Ad Opportunity: Tablet Computers

 

It’s too soon to tell whether Apple’s iPad represents significant disruptive technology, but the new product has caused big changes in the computing industry. Earlier this summer, a consumer survey indicated that nearly half (44%) of possible netbook or notebook computer purchasers were looking to purchase an iPad instead. Consumer excitement about this category has led other hardware manufacturers to begin developing competing products.  This strategy is necessary to reclaim market share because tablets are eroding sales of e-readers, desktop PCs, and handheld videogames.

Analysts are closely watching competitors and earlier this summer, predicted that HP’s purchase of Palm was all about its desire to enter the tablet market. Last week, HP said that the company is indeed readying 2 tablet computers for the consumer market. One of the models will run the Palm’s mobile operating system. The other model will run Windows 7. These products will be available sometime next year. According to The Money Times, “The market analysts believe that by offering tablets on different operating systems, HP is looking forward to challenging Apple iPad’s dominance in the market.”

In addition to HP, other manufacturers may be rushing to bring these products to market because consumers are ready to buy tablet computers.  A Forrester Research survey on this topic indicates that  tablet computers will outsell netbooks by 2010. And not all consumers are insisting on purchasing an Apple product. Given the overall enthusiasm about tablet computers, both manufacturers and retailers will need to prepare ad campaigns for the upcoming holiday season and beyond. Reps should begin contacting their clients now to plan the best way to advertise the new products being introduced in this high-growth category.

[Sources: Elmer-DeWitt, Philip. How the iPad gobbles up netbook sales. Tech.fortune.cnn.com. 6 May 2010. Web. 27 Aug. 2010. HP to release two tables in market soon. TheMoneyTimes.com. 21 Aug. 2010. Web. 27 Aug. 2010; Tablets to Outsell Netbooks by 2012. Forrester.com. 17 Jun. 2010. Web. 27 Aug. 2010]