Samsung Tablet Shares Gain While Apple & Amazon Lose; Only 900k Surface Tabs Shipped

Discussion in 'Surface Forum Site News' started by dgstorm, Jan 31, 2013.

  1. dgstorm

    dgstorm Editor in Chief

    Jun 19, 2012
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    Sometimes we just have to share some "not-so-great" news, and now is one of those moments. Near the end of this story we found some some current stats on shipments of the Surface RT, and they don't look pretty. Here's the full story:

    According to a new study by market analyst firm IDC, the 4th quarter of last year showed some shifting trends in the tablet marketplace. Their study was based upon estimated shipments and not actual retail sales, but should offer a decent picture nonetheless. First, the total tablet industry gained traction and shipped 52.5 million units worldwide. This was year over year growth of 75.3% in 4Q12 (up from 29.9 million units in 4Q11) and increased 74.3% from the previous quarter’s total of 30.1 million units.

    Next, we find that Samsung's marketshare growth out-paced both Apple and Amazon, who actually saw market-share growth declines. Specifically, Apple dropped to 43.6% marketshare in the fourth quarter last year from 51.7% in the same quarter the previous year. Amazon’s tablet share dropped from 15.9% to 11.5% from the previous year. Conversely, Samsung's share grew from just 7.3% to 15.1%.

    It's important to note that even though Apple's total marketshare declined, they still saw shipment growth. Apple’s iPad shipments jumped 48.1% to 22.9 million units from 15.1 million, and Samsung’s shipments skyrocketed 263% to 7.9 million tablets from 2.2 million. Asus, the makers of the Google Nexus 7, also saw phenomenal growth. Their marketshare shot up from 2% to 5.8%.

    Finally, Microsoft's Surface RT shipments were less than spectacular. Estimates peg total shipments to, at most, 900,000 units.

    Here's the full press release below,

  2. magicrobots

    magicrobots New Member

    Jan 16, 2013
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    Yeah, it's definitely not a well selling product. I'm hoping that interest will pick up when developers finally start releasing some quality apps for the platform ... if that ever happens.
  3. J515OP

    J515OP Super Moderator

    Jun 19, 2012
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    Northern CA
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    This doesn't necessarily seem that bad to me.

    Apple is credited with creating the current tablet market and is well known to move a lot of product. Not only do they have the marketing down but also the supply chain and retail channels. They shipped 22.9 million units of a 4th generation tablet plus a new tablet (iPad Mini) in 4Q12.

    Samsung is widely credited with taking ever larger chunks out of Apple. They have a wide range of tablets with multiple generations under their belt, including a co-branded effort with Google (assuming the Nexus 10 counts as Samsung shipments). They shipped 7.9 million units in the quarter but just one year earlier that was only 2.2 million. Even accounting for the overall tablet market growth this is good improvement for Samsung from where they started.

    Microsoft only had one first generation tablet available and for only 2/3 or the 4Q12. MS also lacks the supply chain and retail efficiency of Samsung and Apple and had severely limited retail options for more than half of the time it was on sale (more than 1/3 of the quarter).

    A little basic math says 900,000 / 2 = 450,000 units per month on average. Extrapolate for a full quarter (3 months) and you get 450,000 * 3 = 1.35 million units. This doesn't even take into consideration the retail limitations and should be fairly conservative.

    Now compare Microsoft's conservative full quarter shipment number of 1.35 million against Samsung's 4Q11 shipment of 2.2 million and things don't look so bad. Now also consider the fact that there is only one model, it is a first generation device and it had a very small retail presence. It may not be the 2-4 million that has been speculated as MS's target numbers for 4Q12 but the numbers don't look that bad to me in analysis and would technically place them in the top 5 on the chart above bumping Barnes & Noble.


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