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It seems like everyone has a tablet, wants a tablet or is about to purchase a tablet; but tablets are more than just a cool new gadget. In a recent study sponsored by a large software vendor, TBR …

It seems like everyone has a tablet, wants a tablet or is about to purchase a tablet; but tablets are more than just a cool new gadget. In a recent study sponsored by a large software vendor, TBR uncovered the ways users and businesses are leveraging these capable devices.

This is the presentation deck from a webinar featuring TBR Senior Analyst Ezra Gottheil, who answered top-of-mind questions, such as:

• How satisfied are users with tablets and with tablet capabilities?
• How are devices fitting into the user ecosystem?
• What is the potential for new content creation capabilities in tablets?
• How are tablets being leveraged for personal and business use?

For more information contact marketing@tbri.com

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  • 1. North American Tablet Survey WebinarJan. 24, 2013 TBR T E C H N O L O G Y B U S I N E S S R ES E AR C H , I N C .
  • 2. TBRPresenter Ezra Gottheil ezra.gottheil@tbri.com @egottheil Senior Analyst, Computing and Storage  PCs  Tablets  Social Media 2 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 3. TBRContents• Introduction• Multi-device landscape• New devices• Tablet study • Overview • Emerging Trends • Purchase Drivers • Platform Strengths and Weaknesses • Small Tablets 3 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 4. Introduction TBRMobile devices drive growth in eyeball-hours, but rapidly change thedevice and platform mixMobility increases use of devices, networks, and data, but shifts some of the use away fromestablished systems and platforms toward new ones. 4 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 5. Overview TBRPCs are mature, smartphones are maturing, tablets are exploding, andsmart TVs are just getting started• Tablet are cannibalizing users’ secondary PCs; all tablet owners also own PCs• The PC lifecycle is growing, in part because of device maturity and in part because of mobile devices substituting for PCs for some tasks• The extending lifecycle is offsetting global economic growth, resulting in flat PC sales• The rapidly declining entry price for capable tablets is driving accelerating adoption• While smartphone adoption in mature economies is passing 50%, rapid device evolution and data plan subscriptions keeps the refresh cycle short, driving immense sales• The Android platform has enjoyed explosive growth, but has not yet become as sticky as competing platforms, because investments in software and content are limited 5 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 6. Overview TBREach vendor’s territory has a unique culture and approach which will shapethe future of the devices world Google is driving expansion at the low-end of the mobileApple will retain and grow its base, but will market, but is most vulnerable to competition. It willcontinue to lose share as competitors grow continue to profit from competitors’ platforms, howeverMicrosoft will bring a business-centric, content Amazon will build its base of lower-priced tablets increation approach to mobile devices, but face its geographically limited contentchallenges in its core PC landscape markets, impinging on Google’s growth in those areas 6 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 7. Overview TBR Device Ecosystems are at the beginning of their evolution Like living organisms, devices fill niches - or usage models - and when they no longer can live in those niches, they evolve or they die Settings Create need PC Tablet Home TEXT School Content Smart Apps Data Work Phone Work TV 7 ©2012 Technology Business Research Inc.
  • 8. New Devices TBR Windows 8 will act as a catalyst for competing tablet vendors to catch up to Apple by creating a new tablet category: general purpose Pre-Windows 8 Post-Windows 8 + Data, media, and content Similar content consumption as Pre-Windows 8 consumption by consumers tablets, but with the addition of content creationUsage and business users, alike; data activities, including integration with keyModel entry primarily used in productivity apps and tasks, such as Microsoft messaging and email Office 8 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 9. New Devices TBRWindows RT and Chromebook are the first devices in a new category:keyboard-based lightweight mobile devicesNew Chromebook Position Google and Samsung repositioned the Chromebook as a PC companion instead of a PC substitute, aimed at consumers instead of businesses. Acer introduced its Chromebook positioned as “no-hassle computing.” TBR believes this is a viable category, and perfect positioning. These devices directly address the primary uses of both PCs and tablets in the consumer market – email and the Web, without the keyboard limitations of tablets or the complexity of PCs.Windows RT potential Windows RT devices, including the Surface RT, have similar characteristics, albeit at higher price points. TBR believes RT’s current positioning is unclear, and that too- close association with Windows undermines the potential power of the “no-hassle” message. High compatibility and data portability are major virtues, however, especially in the student market. And iOS based keyboard device would solve problems for Apple Apple has the parts for a device in this category – a lighter weight OS with productivity software, and devices close to this form factor. The company is still challenged in keyboard devices because of the high entry price of Macs, as well as their complexity. A detachable iPad keyboard with a touchpad and small enhancements of iOS would give Apple a strong entry. Company culture will slow progress in this direction, however. 9 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 10. Survey Overview TBRTBR collected insights from a wide range of consumer tablet owners andthose who intend to purchaseTBR began survey collection on June 25, 2012Study Objectives:• Provide insights on the top consumer decision drivers for tablets. Measure customers’ requirements for device brands and features, including Total: n=800 surveys operating systems, hardware design, connectivity, file compatibility, productivity and usage models. Work Intenders Owners n=600 users n=200 n=200 Amazon Others Apple Kindle (Acer, AS iPad Fire US, etc.) n=250 n=100 n=25010 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 11. Executive Summary TBROwners love the ease of use, power and portability of their tablets and sochoose to live with limitations in keyboards, software and compatibilityCustomers praise tablets’ convenience and style; others want TBR Assessmentmore functionality • Overall, customers report satisfaction with the portability, simplicity and “I would rather have a regular styling of their tablet devices, which keyboard instead of the make for easy travel, Web touchscreen but I dont want to browsing, email and using apps. carry around a separate Portability keyboard.” • Dissatisfaction arises from the trade- Price offs involved in using a portable device“Pricey, but efficient over traditional PC form factors toand useful.” Keyboard Battery which customers are accustomed. Apps Screen Touch screen keyboards, which are smaller than traditional PC keyboards Look & Feel Ease of Use and lack tactile feedback, lack of USB Productivity ports and limited productivity Instant-on Compatibility software are all cited as limitations to the form factor. “Small, good for • Regardless of how much a consumer accessing email and “The overall look and feel is paid for their tablet, they generally the Internet. I like the better than I expected it to be.” believe the price could improve. apps, and it is good for reading books.” “There is a lot I like, the weight is great … I do need more software functionality.”11 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 12. Executive Summary TBRPurchase intenders’ expectations of tablet usage reveal a void in currenttablets’ productivity offeringsTBR Assessment• TBR research shows that consumers who intend to buy a tablet expect they will use the devices for many productivity tasks but the response from survey participants shows that most tablet owners are unable to do so. This is largely a result of the The tablet productivity toolbox is a key limitations of operating systems and form factors of differentiation opportunity for Windows 8 tablets currently in the marketplace.• The discrepancy between expectations and reality Create and view documents, signals a large revenue opportunity for Microsoft to presentations and spreadsheets provide a tablet and interface that can achieve tasks consumers still rely largely on PCs to accomplish. Manage calendar• TBR expects improvements in tablet productivity to be particularly impactful for students and Communication: Skype, text, IM professionals. Among survey respondents, the number of intenders who planned to use their tablet for creating and modifying documents was Take notes 12% greater than owners’ actual usage. Similar findings exist for text and video communication and calendar management.12 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 13. Executive Summary TBRTablet buyers are more familiar with the capabilities of the devices,resulting in higher satisfaction despite perceived device limitationsConsumers are happy with tablets as content-consumption devices Across all brands and price bands, tablet owners report very high satisfaction with their devices, primarily driven by ease of use and performance. Lower ratings for the keyboard and compatibility did not, according to survey respondents, negatively affect overall satisfaction.Tablets are firmly ensconced as companions to PCs Virtually all respondents owned PCs and most owned smartphones. The tablet, serving as a third device, is favored by a majority for content consumption. Only 19% regarded tablets as their primary device compared to 44% of respondents in TBR’s 2010 iPad survey. Amazon and Samsung are Apple’s closest competitors (before Nexus was announced) While more than 60% of respondents intending to buy a tablet are considering Apple’s iPad, 32% of respondents are considering either Amazon’s Kindle Fire or Samsung’s Galaxy Tab. Of intenders, 56% expect to pay $400 or less for a tablet.13 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 14. Executive Summary TBRTablets have been adopted as personal devices specifically assigned tocommon, frequently-performed tasksMost BYOD tablets are used for the same activities as at home — email and Web Three-quarters of tablets purchased by users but used at work were used for email and Web viewing — but were neither subsidized by employers nor supported by them. Subsidized tablets were more likely to be used for productivity and company applications.Content, accessory and service bundles are moderately attractive to tablet purchasers Owners and prospective buyers indicated only moderate interest in bundled content and discounts on peripherals and services. The most popular items were cases, keyboards, warranties, insurance and productivity tools. Prospective buyers prefer to try the product before they buy Of intended purchasers, 63% plan to buy their tablet at a brick-and- mortar store. We believe this reflects the personal nature of tablets and underscores the need of the customer to handle the devices. Many survey respondents visited stores before buying online.14 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 15. Tablet Brands TBRiPad owners are very happy with their devices but some want a keyboard,Flash, USB and productivity software — and everyone wants it cheaperSurveyed iPad owners weigh in on the tablet’s design and abilitiesTBR AssessmentAlthough iPad owners are typically highly satisfied by the tablet, survey respondents identifiedweaknesses such as software compatibility and connectivity issues. iPad Strengths “Great product … found more uses for it than I ever imagined.” “The iPad was even better than I thought it was going to be. It’s • Screen/clarity portable, intuitive, fast and has had no issues.” • Simplicity “I really love how you can expand the size of a picture or article to • Large app store see and read it better ... great detail!” • Portability • Replaces PC for entertainment “I am not a tech savvy person, but have been able to use the iPad with little problem.” “Wish Apple would fix the problem of being unable to download iPad Weaknesses Adobe flash player. Major stumbling block toward accessing a good • No flash compatibility bit of www content.” • Lack of USB ports “I think a longer [lasting] battery isnt really too much to ask for • Needs productivity software that price.” • Keyboard “It needs a USB port and actual word processing and editing • Battery life software to make it truly be able to replace a PC or some Android- based tablets.”15 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 16. Tablet Brands TBRHigh overall satisfaction scores show tablet owners are happy with theirdevicesTBR Assessment• Ease of use was the primary driver of overall TBR Overall Tablet Satisfaction by Brand satisfaction, followed by performance. 7.0 Consumers appreciate a product that completes 6.0 a task easily and efficiently, and are finding that 5.92 6.14 5.77 5.0 5.43 5.41 5.50 5.60 balance in tablets by using them for what they 5.07 5.35 do best. 4.0 3.0 “Very portable and easy to use. 2.0 Like the use of Flash player.” 1.0 — Samsung Galaxy Tab customer 0.0 Acer Amazon Apple ASUS Dell HP Samsung Sony Toshiba SOURCE: TBR Reference: Q1 and Q11 in Survey Instrument Appendix “Its great not needing a desk, and Note: Satisfaction is based on 7-point Likert scale, 1 being "extremely dissatisfied" the instant-on is terrific.” and 7 being "extremely satisfied." Sony sample size is less than N=30. — Apple iPad customer “Features could be better, but for the money they are great.” — Amazon Kindle Fire customer16 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 17. Tablet Uses: Primary Device — by Satisfaction TBR PCs are losing their luster as entertainment hubs; users report higher overall satisfaction with tablets for content and media consumption TBR Findings • When compared to other devices, which TBR defined for this study as notebook PCs, desktop PCs and smartphones, tablet users stated they are substantively more satisfied with their tablets overall and to an even larger degree when the devices are used purely for entertainment. • The comparative ease-of-use of a tablet’s all-in-one user interface to perform specific tasks (entertainment- related activities such as playing casual games, browsing the Internet or watching online videos) versus desktops or notebooks was shown to be an important influencer in user satisfaction. Primary Device: Tablet vs. Other TBR Satisfaction by Overall TBR Satisfaction by PrimaryTBR Primary Device Device for Entertainment 6.50 6.50 6.25 6.25 Overall 19% 81% 6.00 6.00 5.75 6.00 5.75 6.03 For 5.50 5.68 5.50 54% 46% 5.25 5.25Entertainment 5.41 5.00 5.00 4.75 4.75 For 4.50 4.50 Productivity 6% 94% 4.25 4.25 4.00 4.00 0% 20% 40% 60% 80% 100% Tablet Other Device Tablet Other Device Tablet Other (Notebook, Desktop, Smartphone) SOURCE: TBR SOURCE: TBRSOURCE: TBR Note: Satisfaction is based on 7-point Likert scale, 1 being in Survey Instrument Appendix Reference: Q11 and Q14 Note: Satisfaction is based on 7-point Likert scale, 1 being "extremely dissatisfied" and 7 being "extremely satisfied." 17 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 18. Tablet Uses: Activities — Expected vs. Actual Usage TBRTablet users’ activities shift after purchase from communication andcreation to gaming, Internet browsing and social networking TBR Activities Analysis: Owners Usage vs. Intenders Expected Usage Difference in Tablet Activities Intender Owner Expectations vs. Actual Browse the Internet 71% 83% 11% Email 77% 77% 1% Use social networking (i.e. Facebook, Twitter or LinkedIn) 50% 58% 7% Play casual games 39% 54% 15% Read digital books or magazines 56% 53% -3% Online shopping 52% 48% -3% Find places/get directions using maps or navigation 48% 44% -4% View online videos (i.e. YouTube) 42% 44% 2% Watch TV/movies 46% 40% -6% Listen to music 37% 37% 0% Online banking 38% 36% -2% Share photos or videos with others 40% 29% -11% Manage my calendar 38% 28% -10% View documents, spreadsheets or presentations 32% 23% -9% Take notes 30% 22% -8% Communicate with others using voice or video (i.e. Skype) 39% 21% -18% Send texts or Instant messages 33% 17% -17% Check into places/location awareness 20% 15% -5% Create and modify documents, spreadsheets or presentations 25% 13% -12% Play heavy-duty games 4% 5% 0%TBR Findings SOURCE: TBR Reference: Q6 in Survey Instrument Appendix• According to survey respondents, prior to ownership, tablets are intended to be used as multipurpose platforms, especially for video calling (e.g., Skype), text or IM communications, photo and video sharing, document creation and file viewing.• Once acquired, however, activity on the devices streamlines and transforms the tablet from a content-management (create and view) to primarily a content-viewing device.18 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 19. Tablet Uses: Work Users TBRTablets are used for some productivity applications, but non-work activitiesaccount for a high proportion of use TBR Work Tablet Usage: Activities by Popularity Percent of Rank Activity Work Users 1 Email 75% 2 Browse the Internet 69% 3 View documents, spreadsheets or presentations 43% 4 Manage my calendar 42% 5 Use social networking (i.e. Facebook, Twitter or LinkedIn) 34% 6 Find places/get directions using maps or navigation 31% 7 Read digital books or magazines 31% 8 Take notes 30% 9 Online shopping 26% 10 View online videos (i.e. YouTube) 25% 11 Create and modify documents, spreadsheets or presentations 22% 12 Send texts or Instant messages 20% 12 Input data/information into forms or applications 20% 14 Communicate with others using voice or video (i.e. Skype) 17% 15 Use company-specific applications 17% 16 Share photos or videos with others 15% 17 Check into places/location awareness 11% SOURCE: TBR Reference: Q6 in Survey Instrument AppendixTBR Findings:• Email, unsurprisingly, is the leading activity for workers’ tablets. Workers also use their tablets for viewing and editing documents, managing calendars and using company-specific applications.• The vast bulk of tablet activities in the work place, however, are unambiguously not work related, such as using social networking, online shopping, and viewing and sharing YouTube videos.19 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 20. Tablets at Home: Satisfaction by Price Band TBRTablet users are least satisfied with devices that aim to provide highfunctionality but make compromises to reduce price Reference: Q4 and Q11 in Survey Instrument Appendix Note: Satisfaction is based on 7-point Likert scale, 1 being "extremely dissatisfied" and 7 being "extremely satisfied." TBR Findings • Android-based tablet vendors such as Samsung and ASUS are trying to combat the dominance of the iPad (high end) and the Kindle Fire (low end) in the tablet market by creating a niche market between the two price bands. • However, the hardware compromises vendors make to be less expensive than higher-end tablets, or the more costly components they elect to choose to differentiate their products from low-end competitors, muddy the value proposition of these products, resulting in the lowest satisfaction.20 ©2012 Technology Business Research Inc. January 2013 | Webinar – North American Tablet Study
  • 21. TBRPresenter Ezra Gottheil, Senior Analyst, Computing and Storage ezra.gottheil@tbri.com @egottheil@TBRincwww.slideshare.net/TBR_Market_Insightwww.youtube.com/user/TBRIChannel For further information, please contact: John Spooner James McIlroy Director, Computing Practice Vice President, Sales John.Spooner@tbri.com mcilroy@tbri.com 21 January 2013 | Webinar – North American Tablet Study ©2013 Technology Business Research Inc.
  • 22. About Us Contact UsTechnology Business Research is a leading independent technology market 1.603.929.1166research and consulting firm specializing in the business and financialanalyses of hardware, software, networking equipment, wireless, portal and info@tbri.comprofessional services vendors. www.tbri.com 11 Merrill DriveServing a global clientele, TBR provides timely and accurate market research Hampton, NH 03842and business intelligence in formats that are tailored to clients’ needs. Our USAanalysts are available to further address client-specific issues or informationneeds on an inquiry or proprietary consulting basis.TBR has been empowering corporate decision makers since 1996.To learn how our analysts can address your unique business needs, pleasevisit our website or contact us today. All reports are available in PowerPoint and PDF. If you are viewing a PDF and require access to data, tables, etc. for use in internal documents, please visit www.tbri.com and download the PowerPoint version.This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology BusinessResearch will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not beconstrued to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected andsupplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce.