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Tablets: What’s the Use (Case)

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May 2014 Presented by: Avi Greengart Research Director, Consumer Platforms & Devices Tablets: What’s the Use (Case)


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A Short History of Tablets: PC Adjuncts


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A Short History of Tablets: PC Adjuncts


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A Short History of Tablets: PC Adjuncts


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A Short History of Tablets: PC with Stylus


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A Short History of Tablets: PC with Stylus Wrong User Interface Wrong App Experience Bad Hardware


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A Short History of Tablets: Custom Enterprise Solutions


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A Short History of Tablets: Custom Enterprise Solutions Custom Hardware Custom Software


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A Short History of Tablets: Apple Cracked the Code


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A Short History of Tablets: Apple Cracked the Code


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What Apple Got Right


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Competitive Stampede


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Market Growth – Unique Tablet SKU Count (U.S.) 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


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Market Growth – Unique Tablet SKU Count (U.S.) 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


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iPad Competitors: BlackBerry and HP


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iPad Competitors: BlackBerry and HP


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iPad Competitors: Google & Co.


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iPad Competitors: Google & Co.


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iPad Competitors: Google & Co. OK


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Android Differentiators


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iPad Competitors: Microsoft & Co.


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iPad Competitors: Microsoft & Co.


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iPad Competitors: Microsoft & Co. OK


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Windows 8.1 Differentiators


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Apple’s Enduring Advantage 500,000


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Apple’s Enduring Advantage …and yet –


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Tablet Trends: iPad Sales Growth Stalled Source: Apple financial statements


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Tablet Trends: Why Have iPad Sales Stalled?


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Tablet Trends: Why Have iPad Sales Stalled?


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Evaluating Use Cases: A Third Thing


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Evaluating Use Cases: Location


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Connected Tablets Driving Carrier Subscriber Growth


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Connected Tablets Driving Carrier Subscriber Growth now subsidizing cellular price delta and offering free data


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Connected Tablets Driving Carrier Subscriber Growth ONLY now subsidizing cellular price delta and offering free data


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Western Markets: Premium Tablet Squeeze


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Western Markets: Premium Tablet Squeeze


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Evaluating Use Cases: Asia Cheap!


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Enterprise Adoption


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Enterprise Adoption simple deliberately complex


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Enterprise Adoption Office software maturing On iOS. With an external keyboard. For those who prefer mobility over large displays.


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Enterprise Adoption Security maturing Mobile device management maturing, too


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Enterprise Adoption New mobile use cases require process changes and software change and sometimes hardware accessories …which takes time


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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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