By Marcus Leach
Despite mounting competition from other operating systems, Apple’s iPhone Operating System (iOS) will continue to own the majority of the worldwide media tablet market through until 2015, according to Gartner, Inc.
Due to the success of Apple’s iPad, iOS will account for 69 percent of media tablet operating systems (OS) in 2011, and represent 47 percent of the media tablet market in 2015.
Gartner analysts said that Apple iPad did to the tablet PC market what the iPhone did to the smartphone market: re-invented it. A media tablet is not just a different form factor to perform the same tasks that can be done on a PC. Tablets deliver a richer experience around content consumption, thanks to the ecosystem they support. The richer the ecosystem, the stronger the pull for consumers.
“Seeing the response from both consumers and enterprises to the iPad, many vendors are trying to compete by first delivering on hardware and then trying to leverage the platform ecosystem,” said Carolina Milanesi, research vice president at Gartner.
“Many, however, are making the same mistake that was made in the first response wave to the iPhone, as they are prioritizing hardware features over applications, services and overall user experience. Tablets will be much more dependent on the latter than smartphones have been, and the sooner vendors realize that the better chance they have to compete head-to-head with Apple.”
Google’s Android OS is forecast to increase its worldwide share of the media tablet market from 20 percent in 2011 to 39 percent in 2015. Analysts said Google’s decision not to open up the Honeycomb, its first OS version dedicated to tablets, to third parties will prevent fragmentation, but it will also slow the price decline and ultimately cap market share.
“Volume will be driven by support from many players, the ecosystem of applications for tablets getting more competitive and some platform flexibility allowing lower price points,” said Roberta Cozza, principal analyst at Gartner.
“The new licensing model Google has introduced with Honeycomb enables Google to drive more control, allowing only optimal tablet implementations that don’t compromise quality of experience. This might mean that prices will drop at a slower pace than what we have seen in the smartphone market.”