Saturation, Maturation and Consolidation: TBR's Computing Devices Benchmark Webinar

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Information about Saturation, Maturation and Consolidation: TBR's Computing Devices...
Technology

Published on July 22, 2014

Author: TBRMarketing

Source: slideshare.net

Description

The astounding growth rate of smartphone and tablet sales has plummeted from low double digits to high single digits, as is customary in maturing markets. Mobile device growth hit the wall at an alarming rate because adoption of the device grew so fast. At the same time, new products are met with an increasing level of boredom. Smartphones and tablets are good products, but they are only getting slightly better. Increasing sales and boredom with products are making customers change their approach to these devices, and vendors that recognize and address the changes can continue to progress in an increasingly challenging product category. On July 22, Principal Analyst Ezra Gottheil and Analyst Jack Narcotta discussed the causes and effects of this sudden slowdown in growth and made recommendations on what vendors can do in the changed marketplace.

Questions for discussion included:

• What are the winning configurations, and what form factors do they displace?
• Which markets fit these configurations?
• What are buyers looking for, and how will buyer expectations change?

TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. TBR’s Computing Business QuarterlySM Webinar Computing Devices: Saturation, Maturation, Consolidation July 22, 2014

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Ezra Gottheil Principal Analyst, Devices Email: ezra.gottheil@tbri.com Twitter: @egottheil Jack Narcotta Analyst, Devices Email: jack.narcotta@tbri.com Twitter: @JackN_TBR 2

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. PCs and mobile devices settle in for the long term Breaking news – Microsoft, Apple/IBM Two industries PCs return to modest growth Mobile device growth slows New customer behaviors Looking for profits & growth 3

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Recent events Microsoft memo & layoffs IBM/Apple Announcement 4

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. A tale of two businesses Few vendors serve both Some market overlap Mobile devices slowing, PCs recovering Common issues 5 PCs Mobile Devices

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Commercial PCs bounce back PCs are a productivity necessity Longer lifecycle New form factors Includes Windows tablets 6

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Modest PC Recovery Includes ChromeOS Consumers will follow Modest growth Stable margins Consolidation ASP declines 7

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Slowing growth in mobile devices Not a decline, at least not yet Saturation – replacement in mature markets High end purchasers are gone – average prices will fall Emerging markets limited by data plan cost 8

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Maturation - products grow up, often very fast Fewer breakthroughs Good enough is good enough Little differentiation Increasing specialization 9

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Implications for vendors Lower ASPs Lengthening lifecycles The “land rush” is over Margin pressure 10

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. NowThen Saturation and maturation are changing buying behavior Customers seek performance Customers assume performance Price is less important Price is more important Service is secondary Service is primary New features excite customers New features bore customers Customers want to do new things Customers want less trouble Design matters Design matters even more Durability doesn’t matter much Durability matters a lot 11

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. NowThen Vendor strategies must change Win new customers Take customers from competition Satisfy network providers Delight network providers Be an attractive choice Pull customers to network providers Add many new features Add killer features Promote new features Explain value of new feature Build “hero” devices Build specialized devices Emphasize performance Emphasize reliability and durability 12

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Profits and growth Beyond the device Not just “Device as a Service:” • “Service as a Service,” • or just “Service” Closer relationships with customers Things 13

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Things Already here Growing and will grow Industry reaction Winners Challenges 14

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Winning strategy Upside for buyer Downside for buyer A clear path A good story Luck 15

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Ezra Gottheil Principal Analyst, Devices Email: ezra.gottheil@tbri.com Twitter: @egottheil Telephone: 603.758.1853 Jack Narcotta Analyst, Devices Email: jack.narcotta@tbri.com Twitter: @JackN_TBR Telephone: 603.758.1818 TBR Devices Webinar — Webinar Contact Information 16 For additional information on TBR’s research capabilities, please contact: John Spooner James McIlroy Director — Computing Business Practice Vice President of Sales Email: john.spooner@tbri.com Email: mcilroy@tbri.com Telephone:603.929.1166 Telephone:603.929.1166 Twitter: @TBRinc SlideShare: www.slideshare.net/TBR_Market_Insight YouTube: www.youtube.com/user/TBRIChannel LinkedIn: www.linkedin.com/company/technology-business-research

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. PC vendors Handset vendors Tablet vendors Computing Devices Benchmark: Portfolio The Computing Devices Benchmark provides ongoing coverage of PC, tablet and smartphone vendors and their strategies Benchmarked Device Vendors • Amazon • Samsung • ASUS • Motorola • LG • RIM • HTC • Huawei • Nokia • ZTE • HP • Dell • Apple • Toshiba • Panasonic • Acer • Lenovo • Fujitsu Devices • Sony • Microsoft Nonbenchmarked Influencers • Microsoft • Google • Intel • AMD • ARM • Qualcomm • NVIDIA • Broadcom TBR will rank and score the top brand-name device companies and chronicle their interactions with key ecosystem partners that influence the devices business 17 Content Ecosystem

TBR TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc. Computing practice syndicated research coverage Device Benchmark Vendors (Benchmark XLS data is also available) Data Center Benchmark Vendors (Benchmark XLS data is also available) Computing Vendor Coverage • Acer* • Amazon • Apple • Asus* • BlackBerry • Dell • Fujitsu • HP • HTC • Huawei • Lenovo • LG • Motorola* • Nokia* • Panasonic* • Samsung* • Sony • Toshiba • ZTE • Brocade • Bull • Cisco • Dell • EMC • Fujitsu • HDS • HP • Huawei • IBM • Juniper • NEC • NetApp • Oracle • Quantum • Unisys • Acer* • Apple • Asus* • Dell • EMC • Fujitsu • Google • HP • IBM • Intel • Lenovo • Microsoft • NetApp • Samsung* • Sony • Toshiba Corporate IT Buying Behavior & Customer Satisfaction Studies • Desktops • Notebooks • Services and Support • x86-Based Servers • Apple Enterprise PCs* • Cisco UCS* TBR Computing Practice Syndicated Coverage *Semiannual publication 18

TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. About TBR Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and actionable market research and business intelligence in formats that are tailored to clients’ needs. Our analysts are available to further address client-specific issues or information needs on an inquiry or proprietary consulting basis. TBR has been empowering corporate decision makers since 1996. To learn how our analysts can address your unique business needs, please visit our website or contact us today. Contact Us 1.603.929.1166 info@tbri.com www.tbri.com 11 Merrill Drive Hampton, NH 03842 USA This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology Business Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected and supplied for the sole use of the recipient. Contact ©Technology Business Research, Inc. for permission to reproduce.

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