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1
Washington, DC / London / Paris / Singapore
May...
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2
A Short History of Tablets: PC Adjuncts
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3
A Short History of Tablets: PC Adjuncts
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4
A Short History of Tablets: PC Adjuncts
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5
A Short History of Tablets: PC with Stylus
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6
A Short History of Tablets: PC with Stylus
Wron...
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7
A Short History of Tablets: Custom Enterprise S...
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8
A Short History of Tablets: Custom Enterprise S...
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9
A Short History of Tablets: Apple Cracked the C...
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10
A Short History of Tablets: Apple Cracked the ...
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11
What Apple Got Right
$499
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12
Competitive Stampede
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13
Market Growth – Unique Tablet SKU Count (U.S.)...
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14
Market Growth – Unique Tablet SKU Count (U.S.)...
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15
iPad Competitors: BlackBerry and HP
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16
iPad Competitors: BlackBerry and HP
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17
iPad Competitors: Google & Co.
$499
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18
iPad Competitors: Google & Co.
$499
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19
iPad Competitors: Google & Co.
$499
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20
Android Differentiators
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21
iPad Competitors: Microsoft & Co.
$499
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22
iPad Competitors: Microsoft & Co.
$499
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23
iPad Competitors: Microsoft & Co.
$499
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24
Windows 8.1 Differentiators
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25
Apple’s Enduring Advantage
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26
Apple’s Enduring Advantage
…and yet –
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27
Tablet Trends: iPad Sales Growth Stalled
0
500...
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28
Tablet Trends: Why Have iPad Sales Stalled?
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29
Tablet Trends: Why Have iPad Sales Stalled?
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30
Evaluating Use Cases: A Third Thing
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31
Evaluating Use Cases: Location
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32
Connected Tablets Driving Carrier Subscriber G...
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33
Connected Tablets Driving Carrier Subscriber G...
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34
Connected Tablets Driving Carrier Subscriber G...
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35
Western Markets: Premium Tablet Squeeze
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36
Western Markets: Premium Tablet Squeeze
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37
Evaluating Use Cases: Asia
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38
Enterprise Adoption
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39
Enterprise Adoption
simple deliberately complex
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40
Enterprise Adoption
Office software
maturing
O...
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41
Enterprise Adoption
Security maturing
Mobile d...
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42
Enterprise Adoption
New mobile use cases
requi...
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43
Proprietary and Confidential© Current Analysis...
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Tablets: What's the use case - TabTimes' Tablet Strategy 2014

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Presentation by Avi Greengart, Research Director, Consumer Platforms & Devices, Current Analysis, at TabTimes Tablet Strategy conference in New York City on May 6, 2014. Stats and insights about the tablet market and where it is going.

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Tablets: What's the use case - TabTimes' Tablet Strategy 2014

  1. 1. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 1 Washington, DC / London / Paris / Singapore May 2014 Presented by: Avi Greengart Research Director, Consumer Platforms & Devices Tablets: What’s the Use (Case)
  2. 2. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 2 A Short History of Tablets: PC Adjuncts
  3. 3. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 3 A Short History of Tablets: PC Adjuncts
  4. 4. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 4 A Short History of Tablets: PC Adjuncts
  5. 5. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 5 A Short History of Tablets: PC with Stylus
  6. 6. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 6 A Short History of Tablets: PC with Stylus Wrong User Interface Wrong App Experience Bad Hardware
  7. 7. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 7 A Short History of Tablets: Custom Enterprise Solutions
  8. 8. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 8 A Short History of Tablets: Custom Enterprise Solutions Custom Hardware Custom Software
  9. 9. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 9 A Short History of Tablets: Apple Cracked the Code
  10. 10. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 10 A Short History of Tablets: Apple Cracked the Code
  11. 11. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 11 What Apple Got Right $499
  12. 12. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 12 Competitive Stampede
  13. 13. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 13 Market Growth – Unique Tablet SKU Count (U.S.) 0 100 200 300 400 500 600 700 800 900 Unique Tablet SKUs at Major U.S. Retailers Retailers: Amazon* Radio Shack Best Buy Target Walmart AT&T Sprint Verizon T-Mobile USA Source: Current Analysis TabletTracker *Only tablets sold by Amazon itself are included
  14. 14. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 14 Market Growth – Unique Tablet SKU Count (U.S.) 0 100 200 300 400 500 600 700 800 900 Unique Tablet SKUs at Major U.S. Retailers Retailers: Amazon Radio Shack Best Buy Target Walmart AT&T Sprint Verizon T-Mobile USA # Tablets Source: Current Analysis TabletTracker *Only tablets sold by Amazon itself are included
  15. 15. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 15 iPad Competitors: BlackBerry and HP
  16. 16. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 16 iPad Competitors: BlackBerry and HP
  17. 17. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 17 iPad Competitors: Google & Co. $499
  18. 18. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 18 iPad Competitors: Google & Co. $499
  19. 19. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 19 iPad Competitors: Google & Co. $499
  20. 20. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 20 Android Differentiators
  21. 21. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 21 iPad Competitors: Microsoft & Co. $499
  22. 22. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 22 iPad Competitors: Microsoft & Co. $499
  23. 23. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 23 iPad Competitors: Microsoft & Co. $499
  24. 24. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 24 Windows 8.1 Differentiators
  25. 25. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 25 Apple’s Enduring Advantage
  26. 26. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 26 Apple’s Enduring Advantage …and yet –
  27. 27. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 27 Tablet Trends: iPad Sales Growth Stalled 0 5000 10000 15000 20000 25000 30000 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 iPad Sales Source: Apple financial statements
  28. 28. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 28 Tablet Trends: Why Have iPad Sales Stalled?
  29. 29. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 29 Tablet Trends: Why Have iPad Sales Stalled?
  30. 30. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 30 Evaluating Use Cases: A Third Thing
  31. 31. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 31 Evaluating Use Cases: Location
  32. 32. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 32 Connected Tablets Driving Carrier Subscriber Growth
  33. 33. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 33 Connected Tablets Driving Carrier Subscriber Growth now subsidizing cellular price delta and offering free data
  34. 34. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 34 Connected Tablets Driving Carrier Subscriber Growth ONLY now subsidizing cellular price delta and offering free data
  35. 35. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 35 Western Markets: Premium Tablet Squeeze
  36. 36. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 36 Western Markets: Premium Tablet Squeeze
  37. 37. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 37 Evaluating Use Cases: Asia
  38. 38. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 38 Enterprise Adoption
  39. 39. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 39 Enterprise Adoption simple deliberately complex
  40. 40. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 40 Enterprise Adoption Office software maturing On iOS. With an external keyboard. For those who prefer mobility over large displays.
  41. 41. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 41 Enterprise Adoption Security maturing Mobile device management maturing, too
  42. 42. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 42 Enterprise Adoption New mobile use cases require process changes and software change and sometimes hardware accessories …which takes time
  43. 43. Proprietary and Confidential© Current Analysis Inc. All rights reserved. 43 Proprietary and Confidential© Current Analysis Inc. All rights reserved. 43 Thank You Avi Greengart Research Director, Consumer Platforms & Devices Email: agreengart@currentanalysis.com Direct/Mobile: +1 201-677-8284 Twitter: @greengart Current Analysis provides global IT, telecom and enterprise professionals with the market intelligence and advice they need to compete, innovate and improve performance to drive growth and market leadership. www.currentanalysis.com

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