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Behind the Numbers: Deep Dives into Tablet Growth, Replacement, and in the Enterprise

by Eric Smith | 10月 19, 2015

We are optimistic about the Tablet market returning to growth in 2016. This year has seen Tablet shipments retrench as major vendors refocus their strategies to sell the next billion Tablets. Meanwhile, there are pockets of growth throughout the market when we segment by screen size, form factor, customer type, and connectivity, particularly by smaller vendors like LG, Huawei, and Alcatel OneTouch.

 

Phenomenal historic growth has come to an end and a mature Tablet market is forcing vendors to reconsider strategies and retool their portfolios as new opportunities arise, such as the coming upgrade cycle, new form factors, device innovation, the release of Windows 10, enterprise adoption, and better cellular connectivity options.

 

Tablet Growth in 2016

 

Fast growth in the early years means that hundreds of millions of Tablets will rapidly need upgrades due to old age in the next one to four years. Furthermore, new Tablet sales opportunities outside of the consumer market are being boosted by the work being done and partnerships being forged by vendors such as Apple, Samsung, Microsoft, and HP, focused on the needs of the enterprise. We were at the Microsoft event in early October where the new Surface Pro 4 and Surface Book were unveiled—examples of slate Tablets and 2-in-1 Tablets which can compete for PC spend in the enterprise, or at least be credible mobility solutions.

 

Yes, Tablets have proven to be resilient devices, more so than the lifecycle of smartphones. Yes, in the last two years, consumers have not been given much reason to upgrade from their first Tablets to shinier, thinner, and faster versions. While we believe that more innovation from Tablet vendors is necessary and certainly on its way, older Tablets will begin failing to meet the needs of the average Tablet user.

 

As the Tablet and especially the 2-in-1 variety evolve into a more functional device, it has a greater chance of being considered as a converged device for the household. Not only must Tablet vendors seize opportunities which will spur Tablet demand, but potential partners (e.g., operators, retailers and channel partners, software and services providers, and component manufacturers) stand to gain by recognizing these trends and enabling better Tablet uptake through the use of their products.

 

Momentum to make the Tablet a productivity device has been building in 2015, but so too are there ways to make the Tablet an even better entertainment device. Vendors, operators, retailers, and channel partners all have a multitude of strategies to sell more Tablets both to current owners and to new customers.

 

Clients of Tablet & Touchscreen Strategies can access our full reports on: why Tablets are poised for growth in 2016 and beyond (Tablets in a Better Shape for Renewed Growth in 2016); how vendors and their partners can take advantage of trends in computing to sell more Tablets and compel current owners to upgrade their Tablets (Top Strategies and Triggers to Induce Tablet Replacement); the moves that Tablet vendors have taken to seriously contest for Tablet sales in the enterprise (Tablet Market Shifting Gears for Serious Enterprise Uptake); and, what Microsoft has launched toward the effort to compete for PC replacement dollars (Microsoft Announce Surface Pro 4, Surface Book and Other Windows 10 Devices).

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