It's extremely surprising the way
people are jumping the gun and 'getting the jitters' to proclaim the tablet PC
category is losing its sheen. [reference, today ET
story in brand equity] To all of them I'd like to say, hold to on your
breath, because tablets are actually yet to take off.
1.
Remember the technology adoption life cycle
There
are inflated expectations regarding the entry of any new technology and those
drop down immediately before a resurrection and then getting to
a plateau. Please note, am not saying tablets are past the inflated
expectations level yet; in my opinion they are still hovering around that peak.
But those hyped expectations will obviously get a reality check and this what's
happening now.
2.
Understanding the way tablets can be used, is just setting in from both
consumers and manufacturers
The
entire of 2010 and 2011, starting with the OlivePad in India,
was about the charm and their attraction. But gradually people are shifting
from the attraction towards the form factor and being inspired what the gadget
can do for them. Tablets today are hence being targeted at the education
sector, social sector, entertainment, for reading books etc.
I
have no proof to state that manufacturers themselves did not understand the use
cases so far, but am on a hunch to believe that. Why else do they cry foul
about the category not doing that well. After all it is a nascent category and
it will pick up with time; the investments in manufacturing etc would have to
managed well till then.
IDEA: Why
doesn't someone come up with a questionnaire type of format to guide people if
they actually need a phone or a desktop or a tablet or a laptop or a netbook etc.!
3.
Understanding the value one can derive from a tablet will make people pay the
price
There
are a lot of conversations about the sweet spot on price
that manufacturer's could charge. I say, price is secondary, the
consumer isn't seeing the value yet! Yes, that is changing as tablets are being
targeted to specific verticals. The value will come with time, it will come by user testimonials, it will come with an increased customer connect, it will come by showcasing benefits a person can obtain by using the tablet etc.
IDEA: why
not set up an email id where consumers could ask that how could a tablet
benefit him or her specifically!
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