Samsung slips in Indian tablet market but maintains leadership

Korean electronics major Samsung managed to maintain its leadership in Indian tablet market with 19.2 per cent share in 2014, but shows a decline in market share, CyberMedia Research (CMR) said.
Samsung slips in Indian tablet market but maintains leadership

New Delhi: Korean electronics major Samsung managed to maintain its leadership in Indian tablet market with 19.2 per cent share in 2014, but shows a decline in market share, CyberMedia Research (CMR) said.

India’s tablets market saw a decline of 9.2% in terms of shipments over 2013, with shipments touching 3.89 million units during the period. Of this 1.93 million were 3G Tablets, accounting for 49.7% of all shipments. The 3G Tablets segment grew at 43.5% vis-a-vis 2013.

On the other hand a recent IDC report said,'Samsung slipped to the second spot, with 12.9% market share compared to its 17.9% share in Q4 2013. Local tablet vendors are posing stiff competition to Samsung at retail counters.'

'7 inch tablets in the less than $150 price band populated the market and will continue to do so in the foreseeable future. While Android still has majority of the pie, we do see vendors exploring the 8-9 inch segment,' says IDC in its report.

'Consumers are driving the wave of adoption of low-cost tablets as a preferred mobility solution. We are also witnessing a higher inclination of consumers towards online buying platforms and vendors are keeping up with the trend,' saidKiran Kumar, Research Manager, Client Devices IDC India.

'The incumbent, early mover brands managed to maintain their leadership positions during the year, but the market seemed to signal movement along a different trajectory. Enterprises contributed about 21% of the total tablet PC shipments in India during 2014. This, coupled with availability of Windows based solutions helped mainstream players like Lenovo, HP and Dell make strong inroads into this device category,' Faisal Kawoosa, Lead Analyst, CMR Telecoms Practice said.

'So, while 2015 is a challenging year for players like Samsung, Datawind and Micromax, it is equally going to throw up a challenge to Google to maintain its dominance through Android OS and not lose out to Microsoft Windows, as the enterprise adoption of Tablets picks up further,' Faisal added.

Tablet PC adoption had moved at a fast pace in India and the trend continued for a few years. Industry players expected this phenomenon to build up further, but were caught unprepared by the success of Phablets, that were largely responsible for cannibalising Tablet sales in 2014, the statement said.

'The challenge posed here for Tablet designers is to speed up innovation and stop offering just ‘a large screen size smartphone’. The space needs to be re-invented, preferably in the Indian context. Certainly, content consumption needs to be the focus whether it is for entertainment, gaming, education or personal productivity,' said Sachin Mehta, Analyst for Tablet PCs at CMR.

'One of the possible ways of differentiating Tablets is perhaps for industry to discontinue the production of 7-inch devices, to give target buyers a noticeable difference in look-and-feel, compared to Phablets that are essentially of the order of 5 to 6 inch screen size. This move may affect the market for some time, as the 7 inch form factor still contributes 72% of sales, but will serve the cause of the product category in the long run,' Sachin added.

Image: Corbis

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