Entering the crowded tablet market has become more difficult and branding efforts less affordable.
Although basic segmentation drivers (ecosystem, screen and data capabilities) are no longer sufficient, it is possible to differentiate through original and emerging product features.
iPad has at least 3 weaknesses: connectivity, additional memory and multitasking.
We list premium features, such as wireless charging or waterproofing, that help position new tablets.
In addition we see some interesting developments around “idle” screens coming.