Apple Dominates The European Tablet Market, But There's Room For Competition
Lower Prices And More Content Will Broaden Tablets' Appeal Among EU Consumers
August 9, 2011
Why Read This Report
Despite Apple's dominance in tablets, product strategists from Acer, Archos, Asus, HP, Motorola, Research In Motion, Samsung, and Toshiba have all launched would-be iPad competitors in Europe. These global OEMs compete with operators and niche players for tablet shoppers' attention. But even with all this competition, prices for iPad competitors remain too high, and no player has assembled an ecosystem of content and applications that rival Apple's. Unless prices fall rapidly, the European tablet market is vulnerable to disruption from Chinese and Taiwanese original design manufacturers (ODMs) hoping to move up in the consumer value chain. As such, tablet product strategists at hardware manufacturers should bring down prices and aggressively pursue content and business applications for their devices. Product strategists at content providers should prioritize browser optimization first, native app development for iPad second, and should consider alternative platforms as a distant third priority.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Tablet Product Strategists Are Investing In European Markets
- High Prices Stymie Growth Among iPad Challengers
- Tablet Product Strategists Must Fight To Gain Share In Europe
- Supplemental Material
- Related Research Documents
Amazon Will Be Apple's Top Competitor In Tablets
August 29, 2011 | Sarah Rotman Epps
Case Study: Intuit Adapts Its Product Portfolio To Exploit Tablets
June 29, 2011 | Sarah Rotman Epps
Executive Q&A: iPads And Tablets
January 13, 2011 | Sarah Rotman Epps