Marketing Forecast - Apple predicted to dominate tablet sales to 2015

 

Apple will dominate the exploding tablet market up to 2015, when it will still have nearly half of a market that will be four times bigger than this year, according to new research.

Analysts at Gartner predict global sales of tablet computers will explode, rising from close to 70 million units in 2011, to 108 million in 2012, and then to 294 million units in 2015.
Apple's market share will be whittled down from 84% of tablet sales in 2010 to 47% in 2015, primarily by competition from manufacturers using the Android operating system.
Android market share will rise from 14% in 2010, to 38.6% in 2015, according to Gartner.

Roberta Cozza, principal analyst at Gartner, said Android was taking a more hands-on approach to tablets, and restricting the software's use so only high- performance tablets are produced.

This means however, that prices for Android tablets will not be as low compared to Apple equivalents, as in the smartphone market.
The only other significant performer is BlackBerry, which will grow its market share from 4% on launch later this year, up to 10% by 2015.
Gartner predicts Nokia will be the big loser. Nokia's MeeGo platform is in limbo following the 'Mokia' deal last month between Nokia and Microsoft, to form a strategic alliance for smartphones. This deal has not extended to tablets, and the future of the operating system, developed with Intel, remains in the balance.

Sales of MeeGo products will start from a low base – just 0.6% of the market last year. This will creep up to 1.2% by 2012, before falling back again to 1% of the market by 2015.

Palm's WebOS system will make an immediate impact, says Gartner, rising to 4% of the market by 2011, but then falling back to 3% by 2015.
Carolina Milanesi, research vice-president at Gartner, said competitors to the iPad were "making the same mistake that was made in the first response wave to the iPhone, as they are prioritizing 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 realize that the better chance they have to compete head-to-head with Apple."

This article was first published on marketingmagazine.co.uk