Momentum Shifts in the Tablet Market for Leaders Apple and Samsung

Posted: 02/27/2015

Saturday, February 28, 2015.

Research firm Strategy Analytics revealed last week that the market share for the top two tablet vendors Apple and Samsung fell to 43% as total shipment volume growth slowed to 6.6% in 2014.

According to two new reports by the analysts, growth is likely to continue along this trajectory, but it is beginning to become clear that leading tablet vendors should not rely on inertia alone to hold market share while smaller players compete with innovative new form factors on the high end and with prices on the low end.

For example, other providers such as Lenovo have been making strong progress with their tablet devices in innovative and user-friendly designs, its own market share by 1.1 points in the last year to 5%.

Additionally, White-Box vendors are building market share, up to as much as 29% in 2014 from 24% in 2013, via entry-level and low priced tablet in emerging markets and other promotional strategies.

However, the reports maintain that Apple will remain the top tablet vendor for the foreseeable future, despite growth being muted as consumers take longer to replace these premium device models.

Eric Smith, Senior Analyst, Tablet & Touchscreen Strategies, added, "As the tablet market matures, it is also fragmenting further on price tiers and use case. Vendors producing Windows OS tablets may have an opening to more aggressively target the enterprise with the launch of Windows 10 later this year, as CIOs value the control and familiarity that Windows could bring to a landscape largely ruled by the BYOD trend.ã?쳌


Posted: 02/27/2015

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