On August 2nd, IDC released statistics on global tablet sales in the second quarter of 2016. Data show that the global sales of flat-panel equipment in the previous quarter was 38.7 million units, which was 12.3% lower than the 44.01 million units in the same period of last year, and slightly lower than the 39.6 million units in the first quarter of 2016.
Worse, this is already the seventh consecutive quarter of global flat panel shipments. Can not help but ask, why do you encounter the "seven losing streak"? After the “seven consecutive fallsâ€, where do the tablet computers go?
Let’s talk about the reasons for the “seven consecutive lossesâ€:
1, double-click on large-screen mobile phones and thin and light notebooks
Nowadays large-screen mobile phones can be seen everywhere, iPhone 6 Plus 5.5-inch screen, and iPad mini is only 7 inches; and Android camp, large-screen mobile phones are far earlier than iPhone 6 Plus, even 6-inch screen mobile phones are not new. According to IDC data, users who have already purchased the iPhone 6 Plus basically do not think that they still need the iPad mini; users who have purchased the Android big screen are also unlikely to have enough attraction to buy a tablet.
It's not just the impact of mobile phones. The impact of laptops is not small. Now that laptops are becoming thinner and lighter, easier to carry, and the performance and experience are being optimized, natural tablets are becoming more embarrassing. The tablet computer, which originally targeted entertainment, found that in fact, the thin and light computers are comparable in terms of entertainment and portability.
2. Increased gap between productivity and consumer demand
For most users, tablet computers are mainly used for entertainment and assisted office. However, in the field of assisted office or business use, although efforts were made to iterate over many years, it is a pity that the business capability of the tablet computer is still far behind the laptop.
And entertainment demand is always relatively intermittent, there is no super-clear rigid demand, when the expectations of business office capacity can not be reached, entertainment needs may also be replaced by light and thin notebook.
The backwardness of productivity and the gap in consumer demand will inevitably bring tablets into a more embarrassing position.
3, the lack of killer applications
In 2010, the Apple iPad experienced an explosion of growth. After that, various brands of tablet computers continued to emerge. However, it is a pity that it has not contributed to the innovation of the industry and the healthy development of the ecological chain. It has also been able to bred the number of tablet PCs that have been bred so far, or the experience of tablet PCs is the best, while smartphones and laptops do not play well. Up killer app.
There is no emergence of killer applications, lack of innovation, the most natural to the homogeneity and price war, consumers will naturally not have enough new or new power purchase.
4, the base is too high, lack of new motivation
Despite the decline in sales volume, iPad, the highest brand of tablet PCs, has accumulated more than 300 million units. In other words, there are already enough iPads in the hands of consumers and the base is already quite high. When the base is higher, growth naturally becomes more difficult.
One problem that cannot be overlooked is that consumers’ old iPads or other tablets can still be used very well. For some users, the tablet itself is only a mobile “small TVâ€. The environment and form of use are relatively simple, and there is no need to upgrade it every year. This has affected the sales of the new tablet computer to some extent.
Go left to become "netbook" and die? Or to the right innovation, gorgeous transformation?
One of the deaths of netbooks is the rise of tablets. Tablets are sufficient for some office functions such as online video, chat, and Internet browsing. These functions are basically overlapped with netbooks, plus rich touch entertainment software and massive entertainment games. Appeared by the user's favor.
In the era of innovation, the lack of innovative netbooks for product functions and market positioning can only be the passing of the market. Is the same tragedy happening to tablets today? I hope not. Possible transition path for tablets:
1. The rise of the tablet in the Windows camp
Although the iOS camp's iPads have continued to fall, Windows has been on the rise.
From the operating system's point of view, 65% of tablet devices in the second quarter were equipped with an Android system, with iOS accounting for 26% and others accounting for 9%. However, IDC believes that Android's flat-panel market share is declining, while sales of Windows tablet devices are increasing.
Consumers and companies are looking for productivity-related factors in the tablet field, and hope that the tablet can better solve business or business. This is exactly the advantage of Microsoft. Microsoft's grand strategy is also promoting the integration of PC and mobile. The tablet is just a good product form, combining Microsoft's natural and powerful Office series, and Office 365 in the enterprise service area. As well as the integration of functions and scenarios such as Lync and Skype, the future can be expected.
2. Integration of Android and Chrome OS
The Wall Street Journal cited informed sources that Google is planning to integrate Chrome OS into the Android system. The new "Chrome OS + Android" operating system will be officially released in 2017. The system will support tablet computers as well as desktop and laptop computers in addition to smartphones.
Currently, Android has less competitive advantages than iOS and Windows. However, with Google's integration of its two operating systems (Android and Chrome OS), productivity and functional experience will have a greater improvement. In addition, Google has cultivated for many years in the education market. If the two are integrated, it is possible to usher in an era of harvest. For tablet computers, it is definitely good news.
3, to the "hybrid computer" evolution
The traditional mobile platform tablet, due to being squeezed by large-screen mobile phones and laptops, is similar to smart phones in terms of functional experience, and is no longer a product that users must replace every year.
Afterwards, Apple, etc. also took a certain countermeasure. Apple realized the shortcomings of the traditional iPad, so it began to add an external keyboard, stylus design, hoping that it can change from the "basic tablet" to a more useful "hybrid computer" as a To stimulate the market.
At the other end, in the notebook market, Microsoft and Huawei also began to explore the tablet computer and launched a split-unit to stimulate market sales.
IDC believes that in 2020, “hybrid flat panel†will occupy a one-fifth share of the computer market and become a more mainstream form of PC. To put it simply, the basic tablet has not been able to meet people's needs to some extent, or it is not enough to stimulate users to update frequently. The hybrid product that can replace the notebook may be the future of the tablet market.
From focusing on consumption to pursuing productivity, from monolithic to discrete, from Android, iOS to Windows, and toward the evolution of “hybrid computersâ€, the shape of tablet computers is undergoing tremendous changes.
This article from the Tencent News client from the media, does not represent the views and positions of Tencent News
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