Android tablets bite 20% from iPad's share

The success of the iPad cannot be more emphasized by the press time it enjoys. However, Android tablets have been silently edging to successfully take a 20 percent chunk from iPad's market share over the past year. ABI Research's study titled "Media Tablets" likewise stated that global annual media tablet shipments are forecast to cross 120 million units by 2015.

"Many vendors have introduced media tablets, but none are separating themselves from the pack to pose a serious threat to Apple. In fact, most have introduced products at prices higher than similarly-configured iPads. Apple, never a company to be waiting for others, has introduced its second-generation iPad media tablet while keeping product pricing unchanged," said Jeff Orr, ABI Research mobile devices group director.

Fragmentation within OS is hindering growth of this device category. Application developers must choose an initial software platform and may delay starting development if the market potential is not significant. Google's Android OS has no less than three different software builds deployed across media tablets at the same time. The benefits of open software platform development have yet to be realized for media tablets.

"De-featured, low-cost media tablets are being introduced by more than fifty vendors in 2011," Orr continued. "This will certainly help bolster YoY growth for the category, but it also creates a negative perception in the minds of the mass consumer audience about the readiness of media tablets to be fully functional within the next several years. Good user experiences and product response are needed to propel this market beyond the early adopter stage."