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Success of Windows tablets depends on pricing: ABI Research

Jack Loo | Aug. 29, 2012
The upcoming devices need to be priced aggressively against Android tablets.

Analyst firm ABI Research has high expectations for the Windows-based tablet, claiming that it will make an impact on the overall tablet market in the near future.

Pricing for Windows tablets will be a key consideration for end-user adoption, according an ABI Research titled The Impact of Windows 8 on Media Tablets.

If priced aggressively against current Android tablets, Windows tablets could see 2013 shipments increase 10-fold year-over-year. However, if priced like Apple's iPad offerings, Windows tablets may only double or triple shipments in 2013.

Windows-based tablets will commence shipments at the end of October and capture an estimated 1.5 percent of total tablet shipments for 2012, according to ABI Research.

Growth in the total available market is expected to come from businesses adopting tablets, which is expected to be a strong area for Windows 8.

Magic bullet

"While the main marketing focus has been on Windows 8, Microsoft's magic bullet lies in Windows RT," said ABI Research mobile devices senior practice director Jeff Orr.

"Windows RT represents Microsoft's first OS volley addressing future generations of computing devices while leaving much of the legacy Windows baggage behind," adds Orr. Windows RT accelerates an existing ecosystem of vendors experienced with ARM-based development and leveraging the architecture strengths.

One area where Windows 8 might be embraced with open arms is in the enterprise.

"Neither of the leading tablet OS platforms has squarely addressed the needs of IT organisations and business users," noted ABI Research enterprise mobility practice director Dan Shey.

"Flawless execution by Microsoft on its Windows 8 Pro enterprise strategy for tablets could catapult it into a mobile computing leadership position," added Shey.

Mobile computing, led by media tablets such as Apple's iPad, is so far a two-horse race of devices powered by Apple's iOS and Google's Android.


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