Windows doubles global tablet shipments

Industry analysts Strategy Analytics have revealed that shipments of Windows based tablets in Q2 2015 were almost double the number they were a year ago.

This is an especially impressive achievement considering the total tablet market declined by 3% to 50.8 million units. SA puts Windows share for the quarter at 9%, meaning it will have shipped in the region of 4.5 million tablets. Equally poignant is Apple’s continued decline to an all-time low market share of 21%, for which the launch of the oversized iPhone 6+ is partly culpable.

“Apple’s fortunes will turn around soon as it will launch the 12.9-inch iPad Pro as well as an iPad mini 4 in Q4 2015,” said SA’s Peter King. “New features in iOS 9, which are exclusive to iPad such as multi-tasking and a more convenient soft keyboard, will also help compel upgrades by owners of older iPad models. Meanwhile, Huawei and LG have posted fantastic growth primarily due to well-executed 3G and LTE connected Tablet strategies.”

“Windows share continues to improve as more models become available from traditional PC vendors, White Label vendors, and Microsoft itself though a healthy Surface lineup and distribution expansion,” said SA’s Eric Smith. “The key going forward will be if the coming wave of 2-in-1 Detachable Tablets is a hit with consumers or if they go the way of the Netbook – we remain cautiously optimistic on this point.”

SA has clearly had a busy week, with another report revealing Intel is performing strongly in the tablet applications processor market, thanks mainly to Android but no doubt helped by Windows’s strength. “Intel maintained its top spot in the non-Apple tablet AP market in unit terms in Q1 2015,” said SA’s Sravan Kundojjala. “Strategy Analytics estimate Android-based tablets accounted for over 70 percent of Intel’s total tablet AP shipments in Q1 2015. We expect Intel’s Atom X3 cellular tablet chip product line to help Intel maintain its momentum in the tablet AP market.”

The company is also flagging up the growing role of Equipment Instalment Plans (EIPs) in the acquisition of devices. While forecasting that mobile data subscriptions for tablets will double over the next six years, SA notes that EIPs and lease arrangements have overtaken subsidies to account for the majority of postpaid device activations in the US.

“With fewer subsidies, EIPs and lease plans put more device selection choice back in the hands of consumers,” said SA’s Phil Kendall. “Device vendors should be aware of the risk of polarization of device portfolios in EIP markets and, more importantly, work on clear messages about the benefits of their models and their specific device features as customers are weaned off chasing subsidies in the market.”

Global Tablet Shipments and Market Share in Q2 2015 (preliminary)