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Posted by Sarah Rotman Epps on August 9, 2011
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:
What it means: Low-cost tablets from ODMs like Huawei and ZTE will put downward pricing pressure on the market, but consumers need more than a lower price tag to buy. Sony, which has a strong brand and channel presence in Europe but tends to price on the high end, may have some success with its upcoming Sony S1 tablet. But truly radical disruption requires innovating the adjacent possible, as we expect Amazon to do in the US. Without a radical Amazon-like disruptor, Europeans are likely to buy an iPad — or wait for something truly different to come along.