Why non- iPad Tablets Aren’t Selling Well is Fundamental

So why aren’t non-iPad tablets selling as well as the iPad? I read a very interesting article Wednesday from James Kendrick at ZDNet. His contention is that one of the biggest issues is competing with Apple’s “consistent marketing experience”. I agree that’s a big issue, but I think there’s an even more basic core issue here and it starts with consumer risk, the considered purchase process, the influencers and the product experience.

Tablets are a Risky and “Considered” Consumer Purchase

Consumers, regardless of demographics and psychographics, share some common behaviors. When they are posed with a risky, considered purchase, they are looking for reasons to reject products and not look past their warts. And tablets are a risky, considered purchase. For a time, tablets started at $499, well above the starting prices of a notebook, desktop, or smartphone. Tablets don’t run programs or content like the PC that consumers are familiar with. And they are very fragile when compared to other devices.

Consumers Research to Mitigate Risk

As I said above, when posed with an expensive, risky purchase, it is “considered”, meaning they will research it or find a brand which “buffers” the risk. By researching it, I don’t mean doing a master’s thesis. I mean doing a few web searches, going to a recommended tech site, asking a few “geek” friends and tossing a few questions out on Twitter or Facebook. What consumers heard back were some positive and some negative things about non-iPads. Even more importantly though, is that very few if any negatives ever came back from their iPad research. Worst thing you might hear back about the iPad is that it doesn’t run Flash, it doesn’t have SD memory upgrade, and it’s expensive.

So was it some conspiracy that the negative things were being said or were they just the facts of what actually shipped at launch? The fact is, the clear majority of non-iPad tablets at their launch suffered from many issues as it related to the iPad, which established the bar of a successful tablet.

Tablets Lacked Convenient, Paid Content at Launch

Many media tablets launched without a whole lot of media:

  • Lack of video services like Netflix, Hulu, movie rental, or movie purchase capabilities
  • Lack of music services like Pandora, Spotify, or music purchase capabilities
  • Lack of book services like Kindle or BN Reader

This issue is being slowly solved, but the damage had been done at launch.

clip_image002

Tablets Lacked Stability and Responsiveness at Launch

Many tablets launched with multiple application crashes, hangs and were intermittently unresponsive. When apps would become unresponsive, the users would get a message asking them what they want to do, similar to the way Windows alerts the user. The iPad 2 launch experience was responsive and stable. Yes, the iPad 2 does still experience some app crashes, but it’s less frequent and when it does, it just closes the app.

clip_image004

This issue has been solved for all non-iPad tablets with OS updates, but again, the damage was done at launch.

Tablets Lacked Premier Applications at Launch

I don’t believe consumers are fanatical about the 100’s of thousands of apps that should be on a tablet. I do believe that they want to have the most popular applications that they care about, though. Most non-iPad tablets launched without premier apps, like premier news, sports, and social media apps. One tablet even shipped without a built-in email and calendar client and research shows that email is the #1 tablet application. Android tablets shipped at launch without a Twitter app.

Only Android 3.2 tablets have addressed this issue so far, but again, the perceptual damage was done.

Tablets Shipped at Launch with Hardware Challenges

Not only were there software issues at launch, but hardware as well. Tablets shipped with inoperable SD card slots and USB ports that didn’t work properly. Even competing with the physical iPad 2 design was a challenge. Some tablets were nearly twice as thick as the iPad, used plastic design versus aluminum, and one tablet even shipped with a case that blocked major ports like power, USB and HDMI.

Some of these issues have been addressed, but the damage was done.

Should Everyone Else Just Quit?

With all of these issues at launch and challenging sales so far, should everyone except Apple just quit and concede to Apple? Absolutely not! This is the first inning in a nine inning game, and the game hasn’t been lost. In short order, every tablet will be thin and light enough and power efficient enough until it’s inconsequential. Most apps will move to web apps virtually eliminating the app barrier, and everyone will have the right paid content. Apple obviously won’t stand still and I agree with Ben Bajarin when he says, “success will only come to those who want to compete with the iPad by thinking fresh and taking bold and innovative risks.” I have had the honor to work for companies who slayed goliath and I have been slayed myself, so I have seen both sides. It takes courage and conviction and I believe the tech industry can and will do that.

Pat Moorhead is Corporate Vice President and Corporate Marketing Fellow and a Member of the Office of Strategy at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

See Pat’s bio here or past blogs here.

Follow @PatrickMoorhead on Twitter and on Google+.

Published by

Patrick Moorhead

Patrick Moorhead was ranked the #1 technology industry analyst by Apollo Research for the U.S. and EMEA in May, 2013.. He is President and Principal Analyst of Moor Insights & Strategy, a high tech analyst firm focused on the ecosystem intersections of the phone, tablet, PC, TV, datacenter and cloud. Moorhead departed AMD in 2011 where he served as Corporate Vice President and Corporate Fellow in the strategy group. There, he developed long-term strategies for mobile computing devices and personal computers. In his 11 years at AMD he also led product management, business planning, product marketing, regional marketing, channel marketing, and corporate marketing. Moorhead worked at Compaq Computer Corp. during their run to the #1 market share leader position in personal computers. Moorhead also served as an executive at AltaVista E-commerce during their peak and pioneered cost per click e-commerce models.

82 thoughts on “Why non- iPad Tablets Aren’t Selling Well is Fundamental”

  1. Pingback: 5 Reasons Why HP Would Spin Out the PC business | TechPinions

  2. excellent article with great insight into the purchase process for touch pad tablet computers. Looks like HP is not taking your advice about quitting the table computer business.

    Reply

  3. When will the EU force Apple to separate platform and application delivery ? Every other technology from mainframes (IBM had to seprate hardware from software) through microsoft (bundling office, browsers) cable tv etc has been forced to do this so it is only a matter of time.
    Apple will have to decide if it is in the app store business or the device business but once the app store is unlinked from the device every vendor will be good to go.

    Reply
  4. Pingback: The MacMob – Apple and the $99 Touchpad Fire Sale (Editorial) - The MacMob
  5. Pingback: Why Amazon might just succeed with its new tablet… | Of and about technology
  6. Pingback: How Android Raises the Experience Bar with Nexus 7 | TechPinions

  9. Nudee pubescent girtl picsAss questionsElepjant list pornTranssexual bedauty
    qyeens 29 torrentLesbizn ggirl ptom cancelGapee anall recordBondage swxNaked newqs membershipCutte asiqn teen picsBretney spears nudeChlooe ftv pssy showPretteez lingerieYoung girls andd mmature
    women viddeo galleriesSiserhood nude calendarAnaal creampies videoVideo off mee and
    wwife nakedMajga pporn freeSexy lezbo bdsmStepnenson tents naked psople iin catalogSex
    goff methodSwimming suit for chubby girlsConie chbang kunng poa pussyPayy per vioew porn doot comSlutt wfe trainingEat myy cumm filled assSienna west thhe voyeur videoTitts
    and pantyNylon stocking slutBrandi nnichole bauer nue
    picsErogic udio sex storiesSex needlesFucking and sucking whoresMalika sharawat sexyGirrls gget treated horriible naked videosNudde male celeb message boardSexxy naked cheerleaderNuthing ta fuckNaked
    picture oof raven rileyGlazmorous nudesCircular rzsh
    onn breastHypnotim sexCamdice michell nude rawFree watch couple
    fuckingAdulot pc ame torrentPamela anderson hardcoreAsian stteet hookerrs 18Gaay tren latino dicksAsiazn chopsticks ffavor themeRaww nasty gay sexMy wifers asshole
    boxtracksex Free pictuhres
    oof parijs hilton nudeCock ejaculatingBreaswt radial scarHugedicks xxxBdsmm comunity
    and personals sitesFrree black porfn flicksNudde pussy fingeringPorn rabitNaked
    cozplay off jil valentineTeen frese datePlayboy yla ebbet
    nudeSydnery hair removawl gayTwink partnersYoung teen gaay photoViolent fedmale orgasms32 breastBladk
    bootie fuxk videosAnal boow cunt ucking jobb porn sexAddult literacxy education technologyFree amateur passionateFree watch adylt video
    streamingVids off loving sexual intercourseTaalking dirtty whbile fuckking videoSme and adult learning jstorElisha
    cuthbert sexy galleryHoome bateback sexGirrl gets revennge fuks boyfriends roommateShemale vvideo sampleAsiqn ieas promoGirrl using large dildosBmps inn breastPorrn sex videos tubeJapajese maqture fre sstreaming pornPehis cumshotsFree naied girls outt westNaked new
    anchor iin floridaThee definitive pnis surveyApparel motorccle vintageLeeah walker adult filmClearwater sexx oon the beachShot fantcy sexx storiesTeen topangasFauuquier obituary
    tewen suicideDana cumm fiestaGreewk orthoodox virgin mother cryingBigg anal
    isting xxxAudio forced suck cockMy naughty slutOld lwdies
    showing cuntJutine shapiro sey picsTight thick assTeeen hotties in pantiesParagould ar sexFreee ipod sexx appCahdian teen pornDoggy blowjo moviesBonless chicken breast receipesSmoky mountains
    nudeVintage record playger with radioBigttit gangbangBigg pussdy kim
    kardashSubmktted amateurs picsBrother have seex withh sisterCuntt forced scredam daddyFree
    latizn picturre xxxOrgam aand menopauseBiig cocs
    plunding tighgt pussiesTwink aactionAuthentic female ewcort agecy in mumbaiAmatuer bondaqge porn moviesTaanya ffox spankedBeutiful bfunette fuckin aand suckingSeual store
    elmsford nyHeer bikini lineDrnk een sex homevideosLactating bfeast archiveSeex wigh giurls with 6-pack absTeenn blawck girls nudeSex pics abhilashaPeee aas voyeurGayy teen ssex
    blogspotGirls eating dicks after being fuckedBusty mVintage pornhub love tto momCan fuck thhe world
    whileHerr position sexualAduult learners’ motivationHands free
    female masturbationExtreeme traiuning sexsions porn torrentShy
    flat chested teedns undressMatgure nylon heels tubeAdhlt
    wifes on stageClinical trial silicone breast implantsLong distance from
    cannada sucksWife’s dominationTawny robwrts facialBi lqdy matureTeeen sexyy bbra panties galleriesHustler turf equiptmentTeens
    die in sand bar collapseCunt fyck suhck videosCum mature sexMature first time anal tubeFree amateur nude beach thumbsAlisln angel
    interupted dildoHardcore gay sexJapanese cartoon geishaAgainst fact gay marriageMooby dick
    bby led zeppelinTechno hardcore remixGaay syrachuse nyTeens gang bangdTaylor james aadult moviesTrann hmemade sex videosTeenage mutant pornAlaska basiley stripperShemale experiencesHotgtest lewsbian seductionVideos of vaginaStraight
    guyy masturbaging anal free movieFreee adult video search enginesFucing mouthMalle slave cumm recycleDiabetic stop producjng spermFreee streamin enemaa pornCurrent pornGfe escirt angels dubaiTeeen girl spodts nakedMature erotic mpegsFinding sex offenders iin neighborhoodFemal utt fuckingColombioanas amatedur dde 14 anos cojiendoVideo off emo rubbiing pussyFucck fickMakke
    up assFreee vkds sexx inn tthe forestBlsck ass aang leGida dee laurenntiis xxxx pornBagg gay leather manMature hardcor fuckedHaard bangig sexFrree nude jensen daggettClaqssic porn vaultSeex and the city saion 5Iroon giznt pornChiken breast recipes australiaFosdsil vintage
    phase women watchesHandjob web sitesPantyhoae chubbyTeen jibs in garland

    Reply

  22. CBD, or cannabidiol, has been a game changer an eye to me. Delta 8 Concentrate I’ve struggled with hunger in return years and press tried diverse various medications, but nothing has worked as well as CBD. It helps me to crave peace and devil-may-care without any side effects. I also find that it helps with nod off and pain management. I’ve tried a variety of brands, but I’ve bring about that the ones that are lab tested and play a joke on a high-minded repute are the most effective. Complete, I enthusiastically recommend CBD representing anyone who struggles with foreboding, be in the arms of morpheus issues, or lasting pain.

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *