Mohan- Writing Sample 1The purpose of this assignment was to write a memo that gathered competitive intelligence onthe iPad and how it fares against major competitors in the marketplace.Some of the topics that could be included in the memo were:1. Sales and success results to date of the iPad.2. What the iPad offers, its features – what makes it so attractive to customers.3. Competitive strengths and weaknesses of the iPad.4. Features and price for any competitors, current or past. Highlight other competitors’strengths and weaknesses, and how they have fared in the marketplace.5. How and where is the iPad sold.6. Price and price history, and predictions for future pricing.7. Any possible info on the market for iPads -- is there any distinctive part of the populationthat is especially attracted to it, e.g college students, young professionals, old people.
Mohan- Writing Sample 1February 20, 2013MEMORANDUMTO: Alan AkersonFROM: Maureen MohanSUBJECT: Analysis of the iPadTablet users can do around 80% of their work on a tablet, making them more important andprevalent than ever before. However, tablets do not need to be replaced every 12-24 months likecell phones, and tablets purchased now will still be functional in three years. The competition forwhat tablet will be in a consumers hands for the next three years is increasing, there are manytablets from a variety of manufacturers available and it is unclear if a new “standard” tablet willappear. So far Apple has been dominating the market and as of Q4 2012, they made up 43.6% ofthe tablet market selling 23 million tablets (iPad and iPad mini). 91% of tablet web traffic wasgenerated by iPads and 94% of Fortune 500 companies use iPad in an official capacity. A tabletmarketshare breakdown for the top 5 tablets can be seen in the table below.
Mohan- Writing Sample 1The table shows that there is a lot of ground to be made up for tablets looking to compete withApple and Apple has started to complete with itself with the iPad and the iPad Mini. Reutersreports that Sharp, the maker of Apple tablet screens, cut back production on the iPad sizedscreens in Q4 which suggests that the iPad Mini may have cannibalized the iPad. The iPad Miniis the most competitive Apple tablet on the market.The three main tablets in competition with each other are the iPad Mini, the Kindle Fire HD, andthe Nexus 7 (Samsung considers some of its smartphones in the marketshare and is not used forthis analysis). The iPad Mini is lighter and thinner than the other two but with a lower screenresolution. The Nexus 7 and Kindle Fire HD both have a front-facing camera but are not in HDand they do not have a rear camera, the iPad Mini has a rear camera and a front camera capableof HD quality.The apps available for all three make a big difference to many users, the iPad Mini supports275,000 apps in the Apple app store while the Nexus 7 has a few thousand tablet apps and theKindle Fire HD offers its own app store with basic productivity and game apps; this is probablyAmazon’s biggest weakness. The iPad can be fully integrated with iTunes and other Appleproducts, the Kindle Fire is fully integrated with Amazon Prime accounts and the Nexus 7integrates with Google accounts much like Apple. Apple and Amazon offer the largest contentselection for TV shows, books and music, leaving Nexus behind in that aspect.In regards to size and price, the iPad has the most features on a 7.9-inch (Mini) or 9.7-inchscreen, but is generally the highest priced of the three at $329.00 -$659.00. The iPad Mini wasintroduced in an attempt to compete with the Kindle Fire, which at the time was a 7 inch screen,but the price tag still placed it above the Fire. Now Amazon offers a Fire HD in a 7-inch screen,8.9-inch screen and a 8.9-inch screen with 4G LTE priced at $199, $299 and $499 respectively.The variety of sizes and prices has allowed Amazon to out-option the iPad line in terms of bothprice and size selections. The Nexus has a 7-inch priced from $199.00- $299.00 and 10-inchscreen priced from $399.00-$499.00.Over the past couple years many other companies have tried to compete with the iPad, KindleFire HD and Nexus 7, the most notable of which are the Barnes & Noble Nook HD and theWindows Surface. The Nook HD has lost ground in the tablet battle because it is competing withAmazon as a more functional e-reader and a lite tablet, while Amazon is looking to compete withthe iPad as a fully functional tablet. Consumers who are looking for an e-reader with featureswill most likely go with a Nook but otherwise will go with a different option.The Windows Surface is the largest and most expensive at 10.6 inches and $899.00 makes thesurface more competitive with laptops as opposed to any of the tablets available. WhileWindows has pushed its functionality as a tablet and that it comes with a handy keyboard, it hasalso had to contend with the lack of apps available in the Windows Apps store. RecentlyWindows has partnered with BlueStacks App Player to bring the 700,000+ apps available forAndroids to the Windows Surface. This may help the Surface but it will still need to competewith the size and pricing of other tablets.
Mohan- Writing Sample 1All of these options are available either online or in big box stores such as Target, Walmart orBest Buy and in the end, the deciding factor for many people choosing a tablet is their purposefor purchasing (i.e. entertainment, productivity, something for their kids) and whether they areApple product users, Amazon Prime users or Google users. The Fire HD appeals to non-techsavvy people who are interested in e-reading and video streaming, the Nexus 7 primarily appealsto the tech-savvy or computer geeks who prefer Google Play apps because they are open-sourceand offer more for the hands-on tech geek. The iPad Mini is the best-designed, most portable andhas good camera quality and features with the largest app library and appeals to Apple users anda broad audience, including professionals and students looking for entertainment andproductivity tools.