ASUS, Lenovo, and Amazon Fight for Tablet Third Place as Apple and Samsung Loosen Grip

Oyster Bay, New York - 01 Oct 2014

​Apple and Samsung have led the market substantially since the inception of media tablets. However, the race for third is up for grabs and competition is heating up between Lenovo, Amazon, ASUS, and other emerging vendors. The aggressive nature of the market and substantial increase in emerging vendors has created a stall for leaders in the market giving PC OEMs the opportunity to close the gap between leaders and followers. According to market intelligence firm ABI Research, emerging vendors are forecasted to experience a CAGR of 22.8% between 2014 and 2019. With third place up for grabs, Lenovo is working to gain ground in the market, and in 2019 is expected to ship 21 million tablets, attaining 7.3% of the overall market. This forecasted momentum and growth would land it solidly in third place.

During 2013, the tablet market exploded with new devices overwhelming consumers. Leading tablet vendors quickly dominated the market, but are now feeling the squeeze and quickly losing market share control. Between 1Q 2014 and 2Q 2014, Samsung experienced a 35% decline, and Apple a 19% decline in growth. In 1Q 2014, Samsung and Apple made up 72% of the overall tablet market, but in 2Q 2014, their combined market share dropped to 66% and Samsung alone lost 8.8% of the market. “The questionable need and longer lifecycle of tablets is creating a stall in advanced and mature markets,” says research analyst Stephanie Van Vactor. “This stall is giving other vendors the opportunity to close the prominent gap and claim third place. The dent emerging vendors are creating in the market is impressive, but continuing that success is going to be the real challenge.”

Emerging PC OEMs and fast followers from China and Taiwan are entering a mature market with intense price competition and established vendors offering expansive services and applications. Driving success requires a planned implementation strategy that offers end-users a full solution package. To be successful in this market, “mobile and smart devices need to engage, offer services, solutions, and an entire experience to its users,” continues Van Vactor. “Vendors need to focus on creating brand loyalty, by targeting a specific niche and offering an entire solution packages to those end-users.”

The ASUS, Lenovo, and Amazon Fight for Tablet Third Place as Apple and Samsung Loosen Grip report is part of ABI Research’s Media Tablets, Ultrabooks and eReaders Market Research.

ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 70+ research and advisory services. Est. 1990. For more information visit, or call +1.516.624.2500.

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