Even as the consumer tablet market is contracting, there is
still growth in the business tablet market with devices like
the Surface Pro 3 and two-in-one hybrid slates.
IDC reported that the tablet market is in decline for the
second consecutive quarter in the first quarter of this year.
This isn't surprising given that Apple had announced
slumping iPad sales in its most recent earnings call, with
CEO Tim Cook admitting that the company's tablet sales
have been cannibalized by the introduction of larger iPhones
- like the iPhone 6 Plus - and by the MacBook .
The study noted a 5.9% year-over-year decline in the tablet
market, with 47.1 million units shipped during the quarter.
Apple is still the tablet leader with 26.8% of the market as it
shipped 12.6 million iPads.
Growth of more powerful tablets
Despite declines in the consumer space, more productive
two-in-one tablets are seeing an increase in adoption.
"Although the tablet market is in decline, 2-in-1's are
certainly a bright spot," said Jitesh Ubrani, senior research
analyst, Worldwide Quarterly Tablet Tracker. "While 2-in-1,
or detachables, still account for a small portion of the overall
market, growth in this space has been stunning as vendors
like Asus, Acer, and E-FUN have been able to offer products
at a fantastic value; and vendors like Microsoft have been
able to drive growth at the high end with devices like the
Surface Pro 3."
These devices, as Microsoft's marketing for its Surface line
plays up, compete not only against consumer-grade tablets,
but are also powerful enough to replace Ultrabooks and
notebook computers. With a keyboard dock, two-in-ones are
great for content consumption and creation.
Examples of two-in-one hybrids include the Dell Venue Pro
11 , Acer Aspire R13 , Lenovo Yoga 3 Pro and Asus
Transformer Book Chi T100 .
Hybrid convertibles, as they're sometimes referred to, allow
consumers to save on costs as they only need to buy one
device instead of two. Executives benefit in that they only
need to carry one device when traveling, saving on weight
and management of data.
Additionally, there is also growth in cellular-enabled tablets.
With a 4G or 3G radio on-board, tablet owners can access
data and information from anywhere, even outside the reach
of a Wi-Fi network.
Is Windows leading the tablet charge?
With the growth of two-in-one devices in the market,
Windows may also be a contributing factor. Although there
are a number of two-in-one Android tablets on the market
today, the IDC report mentions the Surface Pro 3 and the
Asus Transformer Book Chi line, both powered by Windows.
For enterprise users, Windows tablet offer more flexibility,
security and performance than an iPad. Support for TPM
cards and access to legacy Win32 programs may make
these tablets more attractive to business users.
Additionally, with the upcoming release of Windows 10 ,
Microsoft is making the Windows experience better between
different screens and form factors with Continuum.
Continuum allows the OS to optimize the user experience for
touch input in tablet mode, but if it senses that the tablet is
docked into a keyboard, it can switch to a desktop mode for
optimized keyboard and mouse control.
Windows hybrids give users the flexibility of having a tablet
or the productivity of a notebook depending on how users
use the device. Despite falling sales in the general tablet
industry, Microsoft reported a 44% revenue increase in its
Surface business.
By the numbers
After Apple, Samsung hold its second place position with
19.1% of the market after a 16.5% year-over-year decline.
Lenovo's 5.3% of the market secures it a third place finish,
while Asus and LG round out the top five with 3.8% and
3.1%, respectively.
Tablet lifecycle
One factor that wasn't mentioned in the IDC report is the
tablet lifecycle. Unlike smartphones, tablet owners may hold
on to their devices longer and may not follow the annual or
bi-annual upgrade cycles.
As the consumer tablet market gets more saturated, sales
may be more dependent on upgrades. Additionally, as in
Apple's case, the growth of phablets, or smartphones with
larger screen sizes, may mitigate the need to have a tablet
as users may not have to compromise on productivity or
usability with a slightly smaller display compared to smaller
tablets, like the iPad mini 3.
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