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Phablets, consumer needs to impact tablet sales

Posted: 18 Mar 2015 ?? ?Print Version ?Bookmark and Share

Keywords:Apple? Samsung? Lenovo? phablet? tablet sales?

Tablet vendors may be in for a rough ride between 2015 and 2019, Juniper Research noted in its research, "Tablets, Phablets & Hybrids: Ecosystem Evolution, Vendor Landscape & Forecasts 2014-2019." This is due to vendors developing low-cost models and offering new form factors that appeal to a wide consumer base.

Chief among these is Lenovo, which Juniper expects to ship an additional 30 million units per annum by 2019, fuelled by sales of its Yoga range worldwide, as well as a varied line-up of devices in its home market. The Chinese vendor announced several new models at MWC 2015 across both Android and Windows platforms.

The research notes that although tablet sales will be impacted by the rise of phablets, the variety and capability of tablets will expand, catering for the needs of specific target markets. However, vendors will have to adjust their expectations and potentially develop a range of devices to suit multiple segments with slightly different needs rather than launching catch-all devices.

With this increased variation, Juniper Research expects the appeal of tablets to broaden to include a range of new market segments. "We are seeing tablets deployed in a variety of different contexts, from education to POS," said author James Moar. "However, these uses do not have the phone-like replacement rates vendors initially expected, which has affected sales volume," he added.

The study also noted that Android will remain the dominant platform for tablets, although Windows-based devices are expected to represent just under 10 per cent of the market by 2019. Hybrid devices will find a place in office-based environments, while tablets will struggle here due to peripheral compatibility requirements.

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