Early Success of Windows-Based Tablets has Everything to do with Price

Oyster Bay, New York - 21 Aug 2012

​Media tablets powered by new Microsoft operating systems Windows 8 and Windows RT will have an impact on the overall market; just not this year, according to market intelligence firm ABI Research.  Windows-based tablets will commence shipments at the end of October and capture an estimated 1.5% of total tablet shipments for 2012.  Pricing for Windows tablets will be a key consideration for end-user adoption.  If priced aggressively towards current Android tablets, Windows tablets could see 2013 shipments increase 10-fold year-over-year; however if priced like Apple’s iPad offerings, Windows tablets may only double or triple shipments in 2013.  Growth in the total available market is expected to come from businesses adopting tablets, which is expected to be a strong area for Windows 8.

Mobile computing, led by media tablets such as Apple’s iPad, is so far a two-horse race of devices powered by Apple’s iOS and Google’s Android. “While the main marketing focus has been on Windows 8, Microsoft’s magic bullet lies in Windows RT,” says mobile devices senior practice director Jeff Orr. Windows RT accelerates an existing ecosystem of vendors experienced with ARM-based development and leveraging the architecture strengths. “Windows RT represents Microsoft’s first OS volley addressing future generations of computing devices while leaving much of the legacy Windows baggage behind,” adds Orr.

One area that Windows 8 might be embraced with open arms is in the enterprise.  “Neither of the leading tablet OS platforms has squarely addressed the needs of IT organizations and business users,” notes enterprise mobility practice director Dan Shey.  “Flawless execution by Microsoft on its Windows 8 Pro enterprise strategy for tablets could catapult it into a mobile computing leadership position.”

ABI Research's new “The Impact of Windows 8 on Media Tablets” report provides further details on the importance of multiple Windows OS platforms for mobile computing, the effect Windows 8 will have on incumbent tablet OS share trajectories, and how organizations are likely to approach the tablet device segment with Microsoft as an OS and device vendor. It forms part of ABI Research’s Media Tablets Research Service, which comprehensively analyzes the technology segments affecting growth in the global mobile devices marketplace and includes Research Reports, Market Data, Insights, and Competitive Assessments.

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 www.abiresearch.com, or call +1.516.624.2500.


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