After Failing In The PC Market,Samsung Is now Having A Crack At Trying To Strip Share Away From Apple With Two New Tablets.

Written by David Richards     13/06/2014 | 16:59 | Category: NOTEBOOKS & TABLETS

Samsung who failed to make it in the PC market, is now taking a stab at trying to dig out further market share at the premium end of the tablet market which is dominated by Apple.

After Failing In The PC Market,Samsung Is now Having A Crack At Trying To Strip Share Away From Apple With Two New Tablets.

At an event in New York today the Korean Company launched two all new Galaxy Tab S tablets that are designed to lure disaffected iPad users over to Samsung. 

Samsung said that the 8.4 and 10.5 inch devices are thinner and lighter than their iPad equivalents, and will incorporate new eight-core computer chips, fingerprint scanners, and larger, high-resolution screens.

According to the latest research from Strategy Analytics, global tablet shipments reached 56.7 million units in the first quarter of 2014.  In the first quarter of 2014 Samsung grew market share in the tablet market however Apple still holds 50% of the value market despite Samsung having some of the most expensive Android tablets sold today.

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Scott Browning the Marketing Director at JB Hi Fi one of the biggest seller of iPads and Samsung Android tablets said that he was uncertain as to whether Samsung will strip additional market share away from Apple.

"Samsung is big on flashy events and PR but at the end of the day you need substance and sometimes this is lacking". 

"There are consumers who don''t want Apple and Samsung is growing market share in this space" he said.

Browning said it was only 12 months ago that Apple was doing a song and dance act about their PC''s "but where are they today, out of the market". 

He along with several analysts that SmartHouse has spoken to have said that Samsung tablets are expensive and that they expect these new tablets to "not be cheap". 

Samsung is trying to position the Tab S as a high-end tablet with an emphasis on entertainment and consumption, the only problem is that consumers looking for an entertainment tablet are according to Strategy Analytics still buying an iPad. 

They also predict that the new Samsung tablets will come under pressure from new Apple iPads due to be released later this year with new high resolution screens. These tablets are tipped to also be lighter and will feature new software an area where Samsung is trying to take an each way between their own OS and Android.  


Samsung said that the new Galaxy Tab S has a high-res Super AMOLED display with 2,560 x 1,600 resolution and that their screen technology gives better colour and deeper contrast. They also claim that despite having a brighter display screen the device uses less power than the LCD displays of the current model. 

It was only four months ago that Samsung was spruiking the power saving capability of their current model tablets. 

To optimize the viewing experience, Samsung equipped the Tab S with an adaptive display, which will change the white balance of the tablet based on the ambient light. The screen also has less reflectivity in bright sunlight.

Samsung has also announced that the Galaxy Tab S will feature its own magazine platform called Papergarden. 

The company also announced partnerships with Conde Nast, Marvel Comics National Geographic, who both said they would bring titles to Papergarden, complete with interactive features. There was no mention of whether the devices will have local content or whether consumers will be charged for content. 

Both Tab S tablets are just 6.6mm thin, or 0.26 inch which is thinner than the iPad Air. The weight is 465g for the 10" model and 294g for the 8" model. Both sizes come in white and bronze, and Samsung is offering optional covers as well as a keyboard.

Peter King, Director of Tablets at Strategy Analytics, said, "Despite Apple iPad shipments (sell-in) declining 16 percent against Q1 last year, Apple still holds 50 percent of the value share in Q1 2014, in fact it increased its wholesale average selling price (ASP) by 5 percent from the previous quarter." King added.

Samsung sources have said that Samsung''s tablet market share in the United States is "hovering around 13 percent, well below Apple''s 50 percent. 

Research Group IDC also said recently that it lowered its sales estimate for tablets for the year 2014, to 245.4 million units, down from 260.9 million previously. The new prediction would mean that 2014 tablet sales would grow just 12 percent year over year, compared with 51.8 percent in 2013.

Why the gloomier forecast? IDC cited two factors -- competition from other devices and consumers who hang onto their existing tablets longer. Specifically, higher demand for big-screened smartphones, aka phablets, is cutting into the sales action of tablets, according to IDC.

In the first quarter of 2014, the phablet. 

share of total smartphone shipments more than doubled to 10.5 percent from 4.3 percent in the same quarter last year. Recently research firm NPD released a rep

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