In 2013,
the market of tablets seems to have clearly marked time, especially at the end
of the year. If the growth is always very present, it very clearly slowed down
with regard to the first years, prosperous, of this market. The analysts are
afraid of a stagnation of sales due to saturated markets. So, in 2014, the
manufacturers are going to face an important evolution of the market, in
particular through the transition towards emerging markets or still through the
appearance of new need bound to the professional and/or educational use of
tablets.
The experts are worring about the market of tablets
The experts
worry in particular about the possible saturation of the market. In countries
developed mainly, it seems that the equipment rates of homes are now very high,
that markets became perfectly mature and that the big marks, Apple first of
all, reached the maximum of their growths. Furthermore, the competition makes
more and more rough. For year 2014, the major stake will be to renew the demand
by turning to new markets. For that purpose, two levers are evoked: the
setting-up in emerging countries, in the low equipment rates, as well as the
development of tablets adapted to an educational or professional use.
Apple
dominates the world market of the tablet. With its IPad in 2010, the brand in
the apple knew how to stand out in pioneer and build itself a strong image as
well as a community of numerous and faithful buyers. If it stays at the head of
the market in 2013, she nevertheless underwent a light loss of ground on her
opponents and seems to know difficulties being renewed within the big countries
developed, already equipped in high-tech material. In spite of return in the
increase at the end of 2013 consecutive to the exit of the new IPAD Air and of
the mini IPAD retina in October, allowing him to go back over the symbolic
threshold of 30 % of market share under which the brand had come down for the
first time during the year, the mark sees returning some of its main
competitors. Samsung gained 6 points over the year and peaks in 20 % of market
share. Follow the brands Taiwanese and Chinese such as Asus (7.5 %), Lenovo (5
%) and Acer (2.5 %). Especially, Apple and its operating system iOs undergoes
now the domination of the system Androïd, present on all the main competitors
of Apple.
Chinese market is supporting the whole market
But the market
of tablets does not stop in these few big brands and numerous new incomers tempt
too, sometimes successfully, to give way on the market. For the first time
since the launch of the IPAD in 2010, more than a third of the market is held by
brands other than the club five (Apple, Samsung, Asus, Lenovo and Acer).
Indeed, certain investors perceived the opportunity that can represent the new
markets as well as the new needs in terms of use and adapted their offer to
these opportunities
According
to the cabinet Daxue Conseil, the Chinese market is the market knowing the strongest
growth in 2013 on the segment of tablets. Attributable in the continuous
increase of the living conditions and thus the purchasing power of the Chinese
consumers as much as to the taste pronounced by this population for the
high-tech material, this datum shows especially the importance taken by
emerging markets for the sales of tablets. On these markets in development, the
growth knows its most beautiful hours with about 145 % in 2013, while the
mature markets reached a ceiling at 30 %. And if, in China, the big markshave
already made a success of their setting-up, Apple possessing in particular 50 %
of the Chinese market, the other emerging countries offer the possibility of
being imperative in privileged partner
The brand
MySimax is a start-up marketing tablets and turned essentially to Africa. For
JX Paulin, his co-founder and director," emerging countries are the
markets of tomorrow. It is countries which long to live the same experiences of
consumption as the western countries and they would be absurd not to propose
them an adapted offer. «It represents well the stake that can represent these
emerging markets: the desire of an experience of new consumption and the wish
to be able to reach the best technology.
JX Paulin
adds: «nevertheless, it would be an error to go on these markets without an
effort of adaptation and understanding. They require knowledge on the local
environment and the profound respect which the big brands do not still show. It
is not a question of establishing on the market simply by investing on your
distribution and your communication. It is a question of settling in supplier
of solution and of giving an access road towards the technology. And it also
crosses by partnerships with local investors or communities, because we cannot
address only the private individuals. " –
See more
at: http://fr.locita.com/business-digital/le-marche-des-tablettes-doit-sadapter-aux-pays-emergents-125166/
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