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There are specific benefits that accrue to companies that build share, including an increase in the number of available apps and also capital to make continuous improvements. Thus, winning new customers is particularly important at this stage of the industry's life cycle. Once a customer becomes familiar with a company's product or operating system, they are likely to remain a customer, which in turn can bring customers to that firm's smartphone business as well.
The companies that have been most successful with tablets are Apple and Samsung. Apple had first mover advantage in the marketplace and was able to communicate the benefits of the iPad to consumers in such a way that the product was clearly differentiated from the iPhone. Apple continues to focus its communication on benefits in terms of functionality and life enhancement. Samsung, entering the market later, utilized a combination of functionality and price in its marketing. It wanted to offer a better value proposition compared to Apple in order to win market share....
It has been successful in communicating its price advantage, and it also has a unique distribution function as well, leveraging the popularity of its website.
Overall, the strategies of the market leaders have been effective. Other companies have had less success in tablets. Hewlett Packard and Research in Motion are two of the tech giants that have failed to break into the tablet market. These companies have failed to differentiate themselves from other companies in terms of what their tablets offer. Thus, they were perceived by the marketplace as me-too products. HP discontinued its table and RIM is struggling badly in the market.
Works Cited:
O'Reilly, L. (2012). Separate your tablet strategy from your mobile strategy. Marketing Week. Retrieved November 19, 2012 from http://www.marketingweek.co.uk/opinion/separate-your-tablet-strategy-from-your-mobile-strategy/4001891.article
Works Cited:
O'Reilly, L. (2012). Separate your tablet strategy from your mobile strategy. Marketing Week. Retrieved November 19, 2012 from http://www.marketingweek.co.uk/opinion/separate-your-tablet-strategy-from-your-mobile-strategy/4001891.article
It initially failed to attract the desired audience, but it is believed that the recent innovations of the re-launched tablet PC would ensure its success (Search Mobile Computing, 2010). While Apple stated that they were the first creators of tablet computers, Microsoft comes to argue the same. Thorn Holwerda (2010) however states that neither of the two it monoliths were the creator of tablet PC. "Well, no. They're both wrong.
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