Redactie - 11 april 2011

Apple iOS to Dominate the Media Tablet Market Through 2015, Owning More Than Half of It for the Next Three Years


Despite mounting competition from other operating systems (OSs), Apple’s iOS will continue to own the majority of the worldwide media tablet through 2015, according to Gartner, Inc. Due to the success of Apple’s iPad, iOS will account for 69 per cent of media tablet OSs in 2011, and represent 47 per cent of the media tablet market in 2015.
 
Gartner analysts said Apple iPad did to the tablet PC market what the iPhone did to the smartphone market: re-invented it. A media tablet is not just a different form factor to perform the same tasks that can be done on a PC. Tablets deliver a richer experience around content consumption, thanks to the ecosystem they support. The richer the ecosystem, the stronger the pull for consumers.
 
“Seeing the response from both consumers and businesses to the iPad, many vendors are trying to compete by first delivering on hardware and then trying to leverage the platform ecosystem,” said Carolina Milanesi, research vice president at Gartner. “Many, however, are making the same mistake that was made in the first response wave to the iPhone, as they are prioritising hardware features over applications, services and overall user experience. Tablets will be much more dependent on the latter than smartphones have been, and the sooner vendors realise that the better chance they have to compete head-to-head with Apple.”
 
Google’s Android OS is forecast to increase its worldwide share of the media tablet market from 20 per cent in 2011 to 39 per cent in 2015 (see Table 1 below as download). Analysts said Google’s decision not to open up the Honeycomb, its first OS version dedicated to tablets, to third parties will prevent fragmentation, but it will also slow the price decline and ultimately cap market share.
 
“Volume will be driven by support from many players, the ecosystem of applications for tablets getting more competitive and some platform flexibility allowing lower price points,” said Roberta Cozza, principal analyst at Gartner. “The new licensing model Google has introduced with Honeycomb enables Google to drive more control, allowing only optimal tablet implementations that don’t compromise quality of experience. This might mean that prices will drop at a slower pace than what we have seen in the smartphone market.”
 

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