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
Proprietary and Confidential© Current Analysis Inc. All rights reserved. 1Washington, DC / London / Paris / Singapore
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
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A Short History of Tablets: PC Adjuncts
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A Short History of Tablets: PC Adjuncts
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A Short History of Tablets: PC with Stylus
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A Short History of Tablets: PC with Stylus
Wrong User Interface
Wrong App Experience
Bad Hardware
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A Short History of Tablets: Custom Enterprise Solutions
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A Short History of Tablets: Custom Enterprise Solutions
Custom Hardware
Custom Software
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A Short History of Tablets: Apple Cracked the Code
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A Short History of Tablets: Apple Cracked the Code
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What Apple Got Right
$499
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Competitive Stampede
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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
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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
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iPad Competitors: BlackBerry and HP
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iPad Competitors: BlackBerry and HP
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iPad Competitors: Google & Co.
$499
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iPad Competitors: Google & Co.
$499
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iPad Competitors: Google & Co.
$499OK
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Android Differentiators
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iPad Competitors: Microsoft & Co.
$499
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iPad Competitors: Microsoft & Co.
$499
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iPad Competitors: Microsoft & Co.
$499
OK
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Windows 8.1 Differentiators
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Apple’s Enduring Advantage
500,000
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Apple’s Enduring Advantage
…and yet –
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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
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Tablet Trends: Why Have iPad Sales Stalled?
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Tablet Trends: Why Have iPad Sales Stalled?
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Evaluating Use Cases: A Third Thing
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Evaluating Use Cases: Location
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Connected Tablets Driving Carrier Subscriber Growth
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Connected Tablets Driving Carrier Subscriber Growth
now subsidizing cellular price delta and offering free data
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Connected Tablets Driving Carrier Subscriber Growth
ONLY
now subsidizing cellular price delta and offering free data
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Western Markets: Premium Tablet Squeeze
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Western Markets: Premium Tablet Squeeze
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Evaluating Use Cases: Asia
Cheap!
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Enterprise Adoption
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Enterprise Adoption
simple deliberately complex
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Enterprise Adoption
Office software maturingOn iOS.With an external keyboard.For those who prefer mobility over large displays.
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Enterprise Adoption
Security maturingMobile device managementmaturing, too
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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