THIS POST WAS GIVEN BY :
Ashwin Sreekumar Nair
MySmartPrice Technology Ventures Pvt Ltd
Samsung's Lackluster Year With The Tablet
Last week at the Mobile World Congress, Samsung’s executive Vice President, Hankil Yoon, admitted that the Korean tech giant was not doing well in terms of tablet sales. Since the launch of Apple’s iPad, which has been deemed as a killer, each new tablet that is introduced in the market is curiously eyed, wondering if it will knock down the iPad.
When Yoon was questioned about their strategy to stay ahead of the game, he replied that it was necessary to kill your products, in order to survive in this competitive market.
Although Samsung is successfully dominating the Android phone arena, it fails to do so with its tablets.
One reason could be that so many versions of the Tablet have been released within the space of one year, such as the Galaxy Tab 8.9 and 7.0. Consumers are either confused about which version works best, and most importantly, they are probably not aware of which Samsung product goes along with their Galaxy Tab.
Kevin Packingham, Senior Vice President of Product Innovation, stated that with the release of so many versions of the tablet, Samsung was basically experimenting with what works. After all, they are attempting to take down an industry giant!
Another reason behind Samsung’s lackluster year in Tablet sales is the huge fan following of Apple. For instance, in the fourth quarter, Samsung reported 2.1 million Samsung tablet sales, whereas Apple had 15.4 million in sales. Even though Samsung Tablets have better built in technology and features, people usually report a user friendly experience with Apple. Clearly, consumers are not that faltered by Apple’s cost, even though Samsung tablets are much more affordable.
Finally, let’s not ignore other Tablet contenders such as Micromax and Amazon. Even though Samsung tablets are doing moderately well in Europe, sales in India are definitely hampered because of Micromax. As the 12th largest tech industry in the world, Micromax tablets are reigning in India. Factors such as sleek design, low cost, and simplicity can be attributed to this company’s success.
If Samsung is really pushing to take over the Tablet market, it needs to attempt better marketing strategies, especially regarding the Samsung tablet experience. Consumers are just too confused about all the Galaxy Tab versions and what products will be most beneficial to them.
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Ashwin Sreekumar Nair
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