Is the flexibility, and subsequently the perceived utility, of tablets lastly delivering on the promise? After years of sluggish uptake, tablets are discovering better adoption for a mixture of work and leisure consumption functions. The numbers recommend as a lot, with CyberMedia Analysis (CMR)’s newest Pill PC India Market Report Evaluation for Q3 2024 pegging a 46% yr on yr progress, which interprets right into a 79% progress over the earlier quarter. They imagine this improve in pill gross sales partly finds a basis in 5G, with customers getting extra connectivity choices—that stated, Wi-Fi solely tablets nonetheless nook 62% of the gross sales.
After years of sluggish uptake, tablets are discovering better adoption for a mixture of work and leisure consumption functions. (Consultant file picture)
“India’s value conscious consumers are prioritising better-specced tablets for work, learn and play. Apple and Samsung are clear winners from these strong tailwinds,” says Menka Kumari, Analyst – Business Intelligence Group (IIG) at CyberMedia Analysis. The most recent numbers give the result in Apple. Which as a 34% market share presently, and that stems from a 95% yr on yr progress. Samsung follows carefully. With a 25% market share, and a 70% yr on yr progress. Samsung has a broader pill portfolio than Apple, with essential performs within the inexpensive worth factors.
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For Apple, the tenth technology iPad (additionally known as the entry or base iPad; costs begin ₹34,900) launched a few years in the past, with a vibrant array of selections, nonetheless contributes to as a lot as 60% of the whole iPad gross sales in India. Earlier this summer season, Apple ushered within the M4 chip period, with updates for the iPad Professional vary, alongside a brand new iPad Air. The eleventh technology iPad, is anticipated within the coming months. Samsung’s Galaxy A9 Plus 5G, in keeping with CMR numbers, makes up for 52% of all Samsung’s pill gross sales. The corporate has lately added its largest ever pill to the portfolio, the 14.6-inch display sized Galaxy Tab S10 Extremely.
“Recent market entrants, including Xiaomi and OnePlus are gaining traction amongst value conscious. As brands align their strategies with consumer expectations, the future of the tablet market looks incredibly promising,” Kumari factors out. Xiaomi’s 146% progress in contrast with final yr, sees its market share bounce from 9% in Q3 2023 to fifteen% in Q3 2024. OnePlus too sees an annual progress of 97%, with the share now up from 4% to six%.
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Xiaomi’s progress has largely been pushed by gross sales of two latest additions, the inexpensive Redmi Pad (37%) and Redmi Pad SE (26%). For OnePlus too, the pricing has been essential, with the OnePlus Pad Go making high for 57% of all of their pill gross sales. HT has acquired the Redmi Pad Professional, and we had famous that “simply far better than its mid-range price may suggest”. With the OnePlus Pad Go, launched late final yr, HT had famous a degree of refinement within the expertise, which was uncommon for funds Android tablets on the time (that is priced upwards of ₹19,999 now).
Whereas analysing the pill market earlier, HT had identified that Lenovo’s uninspiring pill portfolio in India, and the shortage of significant launches, painting a somewhat disinterested strategy total. That’s the way it has translated into gross sales too, with Lenovo being the one participant to see a market share dip—its down from 20% presently final yr, to 12% now.
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CMR estimates this trajectory will proceed via the yr, with the pill market seeing as a lot as a 15% progress in 2024. This market progress, they are saying, will likely be pushed by strong shopper demand for premium in addition to value-for-money tablets. “Our market estimates point to a strong growth momentum for the rest of the year, with the India tablet market growing in healthy double digits,” says Kumari.
Alongside, there will likely be continued adoption of tablets throughout business workflows, significantly in ed-tech and health-tech, which is able to additional present an impetus. Pill makers will likely be vying for a share of that pie too. That can be one of many explanation why we’re seeing a extra centered strategy by pill makers, to populate the elective equipment portfolio with removable keyboards, stylus and extra utilitarian sleeves for these gadgets.