The Tablet Wars: Amazon and Apple Duke it Out in Q4 2011
The latest data from NPD’s DisplaySearch wing reveals that the tablet market is still dominated by Apple, with the company accounting for 59.1 percent of tablets shipped in Q4 2011. Meanwhile, Amazon sits pretty in second place with 16.7 percent of tablet shipments under its belt.
At first glance, the results seem very similar to those announced by iSuppli just last week. However, there is a notable difference: iSuppli has book retailer Barnes & Noble slightly ahead of Asus in their rankings. But NPD DisplaySearch raises an interesting point – while Apple’s shipments grew in all of their markets, Amazon’s Kindle Fire and BN’s Nook Tablet are currently only available in the United States.
Amazon and BN’s International Presence
Although Amazon and BN occupy third and fourth place respectively in NPD’s rankings, both Samsung and Asus were bolstered by solid results from the EMEA markets (that’s Europe, the Middle East, and Africa to you and me). However, this also highlights a significant challenge that Amazon and BN face – their tablets are currently only available in the US. To truly compete with Apple, they need to cultivate an international presence.
Amazon may have a tougher time than its rivals due to the inclusion of their Silk web browser, which may run afoul of European data protection laws. This could limit their ability to expand into other markets.
A New Player Enters the Ring
With Amazon firmly ensconced in second place, they are quickly becoming an obstacle that manufacturers like Samsung and Asus need to surmount before they can claim the silver medal. Take Barnes & Noble for instance – although they’re not out to own the tablet market like Apple has, they’ve recently taken steps to compete with Amazon on their own price-conscious turf.
This is a significant move, as it shows that BN is willing to take risks and challenge the dominant players in the market. Whether this will be enough to shake off Apple’s grip remains to be seen, but one thing is certain – the competition is getting fiercer by the day.
The iPad 3: A New Challenger Emerges
With the iPad 3 expected to launch sooner rather than later, it seems that Apple will likely hang onto its crown for a long time to come. However, there’s plenty of room for the rest of the tablet pack to fight for a strong second place finish.
Recent announcements suggest that this is going to be one hell of a fight. With more robust and less expensive tablets being developed by companies like Samsung and Asus, it seems that Amazon and BN are not alone in their quest to challenge Apple’s dominance.
The Battle for Second Place
So who will ultimately come out on top? Will it be Amazon with its Kindle Fire, or BN with its Nook Tablet? Or perhaps one of the other manufacturers – Samsung or Asus – will emerge as a surprise challenger?
One thing is certain: the tablet market is about to get a whole lot more interesting. With new players entering the fray and existing ones upping their game, it’s anyone’s guess who will come out on top.
The Verdict
In conclusion, while Apple still holds the crown in the tablet market, the competition is getting fiercer by the day. Amazon and BN are making significant moves to challenge Apple’s dominance, but they face a number of challenges – including their limited international presence and the inclusion of their Silk web browser.
As we wait with bated breath for the iPad 3 launch, one thing is certain: this is going to be a battle worth watching. Will Amazon or BN emerge as a strong second place finisher? Or perhaps one of the other manufacturers will surprise us all?
The Future of Tablets
The tablet market is still in its relative infancy, and it’s anyone’s guess how it will evolve over the coming months and years. But one thing is certain: with new players entering the fray and existing ones upping their game, it’s going to be an exciting ride.
Will we see a repeat of Apple’s dominance, or will another manufacturer emerge as the clear leader? Only time will tell, but one thing is certain – the tablet market is about to get a whole lot more interesting.
