Author: Martin Bradley

Publication Date: Jul 29 2011

Pages: 6

Report Type: Insight, Word

 Connected Computing Devices

Consumer perception of Apples brand strength highlights scale of the task for its challengers

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Report Summary:

With an impressive 9.25m iPads sold and an estimated 61% of shipments in the second calendar quarter, Apple’s command of the tablet market seems very evident. Using a discrete choice modelling tool developed as part of SA’s consumer Tablet survey, we examine the extent of Apple dominance due to the power of its brand and ecosystem in the minds of consumers. Our US and UK analysis suggests that Apple would achieve a 37% share of the market, even if that market consisted of 14 vendors offering products with identical headline attributes. Furthermore, if other vendors focus purely on changing price to compete, market share gains are likely to be disappointing, suggesting that tablet strategies based on the full range of marketing mix attributes, (including the ecosystem) will be fundamental.

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