ABOUT THIS REPORT

By 2014 Apple’s iPad business will be worth over $17 billion. By way of comparison, the worldwide smartphone market will be worth $ 65 billion by 2014 while the Portable PC market will be worth $195 billion. Worldwide shipments of Dedicated eReaders - products like Sony’s eReader and the Amazon’ Kindle - will reach 7.2 million units in 2014, down from a high of 10.4 million units in 2012. Meanwhile, worldwide shipments of Media Tablets will soar from 7.1 million units in 2010 to over 64 million units in 2014. This new 112-page market report explains why these changes will occur in eight fact-filled chapters:

• Report Highlights
• Executive Summary
• Background: Apple
• iPad Review
• Market Analysis
• Market Data and Forecasts
• Executive Interviews: AMD, Acer and Simon and Schuster
• Methodology

This 112-page market study explains not only how large Apple’s iPad business will become, and why, but also analyses how the iPad and its soon-to-arrive competitors will  affect  related computing markets, such as Desktop and Notebook PCs, Ultraportable and Ultrathin Notebook PCs, Netbooks, Dedicated e-Readers and Smartphones.

KEY BENEFITS
 
You will derive the following benefits from this insightful report:

• Obtain access to worldwide forecasts from 2010 to 2014 for the iPad (unit shipments, average selling price and revenues);
   
• Obtain access to regional forecasts from 2010 to 2014 for shipments of Media Tablets;
   
• Compare these  forecasts with equivalent worldwide forecasts for five important related markets: Desktop PCs, Notebook PCs, Netbooks, Dedicated eReaders and Smartphones;
   
• Benefit from an analysis of the how the arrival of the iPad, as well as a raft of competing Media Tablets, will trigger a number of cannibalization mechanisms in the portable computing market. Find out which markets are at risk, and which will be safe;
   
• Understand the true significance of Apple’s applications strategy and what impact this will have on the portable computing market;
   
• Understand the reasons why Apple has been able to increase revenues by over 570% in eight years and also learn how strongly positioned the company is in the Media Tablet market;
   
• Discover what Apple’s share of the Media Tablet market will be;
   
• Gain deep market insight by reading three verbatim transcripts of interviews with executives who are working at the coal face of the portable computing and publishing industries (AMD, Acer and Simon and Schuster);
   
• Quickly understand the iPad’s strengths and weaknesses by reading the ‘User Experience’ section of the report which quickly provides you with what you need to know;
   
• Understand the proportion of portable computing use cases that can be served by the iPad and pinpoint those use cases that cannot be served by the iPad;
   
• Understand why the portable computing market is about to enter a new phase in its growth and learn about the profile of the two most important consumer segments in the portable computing in the coming years.

TABLE OF CONTENTS - SUMMARY

MARKET DEFINITION
   Media Tablets
   Applications
APPLE
   Corporate Growth
   Basis for Growth
   Case Study: iPhone and AppStore
iPad REVIEW
   Device Specifications
   Product Variants and Pricing
   User Experience
   Market Positioning
   Cannibalization Mechanisms: Related Markets
   Market Projections
MARKET ANALYSIS
   Portable Computing; Background
   Development of the Portable Computing Market
      Emergence of Web 2.0
      Emergence of Client Applications
   New User Groups: Market Segments
   Implications
MARKET DATA AND FORECASTS
   Markets Covered
      Desktop PCs
      Notebook PCs
      Ultraportable PCs
      Ultrathin PCs
      Media Tablets
      Smartphones
      Dedicated eReaders
      Apple iPad
   Metrics Forecasted
      Unit Shipments
      Average Selling Price
      Revenues
Regional Shipments: Media Tablets
      North America
      Asia Pacific (ASP)
      Europe, Middle East and Africa (EMEA)
      Latin America (LATAM)
EXECUTIVE INTERVIEWS
   AMD (Manufacturer of Semiconductor Chips for Portable PCs)
   SIMON & SCHUSTER (Book Publisher)
   ACER (Portable Computer Manufacturer and a Leading Netbook Vendor)
APPENDIX
   Methodology
   About the Authors

NOTE: Scroll down to the bottom of this page and click the blue ‘view contents’ button to see a detailed table of contents.

LIST OF FIGURES – SUMMARY

Figure 1: Differences between the Browser and Application-based -based web Models and the
 
Figure 2: Worldwide Revenues of Apple Product Lines from 2001 to 2009
 
Figure 3: Apple Platform Model
 
Figure 4: Wired Magazine – iPad Application
 
Figure 5: Wired Magazine iPad App (Navigation ‘Scrubber’)
 
Figure 6: Interactive Ad Example: Head and Shoulders
 
Figure 7: Interactive Ad Example: BMW
 
Figure 8: New York Times iPad App – Touch Menu
 
Figure 9: iPad Version of the First Person Shooter Game (Nova)
 
Figure 10: iPad Version of the Driving Game (EA)
 
Figure 11: ‘Need for Speed’ iPad App
 
Figure 12: Apple iPad Keyboard Dock
 
Figure 13: Apple iPad Email Application
 
Figure 14: Apple iPad Calendar Application
 
Figure 15: iPad Market Positioning (Performance vs. Portability)
 
Figure 16: Market Segmentation by Use Cases
 
Figure 17: Worldwide Mobile Handset Shipments (Smartphones and Non-smartphones): 2010 to 2014
 
Figure 18: Worldwide PC Shipments (Desktop PCs and Portable PCs): 2010 to 2014
 
Figure 19: Worldwide Portable PC Shipments (Notebooks and Netbooks): 2010 to 2014
 
Figure 20: Worldwide Shipments of Media Tablets (Apple and Other Vendors): 2010 to 2014
 
Figure 21: Worldwide Shipments of Dedicated e-Readers: 2010 to 2014

Figure 22: Worldwide ASP (Desktop PCs and Portable PCs): 2010 to 2014
 
Figure 23: Worldwide ASP (Smartphones and Non-Smartphones): 2010 to 2014
 
Figure 24: Worldwide ASP for Media Tablets (Apple and Average of other Vendors): 2010 to 2014
 
Figure 25: Comparative Worldwide ASPs: 2010 to 2014
 
Figure 26: Worldwide Revenues (Smartphones and Non-Smartphones): 2010 to 2014
 
Figure 27: Worldwide Revenues (Desktop PCs and Portable PCs): 2010 to 2014
 
Figure 28: Worldwide Revenues for Media Tablets (Apple iPad and Other Vendors): 2010 to 2014
 
Figure 29: Comparative Worldwide Revenues: 2010 to 2014
 
Figure 30: Worldwide Shipments of Media Tablets (North America, EMEA, Asia Pacific and LATAM): 2010 to 2014
 
Figure 31: Worldwide Shipments of Media Tablets: Percentage Contributions of North America, EMEA, Asia Pacific and LATAM: 2010 to 2014
 
Figure 32: Apple iPad: Worldwide Annual Shipments from 2010 to 2014
 
Figure 33: Apple iPad: Worldwide Average Selling Price from 2010 to 2014
 
Figure 34: Apple iPad: Worldwide Revenues in from 2010 to 2014
 
Figure 38: Adoption Model Used by Generator to Forecast Technology-based Markets