“So far in this relatively young product category, the tablet PC market has been dominated by Apple and has tended to include a number of competing products that are similarly configured to the iPad,” said Richard Shim, NPD DisplaySearch Senior Analyst. “However, as the market matures and competitors become better attuned to consumer preferences and find opportunities to break new ground, we expect the landscape to change dramatically, giving consumers more choices, which will drive demand for more devices.”
The industry has already witnessed some diversification in the market with the early success of Amazon’s Kindle Fire, with its “razor/razor blade model” of low-priced device predicated on content purchases. NPD DisplaySearch also expects increased investments in the tablet supply chain—amidst a lull in the growth of other device categories—to lead to more opportunities for new technologies to challenge incumbents.
NPD DisplaySearch expects an increase in investments to boost shipment growth in mature markets as retailers, brands, and consumers experiment with emerging tablet opportunities.
A key area where there is room for differentiation is operating systems. NPD DisplaySearch expects three operating systems to establish significant share in the market: Apple iOS, Google Android, and Microsoft Windows RT. The iOS operating system has been dominant in tablet PCs, but it is expected to lose share, from 72.1% in 2012 to 50.9% in 2017, as Android increases from 22.5% 2012 to 40.5% over the same period. Meanwhile, share for Windows RT is also expected to grow, but from a very small base of 1.5% in 2012 to 7.5% in 2017.
In terms of component production, many display manufacturers are transitioning tablet panel production to larger plants, including Gen 6 and Gen 8, which will lead to greater capacity for tablet displays, as well as lower prices. In addition, the share of AMOLED displays in tablets is forecast to increase from 3% in 2012 to 30% by 2017.
NPD DisplaySearch’s Tablet Quarterly report tracks quarterly changes in tablet PC products and strategies, and forecasts the impact of those changes on the market. It covers the changing landscape of screen sizes, features that are expected to be included and excluded in future tablets, and operating systems.
For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, or firstname.lastname@example.org or contact your regional NPD DisplaySearch office in China, Japan, Korea or Taiwan.
Source: The NPD Group, Inc.
MacDailyNews Take: Unit share is fine, but whisk… er, profit share is better!
This forecast has been iCal’ed for future use.