Microsoft claims nearly 5% of tablet marketshare, Apple and Google still far ahead
It’s hard to ignore the tablet category of computing devices. The iPad made them accessible to the mainstream with a relatively easy and familiar interface combined with sensible form factor. Since the first iPad releasing back in early 2010 we’ve seen the tablet segment explode with many platforms and players all wanting a piece of the pie.
Nearly a year and a half after the iPad launched, on June 1st 2011, we saw the first public preview of Microsoft’s answer to the tablet and the future of computing – Windows 8. So how are tablets running Windows 8 doing compared to Android and iOS? Let’s look.
Windows 8 was designed around the idea that a modern computing interface should look, work, and feel the same no matter what device or screen you’re using. Many weren’t sold on Microsoft’s “tablet OS” on their laptops or desktop machines, how’s it doing with tablets? Here’s the comparison between tablet operating systems by their marketshare for Q2 in 2013.
- Android – 67.0%
- BlackBerry – 0.2%
- iOS – 28.3%
- Windows –4.5%
- Others – 0.0%
Those marketshare figures go nearly hand-in-hand with number of devices shipped for the same time frame. Apple shipped 14.6 million tablet devices running iOS, tablets running Android shipped 34.6 million units, BlackBerry moved a whopping 0.1 million, and Windows clocked in 2.3 million tablets.
Is it nothing but cloudy days for Microsoft and tablets? No, not really. You need to remember a year ago no consumer could buy a tablet (running Windows 8, a much better tablet OS than Windows 7). Grabbing nearly 5% of the tablet market isn’t too bad when you consider that Windows 8 tablets first went on sale back at the end of October and mini-tablets (those in the 7 to 8-inch range) have barely began showing up in stores.
I tend to think once consumers can get Windows 8 in a mini-tablet form factor we’ll see a large uptick in pure tablets running Windows 8. I know for myself that’s the personal sweet spot of a device that is just a tablet and not hybrid or convertible machine. Then again, Google just released the updated Nexus 7 tablet at a lean $230 with all new specs. The competition is real.
Ed Bott put it best on Twitter when he said an alternate title could have been “Windows tablet share grows 10x in one year”. We agree.
What do you guys think of the numbers?
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Microsoft is not the 1980's AT&T that couldn't compete in a newly competitive market and was eventually sold off for parts to SBC. Microsoft is big for sure, and that makes them less limber and slow to the party. But when they arrive they usually do well.
Their large presence in the desktop and business world, coupled with their enourmouse cash resources, will almost guarantee they will succeed with this, even if they did let the enemy get all the way to the city gates befor reacting
Hell, even Apple managed to cling on after Microsoft took over in the war for desktop supremecy, ablite, becoming a niche market, but a market nonetheless. Also, Apple dominated last time in the war for OS supremecy, but MS managed to beat 'em out in the end.
Who says it won't go the same way this time 'round?
If Im Balmer, I fire every marketing person in the company, and start fresh. The people behind windows 8 marketing, and application marketing are really doing a shoddy job
In a sane world, the RT would have left the iPad in the dust.
A sane world is asking far too much from the people in it I guess.
According to the latest research from Strategy Analytics, global tablet shipments reached 51.7 million units in the first quarter of 2013. Android secured a robust 67 percent global share, while Apple iOS declined further to 28 percent. Windows also fell back but secured a 4.5 percent global share.
Peter King, Director of Tablets at Strategy Analytics, said, "Global Branded Tablet shipments reached 36.2 million units in Q2 2013, up 47 percent from 24.6 million in Q2 2012. The Branded Tablet market had a rest period as very few new products came to market during the quarter. When we add in White-Box Tablets, shipments reached 51.7 million units, up 43 percent from 36.1 million in Q2 2012. Android is now making steady progress due to hardware partners like Samsung, Amazon, Google and White-Box tablets which, despite the fact that branded OEMs are lowering price-points and putting pressure on the White-Box manufacturers, are still performing well." King added, "Apple iOS shipments were 14.6 million iPads in Q2 2013 which declined 14 percent annually. In the same quarter a year ago the first Retina display iPads were launched which could partly explain the decline as there were no new models in this quarter. However, to compensate that, iPad Mini which was not available a year ago, now freely available was expected to take the figure higher than 14.6 million."
Other findings from the research include:
Microsoft captured a niche 4.5 percent global tablet share in Q2 2013. There may be an uptick in Windows RT shipments in Q3 following savage price cuts by all the partners still involved in the RT Market. Microsoft has reduced prices by $150 and other vendors even more; they are still not cheap, but are much more where they should be to compete. The shortage of apps continues to be a problem, with seemingly little incentive for developers to work on the platform.
In short, the number are only fot Windows RT...2,3 MILLIONs
In Q1 2013 , the total Windows t abletts were 7 Millions
Actually, Paull Thurrott just posted today regarding Windows NT's 20th anniversary:
Yeah, exactly. But it's happened before, and it can happen again. Microsoft may not always get it right the first try, but they learn, they improve, and they conquer. Over and over again.
Bring it on!
at first. Because of that, the tablet was priced too high. Had it been priced as many of us believe, it would have much better numbers.
This is what Microsoft should do for the upcoming year:
1. Announce Surface RT ver. 2 with firm release dates and pre-ordering within 2-weeks of announcement.
2. Price 10-inch Surface RT-2 at $329.99 with Touch Cover, and $349.99 with Type Cover.
3. DO NOT bundle in Office RT.
4. Have multi-player ready for Halo: Spartan Assault, and at the same time, prepare a Forza title with optional multi-player. However, keep multi-player limited to Xbox Live Gold subscribers.
5. Make a bigger deal of free ad-based Xbox Music streaming than it actually is...
6. Offer Surface RT-2 buyers a $100 Office 365 + Xbox Live Gold + Xbox Music subscription for 1-year. Heck, throw in free Xbox 360 controllers for students.
The key is to price the hardware low enough to get it into people's hands, but in turn, entice them to sign onto Microsoft services. With that special $100 subscription offer, which I'm sure many will take (esp. students), MS has the potential to grab people (after the 1st-year) at $260/year on services alone. Heck, to those who specifically buy a Surface product, throw in 3 months of free Office + XBL + Music for free.
I think Microsoft can cut corners on the Surface RT, at least if they considered it as a pure entry-level offering for the mass market. For example, do away with the VaporMG casing and use polycarbonate instead, it'll be lighter weight and price-wise. Call it Surface Sky.
Meanwhile, reserve VaporMg models for Intel/x86 based units. Use Haswell-U for Surface Pro and the Haswell-Y for Surface, equip both of them with active digitizers and price them accordingly ($599 and $899). Their x86 and high performance capabilities will justify the higher price points, they're full PCs.
As for 7-8 inch models, go both ways. One ultra high-end model on Haswell with LTE, active digitizer and super high-res screen (throw in Qi too), price it at $499. Alongside it a 7-8 inch version of the cheap Surface RT for $199. I feel at this size these are going to be the two key markets to win over.
And they really should leave very little time between a full reveal and when people can actually have it in their hands. That I feel was one of the greatest downfalls with the Surface launch. Ideally it should be a surprise, much like what Google did recently with Chromecast..
As I said earlier, do not bundle in Office RT with Surface RT, do away with VaporMG in favour of polycarbonate or simple plastic, etc and aim for high volume sales. A Surface RT with a Touch Cover for $329.99 is an amazing deal, and sweeten it by demonstrating the FREE access one has to Microsoft's services.
Like Xbox Music and its free ad-based music streaming, they can more natively integrate Office Web Apps for offline functionality. The casual user will be fine with what's free and will remain in Microsoft's eco-system, whereas more serious users can and will pay up.
But neither is it the worthless bobble evryone is trying to tell you it is. I have taken it when I have traveled, used Skype, uploaded and downloaded files from Skydrive, used Office including PowrPoint and Excel. With a wireless mouse and Bluetooth headset, I can listen to tunes and edit Excel using the mouse and keyboard, just like the big boys do.
I have pushed printing to my home network from documents I worked on elsewhere, used SmartGlass and Play To to run media on my Xbox. I have streamed music and video, watched Hulu, and done minor editing on photos.
I am running the 8.1 Preview and have my Desktop and apps synced with my main Laptop and a Win Pro Tablet I mostly let the kids use. I ran a video program for a daycare graduation through a VGA projector for a room of a hundred parents and kids. I have 3 different keyboards including a Japanese keyboard and the tablet finds and selects the proper one for my needs when it is hooked up. I use a wireless router to connect from the train or from my ofice where I have no access to the main Intranet.
Recently downloaded the new Halo game and it appears to run as quickly there as it might be expected to on any other platform. My Xbox music is synced, but sometimes I prefer to run it from the cloud in the browser and download new albums.
My wife won an iPad at a company party. It doesn't have 3G, but even on the wireless at home the best she does generally is use social media and watch YouTue videos. More often, it sits idle while her Windows 7 Laptop does the heavy lifting or she uses her office Lenovo.
Not that I want that he takes my Surface all the time, but just wondering if you have had similar issues.
Also I really think the only reason people aren't buying as many Windows tablets is because the buying reasons aren't the same. You want a cheap media tablet you grab a Nexus; the buying impetus is there all the time. We just went on a trip and my daughter ran out and grabbed a Nexus to play with while we traveled.
I don't want a simple media device, I want a Windows Pro convertible that lets me work and that I can use as a media device. A nice one costs over $800 and it's hard to justify when I still have a 3 year old lap top and a desktop PC that work fine. When and if the price does down enough to tempt me I will get one (or if my laptop craps out), but for now it doesn't make sense when my three-year old Window's systems are still performing so well.
I have a feeling a lot of people are in the same boat. Windows tablets may not go through the roof in sales, but I think there will be a slow, steady increase in sales.