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Devices break down the walls: New form factors emerge
 

Devices break down the walls: New form factors emerge

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Device vendors are exploring variations on the original form factors of PCs, smartphone and tablets Device vendors have introduced in-between products, such as phablets and 2-in-1s, and more closely ...

Device vendors are exploring variations on the original form factors of PCs, smartphone and tablets Device vendors have introduced in-between products, such as phablets and 2-in-1s, and more closely married keyboards to tablets, such as the Surface and the Asus T-100, to differentiate themselves from competitors. Google, influenced by the simplicity of tablets, introduced the PC-like Chromebook and, working with Asus, the Chromebox for Meetings appliance. While smaller tablets have gained market share, some vendors are introducing tablets larger than the original iPad.

The original form factors remain; however, iOS and Android devices have become smaller, and the phablet devotees have gravitated toward larger models. The 2-in-1 PC is ahead of the tablet-plus configuration for multipurpose devices. In what direction is the market moving? Will the market share for phablets increase if and when Apple introduces a larger smartphone? Can a vendor grab attention with a tablet-centered physical ecosystem, as Dell is trying to do with the Venue 11 Pro?

On Tuesday, May 13, Principal Analyst Ezra Gottheil and Analyst Jack Narcotta gave a webinar that incorporated the latest feedback from the market with results of TBR’s device user surveys to predict the evolution of form factors in the devices market.

Questions during the discussion included:

1. What are the winning configurations, and which form factors do they displace?
2. Which markets fit these configurations?
3. What are buyers looking for, and how will this change?

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    Devices break down the walls: New form factors emerge Devices break down the walls: New form factors emerge Presentation Transcript

    • TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. TBR’s Computing Business QuarterlySM Webinar Computing Devices: Devices Break Down the Walls May 13, 2014
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Ezra Gottheil Principal Analyst, Devices Email: ezra.gottheil@tbri.com Twitter: @egottheil Jack Narcotta Analyst, Devices Email: jack.narcotta@tbri.com Twitter: @JackN_TBR 2
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Mobile devices are growing up fast A large market with slowing growth drives invention and proliferation The environment and market are ready The formula for success Where the action is Dynamics of a maturing market 3
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. The world is ready for new form factors and devices The technology is ready The personal portable hub Users know what to do 4
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. The market is ready Differentiation and invention Fewer land rushes Buyers are asking, “What’s next?” More money is available 5
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Winning strategy Upside for buyer Downside for buyer A clear path A good story Luck 6
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Current arenas The return of the keyboard Finding the sweet spots Do you really want to look like a geek? Home things Medical, safety 7
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Smartphones come back to Earth The big slowdown The two causes Changing buying behavior Changing vendor strategies Long-term strategies 8
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Smartphone sales growth has hit a wall The growth slowdown will continue We believe growth will go negative Then growth will resume But only slow growth 9
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Two reasons for the slowdown Market saturation Product maturation “Adjustment phase” of the market 10
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Smartphone Installed Base Market saturation Very Rapid Growth Slow Growth Saturation Population and Economic Growth Lower Device Prices Lower Data Prices 11
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Smartphone Unit Sales Market saturation, cont. Very Rapid Growth Saturation — Decline in New Smartphone Customers Replacements + but ASPs Decline Replacement Cycles Lengthen Population and Economic Growth, Lower Device and Data Prices LTE Drives Rapid Refresh 12
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Product maturation Saturation comes from success So does maturation Most smartphones are good Performance is good enough Customers are satisfied Mainstream products from most vendors are similar There are fewer reasons to switch brands 13
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Product maturation, cont. New features mean less to customers Product doesn’t drive brand There are fewer reasons to replace older handsets, except for changes such as LTE Replacement cycles are lengthening 14
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. NowThen Saturation and maturation are changing buying behavior Customers seek performance Customers assume performance Price is less important Price is more important Service is secondary Service is primary New features excite customers New features bore customers Customers want to do new things Customers want less trouble Design matters Design matters even more Durability doesn’t matter much Durability matters a lot 15
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. NowThen Vendor strategies must change Win new customers Take customers from competition Satisfy network providers Delight network providers Be an attractive choice Pull customers to network providers Add many new features Add killer features Promote new features Explain value of new feature Build “hero” smartphones Build specialized smartphones Emphasize performance Emphasize reliability and durability 16
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Vendor strategy Customers will tend to stay loyal to their brand Old message: “Our smartphone is great” New messages are more complicated: “Switch for a better experience” “The improvement is worth the effort to switch” 17
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Ezra Gottheil Principal Analyst, Devices Email: ezra.gottheil@tbri.com Twitter: @egottheil Telephone: 603.758.1853 Jack Narcotta Analyst, Devices Email: jack.narcotta@tbri.com Twitter: @JackN_TBR Telephone: 603.758.1818 TBR Devices Webinar — Webinar Contact Information 18 For additional information on TBR’s research capabilities, please contact: John Spooner James McIlroy Director — Computing Business Practice Vice President of Sales Email: john.spooner@tbri.com Email: mcilroy@tbri.com Telephone:603.929.1166 Telephone:603.929.1166 Twitter: @TBRinc SlideShare: www.slideshare.net/TBR_Market_Insight YouTube: www.youtube.com/user/TBRIChannel LinkedIn: www.linkedin.com/company/technology-business-research
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. PC vendors Handset vendors Tablet vendors Computing Devices Benchmark: Portfolio The Computing Devices Benchmark provides ongoing coverage of PC, tablet and smartphone vendors and their strategies Benchmarked Device Vendors • Amazon • Samsung • ASUS • Motorola • LG • RIM • HTC • Huawei • Nokia • ZTE • HP • Dell • Apple • Toshiba • Panasonic • Acer • Lenovo • Fujitsu Devices • Sony • Microsoft Nonbenchmarked Influencers • Microsoft • Google • Intel • AMD • ARM • Qualcomm • NVIDIA • Broadcom TBR will rank and score the top brand-name device companies and chronicle their interactions with key ecosystem partners that influence the devices business 19 Content Ecosystem
    • TBR TBR Quarterly Webinar Series |5.13.14 | www.tbri.com | ©2014 Technology Business Research Inc. Computing practice syndicated research coverage Device Benchmark Vendors (Benchmark XLS data is also available) Data Center Benchmark Vendors (Benchmark XLS data is also available) Computing Vendor Coverage • Acer* • Amazon • Apple • Asus* • BlackBerry • Dell • Fujitsu • HP • HTC • Huawei • Lenovo • LG • Motorola* • Nokia* • Panasonic* • Samsung* • Sony • Toshiba • ZTE • Brocade • Bull • Cisco • Dell • EMC • Fujitsu • HDS • HP • Huawei • IBM • Juniper • NEC • NetApp • Oracle • Quantum • Unisys • Acer* • Apple • Asus* • Dell • EMC • Fujitsu • Google • HP • IBM • Intel • Lenovo • Microsoft • NetApp • Samsung* • Sony • Toshiba Corporate IT Buying Behavior & Customer Satisfaction Studies • Desktops • Notebooks • Services and Support • x86-Based Servers • Apple Enterprise PCs* • Cisco UCS* TBR Computing Practice Syndicated Coverage *Semiannual publication 20
    • TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. About TBR Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and actionable market research and business intelligence in formats that are tailored to clients’ needs. Our analysts are available to further address client-specific issues or information needs 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, please visit our website or contact us today. Contact Us 1.603.929.1166 info@tbri.com www.tbri.com 11 Merrill Drive Hampton, NH 03842 USA 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 Business Research 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 be construed 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 and supplied for the sole use of the recipient. Contact ©Technology Business Research, Inc. for permission to reproduce.