Infographic from Carlisle & Gallagher Consulting Group depicting the convergence of mobile device size, tablet vs. smartphone, and the rise of the phablet in the U.S. market. “If the current trend line continues, it’s reasonable to assume that the distinction between tablets and smartphones will quickly and completely disappear,” said Byl Cameron, Digital Practice Lead for CG. “The phablet market will impact businesses and consumers as the device screen size offered in a phablet device will enhance usability, customer satisfaction and business offerings.”

1. The Rise of Phablets
Consumer choices are leading to a
blurred line between
smartphones and tablets
Will consumers move to a two-device life?
How would the shift impact business and consumer markets?
Business Advantages Consumer Advantages
Sources
Sales
Opportunities
Satisfaction
Customer
Experience
Device
Simplification
Technology
Simplification
Money
Saved
Smartphones
Samsung
Apple
LG
The key to device simplification at work and at home
@InspiredbyCG
2011 2012 2013 2014
9
8
7
6
5
4
Year of Release
0.7 inch
difference
in screen size between the
largest smartphone and
the smallest tablet
In today’s
market, there
is only a
6.3 inch
smartphone
and 7 inch
tablet
What is a phablet?
phab let
a mobile device that incorporates
characteristics of both a
smartphone and a tablet, with a
diagonal screen size between five
and seven inches
The big brands produce approximately 80% of the smartphones and tablets sold in the U.S.,
shaping the marketplace and options for consumers.
Growth rate of phablet units
shipped globally has tripled in
the last year.
The U.S. market seems poised
to follow this global trend.
Tablets
Apple
Amazon
Samsung
47%
increase
in screen size of
smartphones on
the market from
2010 to 2014
28%
decrease
in screen size of
tablets on the
market from
2010 to 2014
1. EWeek, Apple, Amazon Lead Slowing U.S. Tablet Market, March 2014, http://www.eweek.com/mobile/apple-amazon-lead-slowing-u.s.-tablet-market.html#sthash.
z51p97Ld.dpuf
2. CNET, Samsung still tops in US smartphone market; Apple takes second, August 2014, http://www.cnet.com/news/samsung-still-tops-in-the-us-smartphone-market-
apple-takes-second/
3. Apple, Apple Press Info, 2014, https://www.apple.com/pr/library/
4. Find The Best, Research Smartphones, http://smartphones.findthebest.com/
5. CNET, Phones, http://www.cnet.com/topics/phones/
6. CNET, Tablets, http://www.cnet.com/topics/tablets/
7. IDC, IDC Lowers Tablet Projections for 2014 as Phablet Shipments and Slower Refresh Rates Impact Shipment Growth, http://www.idc.com/getdoc.
jsp?containerId=prUS24890514
8. Daze Info, Apple Inc. (APPL) Targeting Phablet Market While Chinese Smartphone Vendors Are Going Global, May 2014, http://www.dazeinfo.com/2014/05/13/apple-inc-
aapl-targeting-phablet-market-chinese-smartphone-vendors-going-global/