Market Research

Apple, Google, and Microsoft will duke it out for business-owned tablet market over next few years

By Minda Smiley | Reporter

July 13, 2015 | 3 min read

Company-owned tablets are expected to contribute to 20 per cent of the tablet market by 2018, up from 14 per cent this year, according to research from Forrester.

This come as tablet sales in general are slowing even as more people continue to use them. According to Forrester, consumers are less inclined to replace old tablets because of a lack of genuinely new innovations in updated models.

The research states that while Apple sold 12.6 million iPads in the second quarter of this year, it sold 16.4 million in the same quarter last year – a 23 per cent drop.

Source: Apple

Yet employer demand for tablets is growing with over half of information workers saying they use one at least weekly for work, according to Forrester. Workers who don’t work in an office all day, including package delivery drivers, retail sales associates, and car-return specialists can benefit from having a company-owned tablet.

While Google’s Android devices provide affordable prices and security offerings, Apple’s partnership with IBM has helped it develop a number of enterprise applications for the iPad, according to Forrester.

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The research also noted that Microsoft’s partnership with Dell and the launch of Windows 10 makes Windows-based tablets an enticing option for business owners.

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