After six years at Forrester, Alexander Hesse has decided to leave Forrester to take on a new challenge in a different field. It's always a sad day when you lose a respected colleague and I wish Alex the very best.
We're looking for a new senior analyst to join our eBusiness and channel strategy team, preferably based in Amsterdam. We're looking for someone with strong views on eBusiness and channel strategy, an analytical mind, and experience of the complexities of retail financial services and of different European markets to help our clients make the right business decisions and shape their firms' strategies.
We are publishing a new Forrester report today on the European tablet market. With the recent launch (and huge marketing push) of the Acer Iconia Tab and Samsung Galaxy Tab 10.1 in multiple European countries, one might think that things were looking up for Android tablets in Europe — but that’s not the case. In our report, we found that:
Europe is, and will be, a huge market for tablets. We are projecting that EMEA (Europe, Middle East, and Africa) will account for 14.5 million, or 30%, of worldwide consumer tablet sales in 2011. Three times as many Europeans as have tablets today say they are interested in buying one in the future.
Outside the UK, Apple could be vulnerable to competition. Apple has 52 Apple Stores in Europe, and 30 of them are in the UK. (For reference, there are 238 Apple Stores in the US.) Apple’s brand and channel presence is not uniformly strong in Europe; Mac ownership, for example, is lower in every EU-7 country than it is in the US.
But no competitor has met Apple’s challenge. Despite Apple’s potential vulnerability, we estimate that Apple still has 70% market share for tablet sell-through to consumers in Europe. (Sell-through is different from shipments; our interviews with European retailers confirmed that non-iPad tablet inventory is sitting in the channel — i.e., manufacturers are shipping more tablets than consumers are buying. So if you read reports that Apple has a lower market share, look at whether the report is measuring shipments or sell-through.) What’s more, non-iPad tablet competition is quite fragmented — OEMs, operators, and niche players form a crowded marketplace but one notably devoid of shoppers. iPad competitors’ prices are too high, and no competitor has matched Apple on content or channel strategy.