A Bloomberg report, citing sources who declined to be named, said Microsoft has
sold in the ballpark of 1.5 million Surface tablets. Broken down, that's just
over 1 million Surface RT newest
tablets and 400,000 Surface Pro tablets.Given the relationship
between Microsoft and Nokia, it's almost certain that the phone-turning-tablet
maker would adopt Windows 8 or Windows RT as its software. Nokia chief executive
Stephen Elop, a former Microsoft executive, said that at least for its
smartphone range, it's Windows Phone or bust, and there was no "plan
B."
Given Nokia's existing allegiance with Microsoft, any tablet it does
launch will almost certainly run Windows 8 or Windows RT. Microsoft can't force
Nokia to do anything. There may be a strong implication to go a certain way, but
Nokia isn't Microsoft's underdog. It has its own shareholders, after all. The
phone maker could simply be waiting it out to see how well latest android
tablet endeavor is going before jumping in head first as the
rescuer in reverse, just as Elop told Australian media in February.
If
Nokia does embrace the tablet market, it will likely have to be more beneficial
to Microsoft than a hindrance. It all depends on whether it does, in fact,
embrace Windows for its tablets.xcTFR5DS
Nokia could embrace Android if
it wants to take a stab at gaining initial tablet market share, but it runs the
risk of damaging its existing relationship with Microsoft. But also, the
Android-based tablet market is already saturated, and Nokia would not be able to
differentiate its own Q88 Tablet
from the existing low-margin hardware pool.The answer is probably
not. Like the smartphone market, the tablet space has replicated the duopoly at
the top of the rankings, likely for the same reason: Both Apple's iOS and
Google's Android were popular on smartphones first.
The latest IDC
figures show that Apple holds the top spot in tablet manufacturing, with just
shy of 40 percent of the market share, while Samsung holds nearly 18 percent.
Microsoft has just 1.8 percent with 900,000 tablet shipments in Q1 2013 — which
comes roughly in line with estimates reported by Bloomberg.But software remains
the most important and prominent differentiator between tablets. IDC said that
in respect to total tablet platform share, Android and iOS hold 96 percent.
There is almost no room for manoeuvre, with Windows (including Windows RT)
holding just 1.8 percent of the share, with 300,000 shipments.
Again,
there's little space for any competitor to gain meaningful traction in the
cheapest
tablet space, although Microsoft does have the third-place spot
lined up, even if it is a tiny fraction of the overall share. Smaller tablets —
devices between 4 inches and 7 inches — may prove more lucrative if Nokia
decides to aim a punch in the still developing mid-sized tablet
space.
The Financial Times (paywall) reported that Nokia is planning to
build a "phablet" — a mid-sized tablet between the typical size of a smartphone
and a tablet — with a ship date of mid-2013. Microsoft has already confirmed
that mid-sized Windows 8-powered tablets will be arriving "in the coming months"
— suggesting a mid-2013 release. It could be that considering the relationship
between the two companies, Nokia may be given the first stab at the Windows 8
"phablet" line-up.
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