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The Media Tablet Market beyond Samsung and Apple

Apple and Samsung have led the market substantially since the inception of media tablets. However, the race for third place is still undecided and competition is heating up between Lenovo, Amazon, ASUS, and other emerging vendors.

The aggressive nature of the media tablet market and substantial increase in emerging vendors has created a stall for leaders in the market giving PC OEMs the opportunity to close the gap between leaders and followers.

According to the latest market study by ABI Research, emerging vendors are forecast to experience a CAGR of 22.8 percent between 2014 and 2019.

With third place up for grabs, Lenovo is working to gain ground in the market, and in 2019 is expected to ship 21 million tablets, attaining 7.3 percent of the overall market. This forecast momentum and growth would land Lenovo solidly in third place.

During 2013, the tablet market exploded with new devices that overwhelmed consumers with a multitude of choices. Leading tablet vendors quickly dominated the market, but are now feeling the squeeze and quickly losing market share control.

Between 1Q 2014 and 2Q 2014, Samsung experienced a 35 percent decline, and Apple a 19 percent decline in growth.

In 1Q 2014, Samsung and Apple made up 72 percent of the overall tablet market, but in 2Q 2014, their combined market share dropped to 66 percent and Samsung alone lost 8.8 percent of the market.

"The questionable need and longer lifecycle of tablets is creating a stall in advanced and mature markets," says Stephanie Van Vactor, research analyst at ABI Research.

This stall is giving other vendors the opportunity to close the prominent gap and claim third place. ABI believes that the dent emerging vendors are creating in the market is impressive, but continuing that success is going to be the real challenge.

Emerging PC OEMs and fast followers from China and Taiwan are entering a mature market with intense price competition and established vendors offering expansive services and applications.

But the overall market is evolving. Driving success requires a planned implementation strategy that offers end-users a full solution package.

To be successful in this market, mobile and smart devices need to engage, offer services, solutions, and an entire experience to its users. Vendors need to focus on creating brand loyalty, by targeting a specific niche and offering an entire solution packages to those end-users.

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