Making Marketing Sense of the
Principal Analyst, eMarketer
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2011: Year of
Want an iPad?
Get in line.
Image courtesy of
The New Yorker
the tablet market…for now
US will account for the
Source: eMarketer, Dec 2010
Apple’s iOS will
platform in 2011,
pull ahead in 2012
an additional front
Tablets have become
for many activities
Opportunity for tablets
in the enterprise
Source: ChangeWave Research, Dec 2011
key trend affecting
on a range of smart devices
Tablet owners are
more receptive to
…and open to a
range of advertising formats
Richer ads bring
high engagement rates
Mobile platform competition remains fierce.
The US mobile market is shaping up to
be a two
horse race between Apple and Android. Tablets will extend this competition
into a new market segment, with BlackBerry, HP and Microsoft as wildcards.
Apple has the upper hand…for the moment.
Its chief advantage lies in the strength of
its overall offering (brand appeal/breadth of content/iTunes interface/retail
presence). But Android is maturing quickly and has strength in numbers.
Leverage the form factor.
Smartphones and tablets may run the same OS, but they
serve different purposes. Focusing on the distinctions between platforms and form
factors will lead to payoffs in user experience.