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Tablet Market Update

Tablet Market Update. Sarah Rotman Epps, Senior Analyst. Prepared for the MPA May 22, 2012. Agenda. One-third of Americans, and 760 million people globally will own a tablet in 2016. April 2012 “Tablets Will Rule The Future Personal Computing Landscape”.

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Tablet Market Update

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  1. Tablet Market Update Sarah Rotman Epps, Senior Analyst Prepared for the MPA May 22, 2012

  2. Agenda

  3. One-third of Americans, and 760 million people globally will own a tablet in 2016 April 2012 “Tablets Will Rule The Future Personal Computing Landscape”

  4. 53% of tablets in 2016 will be iPads April 2012 “Tablets Will Rule The Future Personal Computing Landscape”

  5. Tablets will soon broaden to include “touch-plus” PCs running Windows 8 Lenovo IdeaPad “Yoga”

  6. To succeed, tablets need a great marketplace Amazon Kindle Fire Nook Tablet

  7. Google Play is an improvement over Android Market, but Google has more work to do Image source: play.google.com

  8. Tablets are reaching a scale that can’t be ignored Tablets will be multiplatform but dominated by Apple through 2016 Other winners will be marketplace-centric platforms like Amazon Your tablet strategy should prioritize iPad first, but scale across devices and platforms What it means for you

  9. Agenda

  10. Magazines replicate and extend content in the short term, while investing in long-term transformation Transfer existing content assets to tablets Enhance existing assets with additional functionality Invent new content, functionality, or process for the device

  11. Digital editions replicate print content—and can now count toward your rate base Source: Martha Stewart Living app for iPad

  12. Touch, video, cameras, and other device capabilities extend your content beyond the print replica Source: Better Homes & Gardens app for iPad

  13. Transformative apps break away from the print metaphor—often because there’s no print reference Source: Atomix Mag, Gourmet Live apps for iPad

  14. It’s ok to seize low-hanging fruit by replicating and extending existing content assets Transformative apps get beyond the print magazine, and will require new processes and a new approach to content production What it means

  15. Agenda

  16. Magazines’ future: Convergence with… Commerce TV Productivity

  17. Magazines already face competition from retailers

  18. Magazines already face competition from retailers Source: Net A Porter Magazine app for iPad

  19. TV networks produce content that’s strikingly magazine-like Source: Food Network Cupcakes! app for iPad

  20. Magazines experiment with productivity apps Source: IdeaFlight app for iPad

  21. Tablets are growing quickly and will reach one-third of US adults by 2016 760 million people worldwide will use a tablet in 2016 You need a multiplatform approach to tablets—Apple will dominate but people will adopt tablets on multiple OSeswith multiple screen sizes It’s ok to seize low-hanging fruit first by replicating and extending print and PC assets, while investing in long-term process transformation Future “magazine” products will converge with commerce, TV, and productivity applications Key takeaways

  22. Sarah Rotman Epps +1 617.613.6249 srotman@forrester.com @srepps www.forrester.com Thank you/Q&A

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