Tablets are one of the fastest technology devices in terms of reaching threshold adoption volumes even though the number is miniscule in Indian perspective.

This study examines the tablet from a convergence viewshot and examines the niche that it has created as a media consumption device. Furthermore, its also analyses how the tablet features dictate the marketing proposition – whether be media tabs, gaming tabs or tabs as a mobility device (mostly used for enterprises).

Tablets: Understanding usage and Target segments

Defining Convergence

Intuitive user interface, large screen, probability and instant access to digital content makes Tablet an ideal consumption device

Tablets: Consumption Niche

Primarily being a consumption device, Tablets will co-exist with both mobile phones and computers

Primary Communication Device Basic Voice Communication to sophisticated Smartphone

Highly portable, Highly capable but short on display

Primary Computing / Creation Device Basic creation to sophisticated computing

Highly capable, but, primary interface is a keyword

Primary Consumption Device Basic creation of heavy duty consumption

Highly portable, excellent via media for everyday task due to touch Interface, instant on, long battery life. Work + Entertainment for

all situations

Laptop/ Netbook Vs Smartphone Vs Tablet

Devices Laptops Smartphone Tablet

Probability / Mobility

50% 100% 75%

Large Screen media capability

100% 50% 75%

User Experience 50% 75% 100%

Tablets provides a unique blend of mobility, large screen media capabilities and a great user experience

Did you know?

In 2011, nearly 5% of all internet traffic from global markets come from non-computer.

Mobile phones are responsible for two-third of that traffic and a majority of the reminder is attributed to tablets – Source : Litmus

Convergence on the device: Tablets

T A B L E T S

Progression of Features & Proposition

•Chart Shows the feature progression and how features clusters are leveraged to form a Tablet proposition •Gaming, Media,

Mobility are the key propositions basis the Tablet features and specifications

While tablets have only presented a small percentage of the global and Indian markets so far, they are poised to become a significant platform in the near future, especially as higher

capabilities breach lower price points

Thank You!

Rahul Shinde