Tablets and Smart Devices: Forecast for Media and Broadcast
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Introduction
This report presents Ovum's forecast for growth in the tablet and smart device market, with detailed analysis of growth scenarios by platform (iOS, Android, RIM and others). This research is specifically contextualized for the media and broadcast industries, as the tablet channel emerges as a critical distribution and control interface for web video.
Features and benefits
Ovum predicts that annual tablet and smart device shipments will reach 150 million units by 2015. This figure includes all devices based on a named set of "light" operating systems including Apple iOS, Google Android (and potentially Chrome OS), BlackBerry Tablet OS, MeeGo, and HP/Palm webOS.Android devices will be represented in a broad range of price points, form factors, and retail channels, which will give Android around 10% market share in 2010, rising through the forecast period to 36% by 2015 driven by serious engagement from tier-1 and smaller device vendors.The BlackBerry PlayBook tablet will be the first serious non-iOS, non-Android contender to emerge, running a new OS based on QNX. RIM’s strategy is to push the PlayBook to its enterprise customer base, while also making it available to consumers. Ovum’s view is that BlackBerry Tablet OS will find a stable niche among its core enterprise customers a
Your key questions answered
Introduction
This report presents Ovum's forecast for growth in the tablet and smart device market, with detailed analysis of growth scenarios by platform (iOS, Android, RIM and others). This research is specifically contextualized for the media and broadcast industries, as the tablet channel emerges as a critical distribution and control interface for web video.
Features and benefits
- Forecasts for growth in the installed base of tablets by platform and by region.
- Best practice strategy for the publishers, broadcasters, and advertisers looking to exploit the tablet distribution channel.
- Technical delivery requirements for channel programmers looking to include tablets as part of their on-demand multi-screen strategy.
Ovum predicts that annual tablet and smart device shipments will reach 150 million units by 2015. This figure includes all devices based on a named set of "light" operating systems including Apple iOS, Google Android (and potentially Chrome OS), BlackBerry Tablet OS, MeeGo, and HP/Palm webOS.Android devices will be represented in a broad range of price points, form factors, and retail channels, which will give Android around 10% market share in 2010, rising through the forecast period to 36% by 2015 driven by serious engagement from tier-1 and smaller device vendors.The BlackBerry PlayBook tablet will be the first serious non-iOS, non-Android contender to emerge, running a new OS based on QNX. RIM’s strategy is to push the PlayBook to its enterprise customer base, while also making it available to consumers. Ovum’s view is that BlackBerry Tablet OS will find a stable niche among its core enterprise customers a
Your key questions answered
- What will the tablet and smart device landscape look like in 2015?
- How does the growth in the tablet market create opportunities for new revenues for news and magazine publishing and broadcasters?
- What are the scenarios driving the underlying growth of the tablet market by platform?
SUMMARY
Catalyst
Ovum view
Key messages
Annual tablet and smart device shipments to reach 150 million by 2015
Apple iOS and Google are the platforms most likely to dominate
These devices represent both an opportunity and a threat to the broadcast and media industries
Tablet strategy must extend to a broader digital strategy – tactical gestures are not enough
FORECAST
Tablet and smart device shipments to reach 150m units in 2015
Asia-Pacific region to capture 35% of the market by 2015
iPad to dominate market share until 2013
FORECAST MARKET SCENARIO
Tablets and smart devices to catalyze a shift in consumer behavior
Apple to dominate tablet/tablet and smart device shipments in 2011
Android devices to emerge in late 2010
Other platforms
DEVICE CAPABILITIES
Cross-platform capabilities are key for media and broadcast content and application deployment
Key capabilities for 2011
WALLED-GARDEN STRATEGIES ON OPEN PLATFORMS
E-readers share a form factor with tablets, but the proposition is very different
Amazon Kindle
Barnes and Noble NookColor
E-readers with their own application strategy and SDK
TABLET MARKET IMPACT ON DIGITAL STRATEGY
Tablet strategy should express a broader digital strategy
Get the digital strategy right, and address the total market
Broadcasters and film/TV producers
Music industry
Print publishers
APPENDIX
Definitions
Smart device
E-reader
Further reading
Methodology
Author
Ovum Consulting
Disclaimer
Catalyst
Ovum view
Key messages
Annual tablet and smart device shipments to reach 150 million by 2015
Apple iOS and Google are the platforms most likely to dominate
These devices represent both an opportunity and a threat to the broadcast and media industries
Tablet strategy must extend to a broader digital strategy – tactical gestures are not enough
FORECAST
Tablet and smart device shipments to reach 150m units in 2015
Asia-Pacific region to capture 35% of the market by 2015
iPad to dominate market share until 2013
FORECAST MARKET SCENARIO
Tablets and smart devices to catalyze a shift in consumer behavior
Apple to dominate tablet/tablet and smart device shipments in 2011
Android devices to emerge in late 2010
Other platforms
DEVICE CAPABILITIES
Cross-platform capabilities are key for media and broadcast content and application deployment
Key capabilities for 2011
WALLED-GARDEN STRATEGIES ON OPEN PLATFORMS
E-readers share a form factor with tablets, but the proposition is very different
Amazon Kindle
Barnes and Noble NookColor
E-readers with their own application strategy and SDK
TABLET MARKET IMPACT ON DIGITAL STRATEGY
Tablet strategy should express a broader digital strategy
Get the digital strategy right, and address the total market
Broadcasters and film/TV producers
Music industry
Print publishers
APPENDIX
Definitions
Smart device
E-reader
Further reading
Methodology
Author
Ovum Consulting
Disclaimer
