BREAKING NEWS & VIEWS
Android Tablet Shipments To Overtake iPad by 2015
Thursday, March 15, 2012
Apple shipped 15.4 million iPads in Q4, but Amazon started making a dent in the market with 4.7 million Kindle Fires. Amazon had 16.8% of the worldwide market by year’s end, and Apple’s share had diminished to 54.7%. IDC research director of Mobile Connected Devices tom Mainelli says that Amazon’s entry into the market raised overall awareness of the category and grew the market for most of the major vendors. Barnes & Noble saw its unit number rise, but its overall share drop to 3.5%.
Overall, Android-based tablets are ascendant. Mainelli says that lower price points from a range of manufacturers worldwide will help drive penetration of the Google operating system in coming years. By 2015, Apple is likely to lose its majority position. This is much the same strategy Google deployed with its original Android operating system for the smartphone, where it achieved market dominance in just a few years.
But just as we have seen in the smartphone arena, Google achieves superior numbers on mobile devices but still struggles to make its content ecosystem as robust and lucrative for publishers as Apple’s. Most research shows that app developers on iOS see revenue that is multiple higher than they see on android. In the tablet format Android has been especially weak until Amazon’s entry. Few developers have been writing apps specifically for the larger screen format. While the Kindle Fire has helped drive more dedicated Android tablet development, publishers face a more fragmented market here. There are multiple screen sizes and even different versions of the OS from Google, Amazon and Barnes & Noble.
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