While tablet sales in the consumer market are deader than Steve Jobs, corporates can find a use for the bigger models.
IDC predicted that because of the mobility attractions of the hardware tablets will be a key investment for firms undergoing digital transformation next year.
Premium devices drove tablet growth in the third quarter, with IDC recording a 13.1 percent increase year-on-year in the commercial sector. Overall there were 8.2 million tablets shipped in Western Europe in Q3, which represented a 6.7 percent decline on the same period last year.
Although volumes are dropping the unit value has held firm, which has offset the impact of the declines, as more customers pay for higher quality products. The share of detachables in Western Europe priced above €600 increased from 26.5 percent in 3Q15 to 52.2 percent a year later.
Daniel Goncalves, research analyst, IDC Western European personal computing, said that detachables are proving to be particularly attractive to firms, particularly those with the performance and security to meet enterprise standards, are continuously gaining traction and this is boosting demand for premium devices.
“Surface Pro and iPad Pro success comes from them being a notebook replacement, as well as the quality of the devices. The devices are increasingly adopted across consumer and commercial segments, and while in the consumer segment both appeal to the ‘prosumer’ user, in commercial the adoption varies depending on the activities of the end user. iPad Pro is more popular for creative types of jobs, whereas Surface is more likely to be adopted by top executives, partly due to Windows’ strong legacy in enterprise.”
Apple, Samsung and Lenovo dominate the market but Amazon has seen its unit growth increase year on year by 166.5 per cent thanks to the very competitive pricing of its Kindle tablet range.