplay a role in customers decision making

Price elasticity of demand must be low as it doesnt playa major role in customer preferences


28/40

Results : For what Not a

Tablet?

0

10

2030

40

50

60

70

80 67% 30% 7% 9% 41%26%


29/40

Interpretation:

Nearly 2/3rdpeople do not want to use tablets for callingand messaging, despite of tablets having the facility

Difficult to hold it while talking plays a role

Limited processing power in comparison to laptops alsodiscourage potential users

Making documents using touchscreen is cumbersomefor 25%


30/40

Which will you buy among the

three? Given a choice to have one or more

devices, which will the consumers go with?

This will show us what most people want tobuy among the three

It will show us are they really substitutable

or is a particular product probably non-

replaceable from customers point of view


31/40

Which will you buy?

54

55

56

57

58

59

60

61

62

63

Tablet Laptop Cellphone

Given a choice to buy one or more

60% 57 %


32/40

Interpretation:

Going by the primary research, consumerpreferences hardly show a difference whengiven a choice to buy one or more amongstthe three

Tablets are being viewed as a parallelproduct line altogether

Cellphone which is the most portable andsmallest remains the leading choice


33/40

Tablet instead of Laptop and

cellphone? Can tablet be positioned as Laptop +

cellphone?

Are people willing to go for 1 device insteadof 2?

Are peoples functional needs , for which

they use laptops and cellphones , being

satisfied by tablets?


34/40

Tablet = Laptop + Cellphone?

Yes

No

71 29

%


35/40

Students Opinion

Yes

No

60

%

40%


36/40

Working Professionals

Opinion

Yes

No

89%

11

%


37/40

Conclusion

Tablets CANNOT replace Laptops andCellphones together

For students tablets can replace laptops butnot cell phones

For working professionals/businessmen

tablets are a parallel device and cannotreplace both


38/40

Limitations of the study

Sample consists of urban populationand rural population has not beenconsidered because of low penetrationlevel of the product

Age group considered is 1650 ;Students below the age of 16 whomay be tablet, laptop or cellphone

users are not considered People above 50 who generally are

averse to new technology are notconsidered


39/40

Bibliography

Research Methodology: Concepts and Cases byDeepak Chawla and Neena Sondhi

http://www.infoworld.com/t/tablets/windows-8-

tablets-will-replace-laptops-being-laptops-201541

http://www.businessweek.com/articles/2012-08-

02/heres-why-tablets-will-replace-the-smartphone


40/40

Thank You

Tablets Phones

Documents

Transcript of Tablets Phones