If Apple’s incredibly strong iPad sales during the fourth quarter told industry observers anything, it’s that the company’s tablet was far and away the most-desired slate of 2011. Part of that might be due to the fact that the tablet didn’t face much serious competition. But it’s also due to the quality consumers and even some enterprise users found in the device. But 2012 is a new year with a host of opportunities for every tablet maker. Every major firm, from Apple and Samsung to RIM and Amazon, has a chance at becoming the top tablet maker of the year. However, they’ll need to achieve that by delivering all the features that consumers and enterprise customers are looking for in their tablets. They’ll also need to promote the products effectively to make sure the world knows about the features and components that can make their models real contenders. This eWEEK slide show examines some of the key factors that will determine 2012’s tablet king. And unfortunately for Apple’s competitors, it appears the iPad has a long head start.
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1. Price, Price, Price
If the Amazon Kindle Fire’s success last year proved anything, it’s that price matters to today’s consumers. So, in 2012, companies that want to beat the iPad might need to bring their tablet prices down to a suitable level to appeal to consumers. That doesn’t mean $199, of course, but it might mean offering slates for substantially less than the cheapest iPad’s $499 price tag.
2. The iPad 3’s Improvements
It should be interesting to see what kind of improvements make their way to the iPad 3. If the device is a major improvement over its predecessor, it might be difficult for any competitor to catch up to Apple’s tablet this year. However, if it’s a nominal upgrade, competitors might have a chance to catch up. The iPad 3 could make or break this year’s tablet race.
3. Screen Size That Justifies the Price
Interestingly, prior to the Kindle Fire’s launch, it appeared that tablets with large screen sizes, like a 9- or 10-inch display, would be the only devices to succeed. However, the Kindle Fire is successful with a 7-inch screen. It appears now that a smaller screen size will appeal to customers if it comes with one other element: the right price. Larger displays are more expensive, and smaller displays should be less expensive.
4. Advertising
Advertising has always been important for product success, but this year, it might be even more so. Part of the iPad’s success is Apple’s strong advertising. The fact that the Kindle Fire sits on Amazon.com’s homepage means the tablet will be a success, as well. Every other device maker must find a way to deliver quality advertising and put it in front of customers. If they fail, their products will fail.
5. Android’s Quality
The tablet market is quickly becoming a two-OS market between iOS and Android. If new Android improvements launch this year with high-quality features, there’s a good chance vendors might be able to overtake the iPad. However, if another Honeycomb-like scenario plays out where Android tablet buyers are left waiting for an OS upgrade, it’ll be impossible for Apple’s device to lose the top spot.
6. Enterprise Adoption
The enterprise could very well be the Trojan horse that will help one tablet vendor or another reign supreme in 2012. If companies decide to adopt the iPad, Apple’s tablet will likely stake claim to that space this year. However, if Android tablets make up some ground or even RIM’s BlackBerry PlayBook 2.0 catches fire, all that could change. Keep a close eye on the enterprise this year.
7. Fourth Quarter iPad Adoption
As noted, the iPad 3 could be a big factor in tablet market success this year. But it’s not just that device. Last quarter, Apple sold more than 15 million iPads, as demand for the device skyrocketed. The question now is, will demand stay high or will iPad sales go flat in subsequent quarters? If it’s the former, it’ll be tough for competitors to catch up. But if it’s the latter, it might just provide competitors with the opening they need to catch up.
8. Can the Kindle Fire Grow Up?
There’s little debate going into 2012 that Amazon’s Kindle Fire is the best answer yet to Apple’s iPad. However, in its current, underpowered form, there will be no way for the device to really vie with the iPad. So, will Amazon launch a new Kindle Fire this year aimed at the iPad 2? More importantly will that device come with all the features consumers are after, including more storage and a high-quality display? If the Kindle Fire can grow up in 2012, it might just have a shot at becoming this year’s tablet king.
9. Integrated Services
If Amazon and Apple have proven anything, it’s that integrated services matter in the tablet space. Apple has iTunes, iCloud and the App Store, while Amazon offers its own applications marketplace, Kindle e-books and cloud storage. Now, all other companies must offer their own integrated services. After all, it’s what consumers want.
10. Risk-Taking
At the end of the day, it’ll be tough for companies to break out from the large shadows cast by Apple, Amazon and Samsung in the tablet space. So, the companies that want to be tablet king in 2012 will need to take some chances. Perhaps they should try a new product design or deliver unique features other companies haven’t thought about. Being the top tablet maker this year is about taking risks no other company is willing to take.
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If Apple’s incredibly strong iPad sales during the fourth quarter told industry observers anything, it’s that the company’s tablet was far and away the most-desired slate of 2011. Part of that might be due to the fact that the tablet didn’t face much serious competition. But it’s also due to the quality consumers and even some enterprise users found in the device. But 2012 is a new year with a host of opportunities for every tablet maker. Every major firm, from Apple and Samsung to RIM and Amazon, has a chance at becoming the top tablet maker of the year. However, they’ll need to achieve that by delivering all the features that consumers and enterprise customers are looking for in their tablets. They’ll also need to promote the products effectively to make sure the world knows about the features and components that can make their models real contenders. This eWEEK slide show examines some of the key factors that will determine 2012’s tablet king. And unfortunately for Apple’s competitors, it appears the iPad has a long head start.