Sales management(2)


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Sales management(2)

  1. 1. TACTICAL SALES PLAN PC TABLET MALATA - A1001Prepared by: QUYEN NGUYEN|7239084 Prepared for: CHI WING CHAN Date: 16 SEP 2011 1
  2. 2. TABLE .OF.CONTENT Executive Summary 3 Part 3: Sales Strategy 22 Part 1: Background & Assumptions 4 Target customers 23 Product Description 5 Selling Methods 24 Product Features 6 Resources Requirements 30 Boundary Definition 7 Critical Success Factors 32 Assumptions & Market Limitations 8 Cost and Profit 33 Part 2: Market Assessment 9 Part 4: Sales Implementation Plan 37 Demand Forecast 10 Monitoring & Control 38 Competitor Analysis 12 Risk Management 39 Customer Analysis 15 Conclusions 40 Channel Analysis 17 References 41 2
  3. 3. EXECUTIVE.SUMMARYThis document is a Tactical Sales Plan for Malata PC-A1001, a Multi-Touch tablets from Malata, a high tech companyfrom China (belongs to Wanlida Group Co., Ltd.). For selling Malata in Australia in the next 3 years, we considered thefollowing factors: Background and Assumptions – We analysed product features and its geographic areas of sales in Australia (focusing on Sydney and Melbourne). We also made some assumptions that this sales plan based on. Market Assessment - In this part we focus on demand analysis for tablets in Australia market by the end of 2011. PC tablets marketing will continue growing by the end of 2011 with Apple and Android taking 95% of market share and others sharing 5% of the pie. Main competitors are Apple, Samsung, Motorola and Blackberry aiming to 3 main segments which are consumers, professionals and enterprises. Main distribution channels include mortar and brick stores, online stores, catalogue selling and TV Home shopping. Sales Strategy – We choose to sell this product using mortar and brick stores such as Dick Smith, Harvey Norman and JB Hi-Fi. Besides that, we build up a website for it and sell it online using eBay and Amazon. To better compete and approach target customers, we also sell the product in extra channels which are universities and coffee shops. After that, we have a general estimation and calculation of cost and profit of this project for 3 year period. Sales Implementation Plan – In this part, we set specific milestones and checkpoints to implement the project so that we can monitor and control it effectively. To be proactive to any likely risks, we have set contingency plans and the way to avoid the risks at the beginning.We believe that this Tactical Sales Plan is effective and achievable because it based on very careful consideration andresearch about the industry and the market. We believe it will bring profit and will be the good start for our business. 3
  5. 5. PRODUCT.DESCRIPTION Malata PC-A1001 is a Multi-Touch Tablet running Windows 7 with an Intel Atom N540 It is a product of Malata Company (belongs to Wanlida Group Co., Ltd.), a high tech company, which is one of the top 100 electronic enterprises in China Malata A1001 is now designed in white and black colors. It is apparently the grand finale among all Malata’s offerings. The elegant white casing and familiar Windows UI make A1001 appear gorgeous and impressive (Gadgets & Geek World, 2011). 5
  6. 6. PRODUCT.FEATURES Features Descriptions Features Descriptions 10”1024*600 Capacitive Multi-Touch LCD Screen Screen CPU Intel Pinetrail N450 Wholesales price: $400 Price Retail price: $695 10 inch 16:9 (1024x600) Multi-Touch Display Screen (Capacitive) •G-sensor, Touch Panel Others •Built in Microphone •1.3M Webcam OS Linux/Windows 7 Battery 3650mAh/7.4V Memory 1GB/2GB Optional Bluetooth Storage 2.5 inch SATA 160G/250G/320G Hard Drive Functions E-compass Camera Build-in 1.3M Pixel Camera Dimension 263 x 168 x 18.5mm for product •1 Mini VGA •2 USB •1 Headphone out •1 Microphone input Connectivity Weight 990g •1 LAN RJ45 •1 DC – IN 19V •1 Built in Rechargeable Battery •1 SD/MMC Card Reader
  7. 7. BOUNDARY.DEFINITION  The product is distributed by Sunflowers Media, a Melbourne based company founded in August 2011.  Distribution scope: Australia wide focusing on Melbourne and Sydney. Company’s capital: AUD $300,000 Key Human Resources: 1 General Director, 1 Chief Accountant, 1 Sales Administrator and 2 Sales executives Company’s culture: straight talk, collaboration and customer oriented 7
  8. 8. ASSUMPTIONS & MARKET LIMITATIONS Assumptions  There are no changes in Government Regulatory related to PC Tablet market.  Australian Economy remains stable in the next 3 years.  Sales Executives are qualified and well experienced in the industry and in Australian market.  All staff are well trained about the product. Market Limitations  The product is quite new in Australian market and not many people in Australia heard about the brand.  People have bad credibility for “Made in China” products.  Limitations in hardware for Windows 7 Tablet make it hard to use other applications completely, besides web applications.  The product is confronting a fierce competition with Apple iPad and other Android tablets which are more adaptable and responsive to new applications 8
  10. 10. DEMAND.FORECAST Market size & PotentialAustralian research firm IDC (International DataCorporation) has predicted that following therelease of iPad 2, a range of second generationtablets is expected to stimulate an 85% growth inthe Australian tablet market (Rust Report 2011)According to Telsyte, media tablet sales inAustralia would be almost 1.2 million units forcalendar year 2011, driven by continued strongdemand from consumers and business segments(Telsyte 2011)Although IDC research and the empiricalevidence show that the majority of media tabletsare currently embraced as complementary devices,they are eating into consumers’ share of wallet”(Rust Report 2011)IDC’s report titled “Media Tablet Special Report: Australia” also shows that whilst there is astrong intention to purchase a media tablet by the end of 2011 by Australian consumers topurchase media tablets in 2011, with 6 per cent, laptops/notebooks (34.8 per cent) and standarddesktops (27.6 per cent) are still strongly favoured (IDC 2011) 10In general, PC Tablet market in Australia is a potential and growing market
  11. 11. DEMAND.FORECAST Market Share Australian Tablets Market share 5%By the end of 2011, the market leader inAustralia is expected to remain Apple with 60%market share, down from over 90% in 2010. 35% iOSAndroid devices are expected to have 35% market 60% Androidshare in 2011 with Blackberry tablet OS and otherplatforms making up the rest of the market Blackberry and other(Telsyte 2011) platforms According to the above chart, we can see that tablets market in Australia has high level of concentration. The two biggest players (which are iOS and Android OS) take the major part of the pie. Blackberry and other platforms such as Windows and HP are just taking a very small part (5%) of the market. That will be a big challenge to sell Malata A1001 to Australia market, especially when Microsoft is about to introduce its new Windows 8 tablets to Australia in the next few months while Matala is just using Windows 7 11
  12. 12. COMPETIROR.ANALYSISThere are many tablet brands in Australia market at the moment. However, there are just a few operating systems forall of them including (but not limited to): iOS, Android OS, Windows 7 Starter, Palm Web OS, and QNX (for theBlackBerry tablet). The following figure shows the advantages of each Operating System. Source: Frost and Sullivan, 2011 12
  13. 13. COMPETIROR.ANALYSIS The followings are some major competitors in media tablets market in Australia Apple is the biggest competitors in the market. IDC expects Apple to maintain a 70-80% share of the worldwide market and continue to dominate the Australian market. Its competitive advantages are strong and unique Operating System iOS, good design and innovation. Samsung Galaxy is considered the strongest competitor of Apple in international and Australia market. Samsung is forecasted to take more than 30% market share in 2011 in Australia. Samsung is expected to follow with a 10.1 in. Galaxy Tab with Android 3.0 Honeycomb later this year with many outstanding functions. Motorola Xoom is also a worthy competitor in function, Like the Samsung Galaxy, the Motorola Xoom will also run on the Android 3.0 Honeycomb operating system. The Xoom comes with two video capable cameras and is another anticipated addition to the tablet market. It offers high processing power and improved gaming capability. BlackBerry is also carving a name in the tablet market with the release of the PlayBook in April this year. The PlayBook will support both Android and the Java based apps that currently run on BlackBerry phones, giving users access to an extensive range of applications. The PlayBook smaller and slimmer than the iPad 2 Other vendors and designs such as Smaller players such as Hewlett Packard, Asus, Toshiba, Microsoft and Dell are also on track to release their own tablet devices in the second half of 2011. Many of these products will be more competitive in function and price. One differentiation path that some vendors are likely to take is to focus on specific market segments, such as commercial. While benefitting from unique product positioning, they are likely to address a smaller overall market and will need to be competitive with devices from 13 Apple and others.
  14. 14. COMPETIROR.ANALYSISIn general, besides Apple, the strongest competitors with significant competitive advantages anddifferences, other competitors in tablets market in Australia have an extremely fierce competitionenvironment. They are all strong and experienced competitors that are quite similar in functions,designs and prices. On the other hand, Malata is running on Microsoft OS that is considers not aseffective as others, therefore, it would be tough to sell Malata in Australia market,However, Apple are losing its market share to other competitors (from nearly 90% in 2010 to 75%in first half 2011), it means customers now pay more attention to other brands, not just Apple.They are also more price sensitive than before. That is a good sign for Malata to enter Australiamarket. 14
  15. 15. CUSTOMER.ANALYSISMain customers for PC tablets are described as follows: Source: Frost & Sullivan 2011 15
  16. 16. CUSTOMER.ANALYSISConsumer market: They are individual from all age. They may bestudents who need convenient and small devices to bring toeverywhere. Or they may be housewives who want to dohousework, take care of children and entertain themselves at thesame time. For this customers, entertainment functions such asinternet, music, movies and games are more important to them.This market has a lot of competitors but they seem to providesimilar offerings. Professional: They are professionals from all area of life. They may be a real estate agents who need a light and small tablet which is strong enough to store all the necessary pictures and information about properties to show to clients. They may also be designers and architectures who have to travel interstates to meet up with clients. For this market, professional functions such as graphic, storage and memory are more important to them.Enterprises: Telsyte estimates that around 20,000 Australianbusinesses have purchased at least one media tablet for theirorganisation so far. This is a young and new market that is ignoredby many big competitors. This market requires products withcapable of video conferencing, viewing documents (readerfunctionality), and on-the-go computing. 16
  17. 17. CHANNEL.ANALYSISElectronic Stores Retailer market share 11.0%What are they? Harvey Normans, JB Hi-Fi,Woolworth (Dick Smith Electronics), Good Woolworths LimitedGuys, Best Buy, etc. 15.0% JB Hi-Fi LimitedAdvantages. They are brick and mortal stores. 55.3% Harvey NormanThey let customers feel real products. Holdings LtdSalesperson can communicate directly with 18.7% Otherscustomers. Customers will make purchasedecision more easily. Sources: IBIS World 2011Disadvantages. They are not exclusive andunique. Our new product will be directlycompared to and compete with otherproducts. This channel is also in fiercecompetition with online store.This traditional channel is still popular untilnow since people still want to have more realexperience with the product before buying it. 17
  18. 18. CHANNEL.ANALYSISBrand StoresWhat are they? They are stores of specifictablet brandsAdvantages. They have all types of productmodels and series of one brand. Salespeoplehave better knowledge about the products.Disadvantages. This is a very costly channelthat is only used for famous and luxurybrands.This channel is only good for big and famouscompanies to build long-term brand images.For selling, this channel will cost a lot ofmoney for rental, decorative and humanresources. 18
  19. 19. CHANNEL.ANALYSISOnline StoreMain competitors. Woolworths,, Dealsdirect,,,,,au, and This channel is really cheap andeasy to operate. It provides spaces to provide asmuch information about the product as youwant.Disadvantages. Customers can not feel andexperience the product before making purchasedecision. This channel also requires shippingfees.This channel is good for new products in themarket, especially for companies that havelimited capital and resources. The problem ishow to promote the websites effectively. 19
  20. 20. CHANNEL.ANALYSIS CataloguesWhat are they? They are printedcatalogues sent to each householdwith order forms.Advantages. Cheap and convenient.New products catalogues can reach anumerous of target customers.Disadvantages. It may cost a lotmoney for printing and delivery of thecatalogues.This is good to reach a large number of target population and leverage the brand. But it may becostly and hard to control if the catalogues come to the right audiences. 20
  21. 21. CHANNEL.ANALYSIS TV Home ShoppingWhat are they? They are TV Programintroducing a specific product inwhich customers can make orders bycalling to a telephone number on theTV screen.Advantages. This channel can causecompulsive buying and highlight justthe good points about the products.Disadvantages. It may cost a lotmoney for buying broadcasting time. 21
  23. 23. TARGET.CUSTOMERSIn case of Malata A1001, we should focus on Consumers market as the products do not haverequired functions for Professional and Enterprise marketTarget customers should be as follows:Young Adults: Aged from 25 to 35. They need a tablets fortheir convenient life: when waiting or being on buses andtrains, at lunch time or when waiting for friends at cafes...Housewives with children: With PC tablets, they can goonline when cooking, shopping and cleaning. That helpshousework less boring. Besides, they can use the tablet toteach their children about the world and play game withtheir children at anywhere and anytime they want .Students: PC tablets will make their studying much moreeasy. They can store their lectures in the tablets and read iteverywhere at any time they want. They can also getconnected with their friends and their lecturers whenneeded. With tablet PC, long distance studying will be muchmore easy.Those customers are all quite price sensitive. Therefore, low price may be a competitiveadvantage of Malata as its functions is quite similar to other PC tablets 23
  24. 24. SELLING.METHODSExpert ReviewsBefore making the product available in the market through selected distribution channel, thereshould be some marketing activities. One of them is sending the product to experts to review.CNET is a common way to get the productreviewed. CNET editors will give theircomments about pros and cons of theproduct. This will help it similar tocustomers.Blogs is another way to get the productsreviewed. We will need to send our productto the owners of the blogs, who are hightech experts, for getting their commentsabout the products. Customers always referthose blogs before they make their owndecisions.Having an article in “Digital Life” columns of newspapers such as The Age or is alsoa good way to promote the products. 24
  25. 25. SELLING.METHODSElectronic StoresThis traditional channel is to make the products available to all kinds of customers includingcompulsory ones who do not intend to buy the product at the beginning. It is the most popular andeasy-to-find channel for the product.For this channel, we focus on big and famousstores in Australia due to limited capital andquantity of products. Chosen store should beHarvey Normans, Dick Smiths, Good Guys, JB Hi Fiand Best Buy. The stores are famous and many oftarget customers may come there to look for theirideal tablets.Sample products will be placed in those store ateye-catching places for demo using. Each productwill be sold with a free case.Retail price at electronic stores would be $700.The stores will get 5% of selling price for eachproduct sold. Free tablet cases will be provided byour company. 25
  26. 26. SELLING.METHODSProduct websiteBuilding a website for the product is what we will do. This website will be called and customers can make their order and payment directly from the websites This website will include all information about product functions and manual. There will also be comments and judgments of customers and experts about the product as well as a forum so that potential customers can get their questions about the product answered by our experts. Selling price in the website would be lower than in electronic store as it would be cost less than electronic store. It would be $680 for a tablet. Free cases are also provided and we offer free delivery for customers who are living within 10 kms from Melbourne and Sydney.To promote our website, we use Google Search Engine and Google Ads for key words “tablets”, “PCtablets” and “Matala”. We also let the URL appear on other tablet forums by participate on them.Other review websites we use such as CNET will also help to spread our websites URL to ourpotential customers 26
  27. 27. SELLING.METHODSOnline StoresBesides our own websites, we willalso use other commercial websitessuch as eBay and Amazon. Thischannel will help bring the product tomuch more customers who enjoyshopping onlineWith those websites, we do not needto do any marketing activities as theyare well known enough. Selling pricefor this channel may be $670 and thewebsite will get $15 for each productsold. With eBay which appliesauction method, starting price will be$670, we will get $670 of the finalprice and they will take the rest. 27
  28. 28. SELLING.METHODSUniversity ChannelIn the next 5 years, textbooks will replace traditional print versions in the next five years. This trendbodes well for Pearson - an international producer of educational materials, started to produce e-textbooks and online course supplements. Students will need to have PC tablets to store theirstudying materials as well as other educational apps.We will need to promote our Malata A1001in university websites so that every studentscan see it. We will corporate with studentUnion to sell our product in university. Wewill put out product samples in universitylibrary and some main classroom, so thatstudents can have chance to test theproducts. We also offer special price foruniversity students who are very pricesensitive.Selling price for this channel may be $670and we will send the universities freeproducts to equip their classrooms . 28
  29. 29. SELLING.METHODSCafesBesides students, young adults are also our target customers. Their most popular places are coffeeshops. Coffee shops are where they spend their time after work for dating, meeting friends andrelaxing.We will corporate with popular coffeefranchises in Melbourne to sell our product(Starbucks, Gloria Jeans, etc…). We will putout product samples in those cafes so thatcustomers can have chance to test theproducts. We will put our brochure their sothat customers can make order directly withus or they can make order from the coffeeshops.Selling price for this channel may be $695and we will send the universities freeproducts to equip their classrooms . 29
  30. 30. RESOURCES.REQUIREMENTSFinancial ResourcesFinancial resources will be needed forthe followings:Import Malata tablets from ChinaWarehouseLabor costOperating costChannel costBrochure and Product manual in EnglishNeeded marketing activities (productreview and websites) 30
  31. 31. RESOURCES.REQUIREMENTSHuman ResourcesJob Titles Description and RequirementSales Director General management. Strategy and Planning Preparation. Problem Solving. Have experience and knowledge about tablet market in Australia. Well presented and have good relationship with distribution channelsAccount Managers (2 persons) incharge of: Direct contact points between channels and the company. Have experience•Person 1: Mortal and brick and knowledge about the market and the channel they are in charge of. Havechannels (Stores, Universities and good relationship with the channels and good negotiation skills. Have goodCafé shops) knowledge about the product.•Person 2: E-commerce.Sales Administration (1 persons) In charge of paperwork and sales contract. Assist Account Managers in daily administration tasks. Good eyes for details, excellent in verbal and writing communication. Good at computer.Chief Accountant (1 person, part Manage capital, revenue, and cash flow of the company. Prepare tax reporttime) and return. Trustworthy and honest. Good eyes for details 31
  32. 32. CRITICAL.SUCCESS.FACTORS Product Differentiation Good relationship with channelsAs the product’s functions are similar to other Distribution Channels play an important roles to thetablets in the market. The only way we can do to success of the product. Distribution channels are facesdifferentiate the product is make its price the of our countries. Having good relationship withlowest aiming to price sensitive customers such as channels, we could have many advantages in displayinghousewives, students and young adults who do and selling our products. We also can get valuablenot have much money for such a product. information about customers from the channels. Special channel like universities require special relationshipWe also should find exclusive and unique between the Account Manager and universities’distribution channels such as universities and Managers.cafes where our target customers often visit tobetter compete with other products. Superior after-sales services This is another way to differentiate our product Good Sales Forecast with others. Superior after-sales services can be provided by paying more attention to customers’ question and complaints. Through our forum onHaving good sales forecast will help us to control our website, we will answer all the questionsour stocks in warehouse and for distribution customers may have and resolve all issues relatedchannels. If we import too many products, we will to our product.have to pay a lot for storage, but if we import toolittle, we will lose our chance to sell our productsfor channels. 32
  33. 33. COST&PROFITSales Estimation & Explanation•As mentioned above, about 1.2 million units of tablets would be soldin Australia by the end of 2011. In which, Apple and Android will takeabout 80% of market share. Blackberry and others only get 5% ofmarket share (about 60,000 units). In our estimation, the maximumunits of Malata tablet that could be sold in year 1 will be about 1000units. Due to limitation of capital, we decide to import 700 units forthe first year.•In Year 0, we have $300,000 of capital, we do not need to pay any labour and operating expenses except forMarketing. We will spend $280,000 dollars to buy stocks from China, $3,500 tablet cases for promotion andabout $16,500 for marketing activities such as product reviews, creating and running product websites,preparing the product manual in English, and promoting our website on other well known websites inAustralia.•In the end of Year 1, we have to pay employee salary, commissions, channel cost and buy stocks for year 2.Marketing expenses will be decreased as customers are familiar with the products. The number of productsneeded for year 2 is increased in comparison with Year 1.•In the end of Year 2, we have the same expenses as year 1, marketing expenses keeps going down. Thenumber of products needed for year 3 is increased in comparison with Year 2.•Sales of the products should be ended in the end of year 3 as there would be new products that have superiorfunctions. In Year 3, we do not need to buy anymore products. And the whole amount of Sales in year 3 iscompensation for loss in year 1 and year 2. 33
  34. 34. COST&PROFITTotal Cost Total Cost Item Year 0 Year 1 Year 2 Year 3 Salaries & wages 0 $125,000 $125,000 $125,000 Product Cost $280,000 $320,000 $400,000 0 Marketing Expenses $16,500 $10,000 $5,000 $5,000 Free tablet cases $3,500 $4,000 $4,500 0 Channel Cost (5% of gross sales) $0 $24,325 $27,800 $34,750 Sales commission (3% of gross sales) $0 $14,595 $16,680 $20,850 Total expenses $300,000 $497,920 $578,980 $185,600 Labour costs Product Cost Staff Year 1 Year 2 Year 3 Sales Director $50,000 $50,000 $50,000 Wholesales Year 0 Year 1 Sales Administration $25,000 $25,000 $25,000 price: $400 Year 2 Chief Accountant (part- Quantity time) $15,000 $15,000 $15,000 700 800 1,000 Imported (unit) Account Manager (Electronic Stores and Total Cost ($) $280,000 $320,000 $400,000 University) $20,000 $20,000 $20,000 Account Manager (E- commerce and cafe) $15,000 $15,000 $15,000 Total ($) $125,000 $125,000 $125,000 34
  35. 35. COST&PROFITGross Profit Before TaxGross Profit Before Tax Year 0 Year 1 Year 2 Year 3Total Expenses ($) 300,000 $497,920 $578,980 $185,600Gross Sales ($) 0 $486,500 $556,000 $695,000Gross Profit before tax -300,000 -$11,420 -$22,980 $509,400Selling price: $695 Year 1 Year 2 Year 3Unit sold (unit) 700 800 1,000Gross Sales ($) $486,500 $556,000 $695,000Discount rate 15% IRR 0.16NPV $7,632 Payback period 3 year 35
  37. 37. MONITORING&CONTROLMilestones Checkpoints DurationIndustry and Market Analysis •Industry Overview 1 monthcompleted •Industry Performance in the past 5 years •Competitor Analysis •Target customer Analysis •Critical Success FactorsBusiness Plan finished •Feasibility Study 1 month •Sales Strategy in 3 years •Cost and Budget estimation •Profit estimation •Contingency PlanPurchase contract done •Draft Contract completed 2 months •Contract Review done •Official Contract donePurchase Ordered made •Decision on quantity made 1 month •Official purchase order sentProducts available on channels •Product Imported 3 months •Product stored at warehouse •Product on channelsSales Report for each year •Revenue and Profit Report 1 week at the end offinished •Forecast for the following year each year. 37
  38. 38. RISK.MANAGEMENTRisk event Likelihood Mitigating Contingency PlansIncrease of High Signing Purchase Contract N/Awholesales price due with wholesales price beingto the downtrend of kept unchanged in aAUD specific period of timeInvention of new High Reduce selling time of the •Reduce selling priceproducts with product (maybe in 1 or 1.5 •Offer new payment method such as hire-superior functions years) purchase method.Wrong sales forecast High Carefully analyzed the •If demand is under expectation, reduce selling market by studying market price to minimum and find new channels to performance in the past 5 push the product out. years. •If demand is over expectation, make quick order with higher price to get the product in stock as soon as possible.There’s other Medium Make a clear and strict N/Acompany selling the purchase contract at thesame product with beginninglower price 38
  39. 39. CONCLUSIONSSelling Malata product is profitable but not much (NPV $7,632) due to the followingreasons: Limited capital (about $300,000) Limited market share (nearly 1%) Wholesales price is too high ($400). That leads to high retailing price ($700) and low profit margin. Limited product competitive advantages. That causes a lot of expenses for promotion (free cases), advertising (online and review), channels (brick and mortar stores, online stores, universities and cafes) and customer services. Limitation in product functions lead to the narrowness in target customers (consumer market only). 39
  40. 40. REFERENCES1. Malata Unveils Windows 7 Slate A1001 And All-In-One PC On Computex, Gadget & Geek World, viewed 26 Sep 2011, < computex//>.2. Australian Media Tablet Market to Grow 85% in 2011, OSP Central, viewed 26 Sep 2011, < 85-2011>.3. Tablet PC Market Overview, Frost & Sullivan, viewed 26 Sep 2011, <>.4. Computer and Software Retailing in Australia, IBIS World, viewed 26 Sep 2011, <>.5. Australian media tablet sales accelerate in first half 2011, Telsyte, viewed 26 Sep 2011, <>.6. Australian Media Tablet Market, Rust Report, viewed 26 Sep 2011, <>.7. IDC: Australian Media Tablet Market to Grow 85% in 2011, IDC, viewed 26 Sep 2011, <>. 40