• Michael Weeding

3 Reasons Why You Should Include Windows 8 Tablet as Part of Your Digital Strategy…Now!

As Tablet usage grows digital strategies have quickly evolved to ensure that changes in consumer behaviour have been considered and as a result many applications have been launched or existing ones upgraded to ensure support for Tablet in 2012. When the Windows 8 Tablet is launched in November this has the potential to create a shift in the tablet market, and the challenges Microsoft has had in launching a Tablet in the past should not impact your decision to start planning for Windows 8 Tablet now. Here are 3 points I think are important to consider:

1. Enterprise Tablet Use

Many businesses rely on Windows PC and Windows based applications and a Tablet that runs Windows that when docked becomes a great desktop device provides unique opportunities within the corporate environment. Gartner has predicted that by 2015 enterprise tablets will account for 35% of tablet sales with many tablets being purchased by consumers as part of companies buy/bring your own device programs (BYOD). In 2012 the iPad accounted for 97.3% of tablets activated by enterprise users according to Good Technology, and with the iPad having limited applications within the office you would expect that a large percentage of this market could move to a tablet that runs on Windows.

2. Android Sales are Below Expectations

Apple dominated tablet sales in the first quarter of this year and Android market share dropped to 32% according to International Data Corporation (IDC). Android sales are below forecast and if this does not improve hardware makers could be looking for alternatives. The prospect of shipping a tablet that comes ready to operate Windows is an attractive alternative that cannot be offered by iOS or Android tablets and as a result you could expect to see Microsoft’s many hardware providers launching some exciting new tablets, with big expectations on Nokia. Microsoft’s Surface Tablet has already been positioned as an effective replacement for the traditional Windows PC.

3. Enterprise App Developers are Souring on Android

Android has not done much to support enterprise App development and as a result over 50% of respondents in a recent IDC report think Apple will win in the enterprise. Scott Ellison, VP of Mobile & Consumer Connected Platforms at IDC, noted that enterprise App developers are souring on Android because there is “too much fragmentation, too much malware and a sense that Apple is better suited to the enterprise”. If Microsoft can make it easy to port PC-based Windows software to Windows tablets and smartphones then the opportunity to take considerable market share off Android devices is a real possibility.

Microsoft has designed an innovative operating system suitable for tablets. The biggest challenge now for Windows Surface and Windows 8 Tablets will be price, while we would not expect to see a lower price point than the iPad it will need to compare to the Windows PC it is meant to replace. If they get that right then expect to see many more of your consumers interacting with your business through a Windows 8 Tablet. The question now is what are you doing to prepare your organisation for this potential change?


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