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Tablets: Not Just an iPad World

James McQuivey, Ph.D. VP, Principal Analyst

PaidContent 2012

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In case you haven’t heard: Tablets are a big deal

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But the future won’t be made only of tablets
35+ million

67 million

22 million

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Apple took two years to sell 1 million iPods
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What’s different today?

 Rapidly converging technologies accelerate the delivery of consumer benefits  Software-delivered services make the power of those technologies easy to access

 Consumers believe in it

The end result is a platform promise – a three-way conspiracy by device makers, service providers, and consumers
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This platform promise powers unprecedented use
“What do you use your tablet for?”
General web browsing Email Play games Social networking (e.g., Facebook) View pictures Watch video Read books Listen to music/audio Navigation/maps Research/purchase products 73% 62% 57% 53% 89%

86%

53%
50% 42% 38%

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Base: 510 US Online Adults 18+ (Online Monthly or More) who are tablet owners Source: Forrester’s Consumer Technographics Q3 2011 Devices and Telecom Recontact Survey (US)
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What This Means

 The only tablets that can compete with the iPad are those that have a platform promise  There are other ways to tackle the iPad, including from the TV side

 Thought content will always be king, these platforms are now its throne
 And the platform has the power to crown a new king anytime it wants

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Thank you
James L. McQuivey, Ph.D.
VP, Principal Analyst

Blogs.forrester.com/james_mcquivey
Forrester Research, Inc.

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