Worldwide annual media tablet shipments are expected to top 120 million units in 2015, according to ABI Research. And while the Android army is encroaching on Apple’s well-defended iPad territory in the category, victory is far from certain.
ABI says that Android-based tablets collectively taken 20 percent market share away from the iPad in the last 12 months. That includes contenders like the Samsung Galaxy Tab 10.1 and Motorola Xoom, and lower-end models from the likes of Acer. But it is this multiplicity that is, ironically, making for some obstacles in the market for the Google OS: no single vendor using Android (or any other OS) has been able to mount a significant challenge against Apple’s iconic device.
“Many vendors have introduced media tablets, but none are separating themselves from the pack to pose a serious threat to Apple," said ABI Research mobile devices group director Jeff Orr.
One reason for that is the fact that OS fragmentation within Google’s Android operating system software is hindering growth. The Android OS has no less than three different software builds deployed across media tablets at the same time — including the latest, Honeycomb 3.1, which is optimized for tablets but lacks a critical mass of compatible apps.
“Application developers must choose an initial software platform and may delay starting development if the market potential is not significant," said Orr. “The benefits of open software platform development have yet to be realized for media tablets."
While not quite as strong as traditional PC or smartphone annual sales, media tablets are emerging from the shadow of non-handset mobile devices and rapidly coming into their own. However, a lack of cohesion in terms of features and pricing will be a perception challenge.
“De-featured, low-cost media tablets are being introduced by more than fifty vendors in 2011," Orr says. “This will certainly help bolster year-over-year growth for the category, but it also creates a negative perception in the minds of the mass consumer audience about the readiness of media tablets to be fully functional within the next several years. Good user experiences and product response are needed to propel this market beyond the ‘early adopter’ stage."
When it comes to the higher-end tablets, “most have introduced products at prices higher than similarly-configured iPads. Apple, never a company to be waiting for others, has introduced its second-generation iPad media tablet while keeping product pricing unchanged."
