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HOME REGIONS EMEA › Samsung and Amazon take tablet fight to Apple

Samsung and Amazon take tablet fight to Apple

by Stuart Wilson, Thursday 8 November 2012

The latest tablet market data from the numbercrunchers at IDC shows Samsung and Amazon starting to take a bite out of Apple’s market share. IDC estimates that worldwide tablet shipments hit 27.8 million units in the third quarter of 2012 - up 49.5% year-on-year and 6.7% sequentially. The tablet product category is expecting a bumper fourth quarter in terms of unit sales.

Android tablet shipments, led by Samsung and Amazon, surged during the quarter, at the expense of Apple, which saw its market share slip. Apple’s market share dropped to 50.4% in the third quarter, down from 65.5% in the second quarter of 2012. Samsung took second spot in the vendor rankings with Amazon, Asus and Lenovo in third, fourth and fifth respectively.

"After a very strong second quarter, Apple saw growth slow as both consumer and commercial - including education - shipments declined, and rumours of a forthcoming iPad mini began to heat up," said Tom Mainelli, research director for tablets at IDC. "We believe a sizeable percentage of consumers interested in buying an Apple tablet sat out the third quarter in anticipation of an announcement about the new iPad mini.”

“Now that the new mini, and a fourth-generation full-sized iPad, are both shipping we expect Apple to have a very good quarter. However, we believe the mini’s relatively high US$329 starting price leaves plenty of room for Android vendors to build upon the success they achieved in the third quarter," Mainelli added.

Apple shipped 14 million tablets in the third quarter, according to IDC. Second placed Samsung shipped 5.1 million units to grab an 18.4% markets share, more than quadrupling its tablet volumes year-on-year. Amazon shipped 2.5 million tablets in the quarter and will be looking for strong growth from its latest crop of Kindle devices.

Asus more than tripled tablet units shipped year-on-year for the third quarter of 2012 hitting 2.4 million units. Asus took 8.6% market share backed by strong shipments of its Google-branded Nexus 7 device. Lenovo’s gains were driven by strong shipments in China. Lenovo shipped 400,000 units in the third quarter – double what it achieved a year earlier.

"Samsung took advantage of an opportunity in the second quarter," said Ryan Reith, programme manager for IDC’s mobile device trackers. "The company offers a wide range of tablet offerings across multiple screen sizes and colours, and that clearly resonated with more buyers this quarter. Its growth to 18.4% of worldwide market share during the quarter represents the first time a competitor has attained this level of share since the original launch of the iPad."

"Competitors are turning up the pressure on market leader Apple," Reith added. "With the recent introduction of a number of Windows 8 and Windows RT tablets, consumers now have a third viable tablet platform from which to choose. However, price points are critical in tablets, and Microsoft and its partners will have a tough time winning a share of consumer wallet with price points starting at US$500."


Top distributors, retailers and e-tailers from across the EMEA region are invited to attend DISTREE EMEA 2013, the premier event for the regional ICT and CE channel, from February 19-22nd in Monaco.

DISTREE EMEA gathers hundreds of senior executives from EMEA’s Information Communications Technologies (ICT) & Consumer Electronics (CE) volume channel. DISTREE EMEA is a powerful business platform for vendors looking to manage, build or launch routes-to-market within EMEA. From A-brand vendors to start-ups, the DISTREE EMEA structure and reach offers business benefits and powerful return on investment.

During the course of the three-day event, delegates take part in thousands of pre-scheduled one-on-one meetings with hundreds of vendors. Each year, hundreds of new distribution agreements are struck across the region as a result of business relationships initiated at DISTREE EMEA.

DISTREE EMEA 2013 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2013 Awards’ will include more than 20 categories for vendors and distributors from across the region.


For more information on attending DISTREE EMEA 2013 please contact fhemraj@distree.com quoting code DEMEA13


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