Taipei, Saturday, May 23, 2015 06:00 (GMT+8)
light rain
Taipei
25°C
Digitimes Research: Samsung 12.2-inch enterprise tablets unlikely to see strong sales in short term
Jim Hsiao, DIGITIMES Research, Taipei [Monday 24 March 2014]

Samsung started flooding the tablet market with new devices in the first quarter and is pushing its new 12.2-inch tablets, featuring a new user interface and multi-tasking abilities, as its main products for the enterprise market. However, because the devices have weaker price/performance ratios compared to notebooks of similar pricing and most of Android's enterprise applications are inferior to those of the PC platform, Digitimes Research expects Samsung's 12.2-inch tablet shipments to reach only around one million units in 2014.

Out of profitability concerns, Samsung stopped trying to bump up its notebook shipments through low-price strategies in the second half of 2013 and the strategy change resulted in a drop of its quarterly notebook shipments to from 3.5-4 million units to only 2-2.5 million. With the 12.2-inch tablets, Samsung is hoping the devices to help offset the declines in the notebook market.

Instead of pursuing better hardware specifications, Samsung placed its focus on developing a new user interface, software, applications as well as software-hardware integration, and is cooperating with third-party service providers to strengthen applications. Through these efforts, Samsung is aiming to strength the tablets' penetration into the enterprise market and enhance their competitiveness.

However, Digitimes Research believes Samsung's 12.2-inch tablets will have difficulties competiting against notebooks in the enterprise market in the short term. Currently, even the most entry-level 12.2-inch tablet from Samsung, the TabPRO 12.2 starts at US$649. The high-end NotePRO's US$849 starting price is already the price of a mid-range/high-end notebook. Except for a thinner and lighter industrial design and a longer battery life, the 12.2-inch tablets have no other competitive edge against a similar-level enterprise notebook in terms of component specifications such as processor performance, memory and storage capacities.

In addition, Android's lack of apps for tablets and limited enterprise and professional apps compared to the Windows and Mac platforms, are expected to impact the Android platform's ability to satisfy enterprise users' various needs. Even existing apps are having issues supporting some of Samsung's specially designed functions such as multi-windows and hovering touch.

Topics: Page 2

Taiwan server shipment forecast and industry analysis, 2015

RESEARCH EXTRAS | Apr 10, 15:57

The server market did not perform well in 2014 though rising demand from Internet data centers (IDCs) and China brands helped global shipments (measured by motherboards) grow 7.1% to 10.4 million. Using this as the base for growth, in 2015 the market is expected...

How China is shaping the LTE/TD-LTE market in 2015

CHINA SMARTPHONE | Apr 9, 15:42

Digitimes Research estimates that the global LTE market doubled in size to 445 million users in 2014 and we further forecast that annual growth in the number of LTE users will remain above 70% between 2015-2016, with the overall market reaching 1.466 billion...

Taiwan LCD TVs – 1Q 2015

TAIWAN DISPLAY SYSTEM | May 22, 15:51

Taiwan's LCD TV makers saw strong seasonal impacts in the first quarter of 2015. Shipments to North America saw a particularly sharp decline as a result of reduced procurement from Mexico and major client Toshiba quitting the North America market.

Taiwan handsets – 1Q 2015

TAIWAN MOBILE DEVICE | May 15, 15:58

Most of Taiwan's handset makers felt strong seasonal effects in the first quarter. Foxconn suffered particularly as a result of drastic drops in orders from Sony Mobile and Microsoft Mobile.

China smartphone market and industry – 1Q 2015

CHINA SMARTPHONE | May 13, 10:56

According to Digitimes Research's survey of the Mainland China smartphone supply chain, as well as other relative vendors, increased demand for Apple's new device models, Mainland China's high-end smartphone models experienced lackluster sales in the first quarter...

High-brightness LED market trends and forecast, 2015
Trends and forecasts for the China FPD industry, 2014-2017
Demand and supply trends in the global sapphire industry, 2014-2015
  • Wireless broadband developments in Southeast Asia markets

    As of 2013, the 10 ASEAN nations had a total of over 700 million mobile subscriptions, with the CAGR from 2003-2013 reaching 24%. This Digitimes Research Special Report analyzes the various mobile broadband markets in ASEAN and looks at the respective trends in 4G LTE development for those markets.

  • 2015 global tablet demand forecast

    This Digitimes Research Special Report provides a 2015 forecast for the global tablet market and analyzes the strategies of key market players such as Google, Apple, Intel, and Microsoft.

  • 2015 China smartphone panel trend forecast

    This Digitimes Research Special Report analyzes the strategies of key China-based major panel makers BOE, Tianma and IVO for attacking the different market segments through technology and pricing, and their relationship to local vendors Huawei, Lenovo, ZTE, Xiaomi and Coolpad.