Clear Sign of Saturation: 20% Seasonal Decline in CEE Tablet Market


Reading time ( words)

CEEE_Tablet.jpgTablet shipments in Central and Eastern Europe (CEE) fell by 21.4% in the second quarter of 2015 compared to the same quarter in the previous year, to 2.8 million units shipped, according to the Europe, the Middle East and Africa (EMEA) Quarterly Tablet Tracker published by International Data Corporation (IDC). The greatest year-on-year volume decline was posted in the 2-in-1 segment (devices with a detachable screen/keyboard), which contracted 38.6%. Although the share of 2-in-1s in the overall tablet market held steady in the 2-3% range, the form factor is destined to grow gradually in the forthcoming years and cannibalize some notebook share.

Average selling prices in CEE also dropped by 21.9% year on year in Q2 2015, which is consistent with the trend of recent years (average year-on-year decline of around 25%).

“The CEE tablet market shows clear signs of saturation and the proportion of seasonality to the trend adds to the evidence,” says Jiří Teršel, senior research analyst for the tablet market with IDC CEMA.

Tablet Vendor Highlights

Lenovo, after a not-so-successful Q1 2015, regained the leading position with market share of 16.8%, reflecting share growth of 2.8 percentage points in one quarter based on shipments of 480,000 devices. In the last few years, Lenovo’s performance is increasingly contraposed by that of rival Samsung — their joint market share was 32.7% in Q2 2015, up from 26.9% the year before and 20.1% in Q2 2013.

Samsung came second, closely after Lenovo, with 450,000 units shipped to CEE channels in Q2 2015. Historically Lenovo’s clearest competitor, the vendor gained 3.2 percentage points of market share year on year, thus capturing 15.9% of the combined tablet and 2-in-1 market.

Apple saw its market share descend to a mere 5.0% of the CEE market. Due to a difficult and volatile situation in Russia, demand for iPads in Russia was roughly half of that in the Czech Republic. Interestingly, the Czech market accounted for about one quarter of Apple’s tablet devices sold in CEE in Q2 2015. This is evidence of the economic situation in Russia and relative strength of the U.S. dollar.

ASUS shipped 110,000 tablets and 2-in-1s to the CEE market, giving the vendor a 3.9% market share. In volume terms, the vendor is about 30,000 units behind Apple; in value terms, however, ASUS earned about one third of what Apple did in Q2 2015.

Digma is the newcomer to the top five tablet vendors on the CEE market. Without question the cheapest of the top-selling brands, Digma shipped 100,000 devices and accounted for 3.5% market share. The vendor focuses on the low-end of the tablet market, with 80% of its devices shipped in Q2 2015 having a screen size less than 9 inches.

“Tough competition among vendors, steadily declining prices, and efficient mass production, all contribute to a deflationary market. Consumers benefit from new technologies that offer new options for work, education, and leisure. Likewise, some companies have adjusted their business models to maximize profits from these new technologies, while others are yet to make full use of their potential,” notes Teršel.

 

About IDC Trackers

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad. The IDC Tracker Chart app is also available for Android Phones and Android Tablets.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and events company.

 

Share

Print


Suggested Items

My View from CES 2021: Day 1

01/12/2021 | Dan Feinberg, Technology Editor, I-Connect007
What a difference a year makes. One year ago, those of us who cover and attend CES were going from one press conference to the next; this year, we are at home going from link to link. Confusing and challenging, yes, but there are some advantages: no masks, only five steps to get to a restroom, being able to have three of four events or more displaying on your screens at the same time and being able to download press kits as needed. So far, many new devices are being introduced, but of course, they are all online, so you wonder if some of them really exist or are truly operational as yet.

CES 2021: Just How Different Will It Be?

01/11/2021 | Dan Feinberg, I-Connect007
CES 2021 starts today and this year there is no need for an overpriced hotel room in Vegas, no long lines to get a taxi or board a bus, and no crowded exhibit halls (one good thing this year). On the other hand, you must decide ahead of time what you want to see and make a reservation or appointment if you wish to have time and access assured.

CES 2020: The Intelligence of Things

01/06/2020 | Nolan Johnson, I-Connect007
Show week for CES 2020 starts well ahead of the actual exhibition dates because it is huge. The organizers of CES state that there are more than 4,400 exhibiting companies and nearly three million net square feet of exhibit space. On the floor, you can find 307 of the 2018 Fortune Global 500 companies. Over the week, I-Connect007 Editors Dan Feinberg and Nolan Johnson will bring you some of the most interesting news, products, and announcements from 5G to IoT, semiconductor developments, autonomous vehicle technology, interconnect, fabrication materials, and much more.



Copyright © 2021 I-Connect007. All rights reserved.