Tablets are growing incredibly fast and displacing notebook PCs for many tasks. By 2015, tablet shipments are projected to outsell PC shipments worldwide. Tablets appeal to mass market needs in a unique way as ultra-portable and capable devices for both consumption and some business tasks. The rise of tablets also signals a transition to a multi-platform, multi-screen era where consumers expect the same apps and synchronized experiences across different devices.

1. Creative Strategies, Inc
State of Tablets
The Re-Invention of the Personal Computer
!
Ben Bajarin, Principal Analyst,
Technology Columnist
Ben@CreativeStrategies.com
@BenBajarin

2. Creative Strategies, Inc
“The iPad is more intimate than a notebook
and more capable than a smartphone”
!
- Steve Jobs

3. Creative Strategies, Inc
The New PC
❖ Ultra-portable
❖ Tablets are displacing notebook
tasks
❖ Suits the mass market needs
uniquely
❖ Suits specific business tasks uniquely

4. Creative Strategies, Inc
Incredible Growth
❖ Fastest adopted consumer
electronics
❖ In US outselling PC quarterly
❖ 55% growth in 2013, outselling
notebooks WW
❖ By 2015 they will outsell PCs WW

5. Creative Strategies, Inc
Q4 2013
❖ Unit shipment grew 73.8%
❖ Sub 8-inch made up 47.5% of Q4
sales
❖ By 2015 they will outsell PCs WW

6. Creative Strategies, Inc
Incredible Tablet
Growth
0%
25%
50%
75%
100%
2008 2009 2010 2011 2012 2013 2014 2015
49%47%
42%
36%
22%
15%
30%34%40%
44%
51%
55%
61%
54%
21%19%18%20%
27%30%
39%
46%
Desktops Notebooks Tablets

7. Creative Strategies, Inc
Tablet Growth
0
150
300
450
600
2012 2013 2014 2015 2016
Tablets PCs

8. Creative Strategies, Inc
Price Points
❖ Price segmentation mix

9. Creative Strategies, Inc
Tablets PCs
❖
Consumers view tablets as PCs
❖
75% of tablet owners who
purchased low-cost tablets had
buyers remorse
❖
Intend to spend up on next one

10. Creative Strategies, Inc
Screen size
❖
Screens for productivity
❖
10-13”
❖
screens for consumption
❖
<8”
❖
create segmentation forecast

11. Creative Strategies, Inc
Multi-Platform Era
❖
Software Must Support All Platforms
❖
Consumers want the same app on
all screens
❖
Synchronizing the experience by
synchronizing the data

12. Creative Strategies, Inc
Multi-Screen Era
❖
The Cloud and workflow
synchronization
❖
90% of mobile workers said they use
multiple devices for sequential
workflow

13. Creative Strategies, Inc
Doing Work
❖
Point of Sale
❖
Marketing
❖
Sales
❖
Field Force Automation

14. Creative Strategies, Inc
Touch Computing
❖
Mouse and Keyboard barriers
❖
Touch / multitouch is a key natural UI
❖
Touch is more “hands on”
❖
Touch Literacy

15. Creative Strategies, Inc
Concluding
Thought’s
❖
New Form Factors Driving Innovation
❖
Software is the new hardware
❖
Multi-platform and Multi-screen
enterprises