2011 Market For Tablet PC in India

Rahul.K.B

PCL-2.Mktg

HCL Infosystems Ltd.

ACKNOWLEDGEMENT

First of all we would like to extend our sincere gratitude to our mentor Mr. Karthik

Ramachandra, for providing us with this wonderful opportunity to work on

such an interesting topic, which is actually a realistic and ongoing research that is being

carried out for the recently released HCL Tablets. I would like to thank Karthik for

the immense support and guidance extended to us all throughout this study.

We would also like to take this opportunity to thank our dear professor JAYAKUMAR,

for allotting this wonderful project as a part of Marketing Research subject, and also for all

the feedback and support that was given to us which helped complete this project

without much difficulty.

We are also thankful to the innumerable and reliable sources of references that were

used in course of this project. Also, we would like to extend special thanks to all the

customers, shop owners, dealers, franchisees, and company officials who helped us fill

out the survey and gave a picture of their understanding.

Last but not the least, special thanks to all our friends of WLC COLLEGE

INDIA(Bangalore), without whom, this project would not be complete.

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EXECUTIVE SUMMARY

HCL Infosystems Ltd, with revenue of US $ 2.6 billion (Rs. 12,221 crores) is India’s

premier hardware, services and ICT (Information and Communications Technology)

Systems Company offering a wide spectrum of ICT products that includes Computing,

Storage, Networking, Security, Telecom, Imaging and Retail.

Found way back in 1976, HCL is India’s original initiatives with products ranging from

computer, storage, display products to racks & enclosures to digital lifestyle products

and Office automation imaging and printing solutions, HCL has come a very long

way in reading the consumer needs and creating a need based product to our

consumers. Spread across 26 countries, HCL is 77,000 strong with strategic alliances

with several leading Fortune 1000 firms like Apple, Cisco, Ericsson, Kingston, Kodak,

Konica Minolta, Microsoft, Nokia, and Toshiba.

With technology changing the way companies look at the products and “ convenience”

being the current buzz word, development for Tablet PCs and Mobile PCs is not a very

unusual trade anymore, and Tablet PC functionality is moving into the mainstream. In

this context HCL has come up with their version of Tablet PC which is also regarded as

the country’s first Tablet with Localized Content and world’s first Tablet with one

touch button for customer service. Powered by the Android OS, the ME Tablet is all set

to unleash the world of global as well as special localized applications, enabling a

converged solution for all mobile computing and entertainment needs. Although HCL

has made a mark in the desktop segment and also carved a niche in the laptop segment

with their ME Laptops, there is now a need to analyze the market in the tablet segment.

Our research methodology involved a series of surveys conducted with a diverse

mix of people, focus groups which were homogenous wit a bit of heterogeneity, depth

interviews with dealers, Tablet PC owners, potential Tablet purchasers (with Laptops

and without Laptops). The whole project was divided into 2 phases, with the initial 2

phase consisting of the exploratory research, which included Focus groups, depth

interviews, eventually leading to the formation of pilot questionnaire for the survey.

The second and final phase of the project started off by tweaking the questionnaire

depending on the responses received for the pilot survey. Finally the final survey was

taken in which some 110 respondents were covered. The analysis part of our project

focuses on these responses and the analysis done by our team based on the Focus group and

depth interviews.

The major limitation of our survey was the limited time and the limited available

resources as far as the B2B is concerned. Though the market for B2C is covered pretty

well in our survey, justice was not really done when it came to the B2B market. With all

the available resources and information, we have tried our best to come up with a

solution which looks fairly logical and we are confident that our analysis would be able to

give a fair picture of a potential market for Tablet PCs, in India.

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TABLE OF CONTENTS

1. INTRODUCTION ... ............................................................................................................... .7

2. RESEARCH DESIGN ......................................................................................................... .1 0

2.1 Decision maker’s problem ... .......................................................................................... .1 0

2.1.1 Primary Research ... .............................................................................................. ..1 0

2.1.2 Research Problem: ..................................................................................................1 2

2.1.3 Secondary research: ... ........................................................................................... .1 3

2.1.3.1 To find the features of various Tablet PCs offered by different brands. .. .................................................................................................................... ...1 3

2.1.3.2 Study blogs and forums to find the feedback by various people on their experiences with different brand offerings. .. .................................................... .2 1

PHASES OF RESEARCH ... .................................................................................................. ..2 7

3. PHASES OF RESEARCH... ............................................................................................... ..2 8

3.1 Exploratory research ... ...................................................................................................2 8

3.1.1 Desk research ... ..................................................................................................... .2 8

3.1.2 Comparison of laptops and Tablets ... ..................................................................... .2 8

3.1.3 Study of sites (www.mouthshut.com, www.techtree.com) to review the general publics’ perception of the tablet PC, complaints and the suggestions. .. .......................... ..2 9

3.2 Focus group ... .............................................................................................................. ..2 9

3.3 Depth Interviews ... ........................................................................................................ .3 1

DESCRIPTIVE RESEARCH ... ............................................................................................... .3 4

4. DESCRIPTIVE RESEARCH ............................................................................................... .3 5

4.1 Questionnaire design ... ................................................................................................ ..3 5

4.1.1 Learning from pre-test: ... .........................................................................................3 6

4.2 Sampling Technique: ... ................................................................................................ ..3 6

4.2.1 Sample Size: ... ........................................................................................................3 6

4.3 Data Analysis Plan: ... .................................................................................................... .3 7

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5. SURVEY ANALYSIS ... ................................................................................................................. .3 9

5.1 Gender distribution of Sample group ... ................................................................................... .3 9

5.2 Degree of fondness of each of the devices ... .......................................................................... .4 0

5.3 Sources of information for technical gadgets ... .................................................................... ...4 2

5.4 Age Groups of Respondents Vs Knowledge regarding Tablet PC ... .......................................4 3

5.5 Awareness amongst the respondents of various brands offering Tablet PC’s ... ................... .4 4

5.6 Is Tablet PC a replacement for a laptop? ... .......................................................................... ...4 5

5.7 What do people want to use a tablet PC for? ... .................................................................... ...4 6

5.8 The importance of Various aspects surrounding a Tablet PC ... ..............................................4 7

5.9 Single Value T-Tests ... ......................................................................................................... ...4 8

5.9.1 Research Question 1 ... ..................................................................................................... .4 8

5.9.2 Research Question 2 ... ..................................................................................................... .4 9

5.10 The Importance of the technical aspects of a tablet PC ... .................................................... .5 0

5.11 The price consumers would be willing to pay for a Tablet PC ... ............................................5 1

6. DISCUSSIONS & RECOMMENDATIONS ... ................................................................................5 3

7. PERSONAL LEARNING ... .......................................................................................................... ..5 6

8. APPENDIX ... ..................................................................................................................................6 0

9. REFERENCES: ... ......................................................................................................................... .6 9

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INTRODUCTION 6

1. INTRODUCTION

With the advent of new technology and fast fading innovations, it is becoming

extremely vital for a product to be a consumer’s best buddy, in terms of features,

convenience and most important of all, value for money. With the communications

becoming faster, information sharing becoming quicker and smarter, devices getting

smaller yet powerful, and the world shrinking in size, the competitors are looking at

imbibing all the said features in a way that it is attractive and serves the purpose as

well.

The success of laptop and mobile phones led to the birth of what is called Tablet PC. A

Tablet PC is really a new generation PC which is very popular among business persons

also as students, because of its comfort, mobility, and well-functioning. The shape

Tablet computer is smaller than a standard notebook and bigger to a smart phone, and is

being categorize as a wireless personal computer. Though Tablets have picked up

pretty well in the Western countries, back in India, it is still in the nascent stage. But

things are looking bright in the current scenario and the Tablet manufactures are

getting ready to catch up on this development. Major Players:

The major players in the Tablet segment are Apple, Samsung, DELL, Blackberry,

IBM, Motorola, ASUS, Acer, along with some Indian companies like LAVA, Micromax,

etc… are trying their foray into the market. With many competitors around and with so

much to choose for the consumers, it becomes immensely important for a company to

portray itself as being a leader in the market by introducing products that suit the

customers’ requirements and unstated needs as well. 7

Current Scenario:

India is being seen as one of the upcoming markets when it comes to the PC market.

According to IDC’s (International Data Corporation) statistics, India's quarterly PC sales

marker for the quarter ending October - December 2010 suggests Indian PC market

bouncing back from the effects of the global recession. The IDC trend points to a

recovery in Indian PC sales. At 24.9 lakh units, desktop and laptop sales grew by 26% in

Oct-Dec 2010 compared to 19.7 lakh units in Oct-Dec 2009. Desktop sales accounted for

14.9 lakh units whereas a total of 10.4 lakh laptops were sold in India in Q4 2010.

As the economy is growing along with the PC growth, there is now a high demand for

more sophisticated and high end devices like the Tablet PCs. Although, in India, Tablet

PC did not make the flutters that it was expected to, it is slowly but steadily catching up

with many brands offering new and exciting features, trying to offer the best to the

consumers.

The IDC has predicted the burgeoning tablet computer market and shipments could

grow six-fold by 2014, from 7 million in Dec 2010, to 46 million. In the current scenario,

Apple has 73% share of the market for Tablet PCs, but has drastically reduced with

many competitors coming up into the market. On this front, HCL also came up with its

version of Tablet PC, which was launched recently, on 29th March 2011. Where does HCL stand in the market?

HCL started off as a hardware company by getting into the desktop and laptop

segment. Started off pretty slow in the laptop segment, HCL accounted for 7.8 percent

of PC shipments in the fourth quarter of 2010, standing in the 5th position in the PC

market. This result came after the rebranding strategy adopted by the company as

“ HCL Mobile Excitement” , in which HCL launched the new marketing campaign to

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establish a "more youthful and vibrant image" of the brand to ensure stronger

connection with the Gen-Next consumers. Under the same title of “ ME” , HCL has

launched its Tablet PCs.

RESEARCH DESIGN 9

2. RESEARCH DESIGN Defining the Problem Statement:

HCL is on the verge of launching their new Tablet PCs. So to enter a new market that is

highly dominated by Apple worldwide (iPAD/iPAD2) and by Samsung in the Indian

market it is necessary that they position themselves suitably in the Indian market to

meet the needs of the consumers 2.1 Decision maker’s problem How should HCL position itself in the tablet PC segment in the Indian Market? 2.2 Market research problems

2.1.1 Primary Research

1) The target markets for tablet PC

To identify the different customers for the product across various

segments. Components of this MR problem:

1. Classification based on the age and gender of the customer 2. Classification based on the income of the customer

The questions in the survey that help us answer this problem are: Q18, Q19 and Q21

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2) The awareness among the Indian Consumers about the tablet PC

It is important to understand how well informed the consumer is about the

product and its features. It is because these are expensive and only a

knowledgeable customer would go ahead and make a purchase.

Components of this MR problem:

1. An insight to what potential customers expect a Tablet PC to be like.

The questions in the survey that help us answer this problem are: Q1 and Q13 3) The criteria consumers use while selecting PCs

To identify the needs of the customers and the purchase behaviour of the

customers belonging to different segments. Components of this MR problem:

1. What are the features customers expect in case they plan to buy a Tablet PC. 2. What do they currently use laptops or any other computing device for. 3. For owners of tablet PCs , the level to which the features meet their

expectations

The questions in the survey that help us answer this problem are: Q9, Q10, Q11,

Q15 and Q16

4) How consumers go about purchasing the tablet PC 11

To understand where the consumer collects information regarding the

product and the motivation behind making the purchase. Components of this MR problem:

1. To find out the preferred sources of information on tech Gadgets

The questions in the survey that help us answer this problem are: Q7 5) The competition within the segment

To understand how the different brands offering the similar products are

positioning themselves in the consumers mind and differentiating their product. Components of this MR problem:

1. To find the awareness of various brands offering Tablet PCs amongst the

customers. The questions in the survey that help us answer this problem are: Q6

2.1.2 Research Problem:

During the course of identifying the MR problems, we added a question in our

survey stating the top 9 criteria that a consumer has while selecting any sophisticated

device, in this case, Tablet PC. The question that we posted covered features like Ease of use,

Price, Size & weight, Sturdiness, Looks, feel & design, Touch screen sensitivity, Level of

trust in the manufacturer, Variety & quality of features, After sales service. So in order to

find this out, we formed a t-test was carried out. The null hypothesis included -

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• If price is one among the top 3 criteria that a consumer considers before

purchasing the Tablet

• If brand is one among the top 3 criteria that a consumer considers before

purchasing the Tablet

From the data received from the respondents and based on the analysis done,

this hypothesis was proved wrong and it was concluded that both Price and

Brand were not in the top 3 concerns when it came to the purchase. Consumers

were looking at other features like ease of use, variety & quality if features, etc… 2.1.3 Secondary research:

2.1.3.1 To find the features of various Tablet PCs offered by different brands.

A tablet PC is a computing tool in which the display is a touch screen, or a

graphics tablet hybrid. The main difference to a normal laptop is that the user

can directly interact with the computer simply using a fingertip, instead of

using a mouse or keyboard. Nevertheless a keyboard is in most cases present,

as it is still much more convenient to type on a keyboard then on a screen,

due to the lack of feedback. It is a truly portable computing tool as powerful

as a modern PC mostly using “ digital ink” technology; you can add

information by writing on the screen with a digital pen or “ stylus or using a

finger tip.

Tablet PCs have a number of features that make them especially appealing and

useful to people. Few of them are discussed here:

• Portability:

The tablet PC gives you the portability of a PDA and the increased screen

size and power of a desktop PC. Although, some tablets can remain

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unplugged for as long as nine hours, most will need to be recharged within

four hours. All-day portability can be maintained by charging your battery at

lunch or carrying an extra battery with you. Depending on how much you

carry your tablet around (and especially if you carry an extra battery), the

weight can become burdensome at times. However, the average weight of a

tablet, which is only about three pounds, is smaller and more manageable in

many cases than that of the equivalent paper charts.

The portability of a tablet can also be a drawback since it has unique pieces,

slot covers and pens that can be broken or lost. The hinge on a convertible

tablet that allows the screen to swivel may be especially prone to wear-and-

tear, depending on how well it’s made. You can provide some general

protection for your tablet by using a portfolio or sleeve case, which is usually

made of nylon, leather or neoprene, depending on which tablet you have.

There are also “ ruggedized” tablet PCs available that are covered with

external casings to protect them from falls and external elements. Though

ruggedized tablets are intended mostly for use in outdoor industries, such as

telecommunications, utility work and emergency services, and are heavier,

they may be worth considering if your tablet gets damaged often. • Wireless capability:

Tablet PCs can recognize and connect to wireless networks with no added

hardware required. This allows users to quickly and easily access the Internet

enabling them to communicate to others, to manage their business etc. • Handwriting and speech recognition capability:

With digital ink technology, a tablet PC uses a screen digitizer to turn

your print or cursive handwriting into text that can be inserted into

documents. This can be especially useful when you’re taking notes at a

meeting or filling out a documentation template at a patient visit. Since the

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digitizer will only respond to the proprietary pen or stylus, resting your hand

on the screen does not interfere with the digitizer and is, in fact, encouraged

for writing stability. Tablet PCs perform handwriting recognition quite well

and are even better at converting cursive than print. The tablet also gives you

the option of inputting text using the PDA block letter recognition systems.

Of course, even a perfectly functioning screen digitizer, which is likely the

most sensitive part of a tablet PC, may have some minor problems. For

example, the cursor may “ drift” when the pen is hovering near the edges and

corners of the screen to close applications or manipulate scroll bars.

Fortunately, this and other similar problems can be minimized by calibrating

the digitizer and increasing the size of buttons and bars on the screen.

Speech recognition is another feature of a tablet PC that may be appealing to

users. The tablet takes the user through a speech-training module and then

allows him or her to easily activate the speech-recognition feature with the

touch of a button. While speech recognition may still not be good enough to

serve as a replacement in business fields such as medical transcription to add

medical code names and in other fields also. • Security options

As with any computer, appropriate use of passwords and data encryption

technology can help to protect personal information on your tablet. Because

device theft may be a concern with this type of portable computer, one of the

tablets currently on the market comes with a movement sensor that can be

used to trigger an alarm and another comes with an integrated fingerprint

reader for enhanced data security.

• Other Additional details:

o Size

The standard size for a tablet PC is around 12", although larger exists,

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12" is the standard that most tablet PC's manufacturers have adopted

to. The main reason is due to less power consumption, smaller in size,

and lighter in weight. They usually run on 1200×800 resolution.

o Software

The most commonly used nowadays is the Windows XP Tablet PC

edition by Microsoft, which is a superset of Windows XP Professional.

There has been no Tablet PC edition for Windows Vista, as probably if

a new version would come out, would be on Windows 7. For running

the Apple's Mac OS X, Axiotron have launched a modified version of

the Macbook, called Modbook. For Linux, there is ProGear by

FrontPath and also TabletKiosk, which runs on SUSE Linux. o

Prices

Since this tablet technology is pretty recent, it's obvious that it isn't

easy to find a very cheap tablet PC, nevertheless they can be bought

from $500, up to $4,000 for more high-end models.

Let us take a look at the different brands of Tablet PC manufacturers and

their individual features: 16

Features I Pad Motorola ADAM Galaxy Dell HP Olive Xoom Tab Streak(O2) EliteBook

10.1 2740p 8.9

HDD 16GB, Upto 32 (16GB and 16/32 GB 32 GB 8 GB 32GB 32GB, GB 32GB)

64GB Secure capacity Digital Card

Size 359gm Weight 1.33pou 730 gm 770 gm 595g 220g 1.72kg Height nds 470g 152.9mm

9.7 inches

Price Rs21000 Rs 35000 Rs15000 Rs50000 Rs 28000 RS20000 - 40000 - 25000

Processor Dual- Dual-core Nvidia Tegra 1GHz Qualcomm Intel® ARM 11 core A5 1GHz 2 processor Humming Snapdrago Core™ i7- 600MHz chip Nvidia bird n 1GHz 620M MSM722

Tegra 2 processor processor; Processor 7 processor 5-inch

display Operating iOS 4 Android Android Android Android Genuine Android System(OS) 3.0 2.2 Froyo v1.6 (multi- Windows 2.1

(Honeyco touch UI) ® 7 mb) Professio

nal 32 Genuine Windows ® 7 Professio nal 64 Windows XP Professio nal (available through downgrad e rights from Genuine Windows ® 7 Professio nal)

17

Some Tablet Pc Models:

Apple I-pad Dell Streak

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HP Tablet Motorola Xoom

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Olive Tablet

HCL ME TABLET

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2.1.3.2 Study blogs and forums to find the feedback by various people on their experiences with different brand offerings.

i. iPad May Be Magical. Apps Aren’t. Here’s Why…

- By Om Malik

It has been nearly a year since I first came in close contact with the original iPad. It blew my

mind, and since then, it has become a daily accompaniment. I create content on my

MacBook Air, but I spend a lot of time consuming content and media on the device. In fact,

if I had to guess, I use my iPad as much as I use my notebook computer.

Steve Jobs called it magical. Fast-forward to today, and I (and about 15 million others)

agree. Wednesday, Jobs announced the newer version of the iPad. It’s lighter, thinner,

has more curves, and it’s definitely beefier. What’s more, it has many new capabilities:

cameras and gyroscope for example. In other words, it’s more magical.

However, if iPad, the device, is more magical, the applications (apps) for the device are

anything but. For nearly a year, I’ve been waiting (and waiting) for experiences befitting

the device and its hardware capabilities. Sure, there’s Flipboard, but as the saying goes,

one swallow don’t make a summer. And same goes for the iPhone and other smart

platforms.

Let me explain. On an iPad, you have four elements — big screen, touch, connectivity and

location — that make it unique. The iPad 2 has added two cameras and a gyroscope to the

mix, making the device even more potent. And yet, we’ve seen application after

application come to market as just an incremental improvement of the web or desktop

versions of the same (or similar) application.

Some of the magazine apps developed for the iPad are just simply horrible, turning out

to be no more than bloated multi-media versions of the print publications. Even The

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Daily, the made-for-iPad publication from the house of Rupert Murdoch, is nowhere

close to being able to leverage the iPad platform, despite all the help from Apple itself.

Why? Because apps, content and consumption experiences on iPads and other tablets

need to be rethought and re-imagined by combining the hardware capabilities with

software. As Steve Jobs said in his keynote yesterday:

Our competitors are looking at this like it’s the next PC market. That is not the right

approach to this. These are post-PC devices that need to be easier to use than a PC,

more intuitive. The hardware and software need to intertwine more than they do on a

PC.

Since the iPad is connected and location-aware, I want my news (or news reader)

application to serve me information with a local (or a regional context) as a starting

point. Since news lives on an always-on connection, it should be near real-time. More

importantly, since it’s again, news, on a touch-based device, it needs to be optimized for

touch actions that are core to the iPad (or Android) platform so one can quickly

consume the information.

It’s not just media apps; even games on these new platforms aren’t leveraging the

capabilities of the platform. Earlier this week, Neil Young — co-founder of mobile

games developer, ngmoco, now a division of DeNA — stopped by my office for a chat. I

asked him if he’d seen games that leveraged the uniqueness of the smartphone and

tablet platforms.

“ I don’t think we are anywhere near to fulfilling the potential of the platform,” said

Young. “ The games that are popular today are either casual games and

upgrades/variants of the games that have been hits on the web.” Like me, he’s looking

for games that use touch, location and connectivity in a way that’s unique and

entertaining. “ On the tablets, I am finding it hard to find a great tablet experience.” 22

Like everyone else, Young too has been impressed with Flipboard, which has

introduced a magazine-like user experience to iPad users. But that still doesn’t build on

the uniqueness of tablet platforms.

Ronald Kuetemeier is one of my many super-smart readers. In an email, he pointed out

the problem with the apps today is that many of the app developers are thinking with

PC computer modality. What does he mean?

A spreadsheet may make perfect sense on a big screen device that takes its data input

via a keyboard. Trying to retrofit it to a device with a smaller screen that uses touch for

interaction is an exercise in futility. If I’ve used one of these apps — QuickOffice and

Apple’s Numbers — it’s mostly as a way to read files attached to emails or shared via

DropBox.

I’m hoping things will change in the near future. Yesterday, Apple showed off

GarageBand for iPad 2, and to me, that was the highlight of the event (ahead of the

smart-covers). Why? Because this is an app that was putting iPad 2′ s capabilities to

maximum use. This is an app made for the iPad.

Even from afar, it made sense: Touch is a better way of strumming guitars than using a

mouse. Similarly, when hitting the drums, that the iPad’s accelerometer can detect the

strength with which you’re hitting the screen could help translate into a better music.

Apple could even take this app a step further. 23

Say, I’m in India (or Brazil). The app should surface some of the local musical

instruments (and sounds) based on my location. Since iPad has a live connection, these

add-ons should seamlessly download to the device in the background. Forget emailing

the creations; the app should simply allow us to share the tunes via services like Sound

Cloud.

Today, Stuck in Customs, the folks behind 100 Cameras and I, announced their app for

the iPad 2, and boy, have they put the platform to good use. I saw the demo of it earlier,

and I can’t wait to get my hands on this application, for it does leverage the hardware.

Another app you’ll find impressive is Shadow Cities, a real-world MMORPG developed by

Finnish start-up “ Grey Area” , which recently scored over $2 million in funding from

Index Ventures. It’s currently the number-one game app on the Finnish iTunes app

store, lapping global phenomenon Angry Birds in the process.

What makes it so unique? It uses your real-life locations (with maps like you’ve never

seen before) and real people, and puts them in a game-like environment. It doesn’t need

any typing; touch is what makes it fun. And since it’s connected, it uses your social

graph to build a whole new immersive experience.

Though it’s made for an iPhone, I believe this is an app that foretells the future of

applications that really put an iPad to work, and in process, create magic. 24

ii. Which tablet should I choose to buy? Don’t even bother

looking at specs - or price for that matter.

- Android Community

Before I begin here, allow me to address the cost factor - when begin thinking

about purchasing a tablet, you’ve got to weigh the cost of the tablet against the benefits

of owning it. This is the same thing you really ought to be doing, in my humble opinion,

whenever you decide you’re going to buy a bit of technology, or a car, or a house, or

whatever other item you’re going to purchase for the benefits of owning it. On the other

hand, if you’re thinking of purchasing a tablet so you can use it for entertainment alone,

you’ve got an ever-so-slightly different set of circumstances you’re going to deal with -

BUT, as I’ll maintain through the entirety of this text, comparing one tablet to the other

based on specifications is, as Erica Sadun puts it, “ missing the point.” You must go forth

and buy the tablet you know, in your heart, if you will, will be the one you’ll love the

best.

As it was announced the other day, iPad 2 is not only the same price as the first

iPad was, it’s 33% thinner that the original. And it’s got a white front. And it’s a good

shape for your hands. And it’s got a super cool new magnetic “ Smart” cover. But the

XOOM has a Silver edition. And it’s got access to the Android Marketplace. And its

operating system has been developed specifically for tablets. But none of that matters to

the average consumer when they’re comparing the two - because not only do they not

compare the two, they’ve decided on a product almost instantly after they’ve seen the

first advertisement for it.

Then there’s the now-depreciated Mac vs PC war. That war is over. Mac has

taken one batch of people and PC has taken the other. The Android vs iOS (vs

BlackBerry?) battle is still raging. This is a race toward the ultimate easy-to-use set of

devices (not a single device) that work in an environment that works. The brand that

will take the gold in people’s minds will be the one that integrates itself into our daily

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lives the best, does everything the average consumer wants it to the easiest, and has the

best logo.

Because whether we like it or not, branding and brand power are very real forces

in our technology world, just as real as they are in the political world, selling us the

belief that we’ve got to believe in a person to lead us, or in the food and drink industry,

selling us the belief that something man-made is better than bits of nature. Well-set type

and a catchy jingle can make us hope for, want, and need a product - case in point,

“ video mirroring.” This is what Apple is saying is a brand new feature for iPad, one

that it’s essentially revolutionary in that you can plug your device in to a bigger screen

and have it display everything that’s going on your smaller one. Sounds great! I’ve been

waiting for such functionality for what seems like forever! But wait - can’t I already do

that on every computer I’ve owned for the past 10+ years at least? Yes indeed. But set

next to things like “ AirPrint” for wireless sending of documents to super-sharp photo-

quality ink spreaders and a handheld touch screen computer that weighs only 1.33

pounds, it sounds fantastic!

Beyond that, there’s usability. Where we are today in devices between us and

work is the ease in which we attain our goals. If I want a device that allows me to do the

following things: play movies, read texts (books, work files, emails,) access web-pages,

display images, and maybe even make video phone calls, I’ll choose the device that

seems to attain all of these goals in the neatest package. What’s important to me and the

majority of consumers in our modern world is that I’m going to be able to do the things I

want to do in the package that feels best. Feels best. That’s the sort of thing that’s

beyond specs, beyond aesthetics, even beyond price.

There is a synergy in a device, that being a whole that’s greater than the sum of its

parts, that brands are attempting to attain because that power is what sells devices,

brings in the profit, and allows them to stay in the business of creating the next best

singularly successful device. 26

PHASES OF RESEARCH 27

3. PHASES OF RESEARCH 3.1 Exploratory research

3.1.1 Desk research

i) We collected information on various Tablet PCs in the market and the ones that are

due for release ii) Apple has the highest market share worldwide (i.e. 77%)

iii) Samsung in India is having very good sales and is proving to be a very big

competitor for Apple Broad Findings:

1. Other than Apple, Blackberry and Hp the other tablets are majorly

Android OS based. 2. The storage capacities are mostly ranging from 16GB-64GB. 3. The weight is usually varying between 400-800 grams.

4. Most of them have a front and rear camera though their specifications

are quite different. 5. The prices are high and competitive. 3.1.2 Comparison of laptops and Tablets

Broad findings:

1. Laptop has more processing capability currently. 2. They have much better storage capacity.

28

3. They can run a wider range of applications. 4. Tablets do not have CD/DVD drives. 5. A tablet is not considered a replacement for laptops.

3.1.3 Study of sites (www.mouthshut.com, www.techtree.com) to review the general publics’ perception of the tablet PC, complaints and the suggestions.

Broad Findings:

1. Apple is the most popular brand among tablet PC owners and

wannabe owners. 2. In India Samsung Galaxy is very popular and is in high demand.

3. Blackberry playbook is eagerly awaited for. The expectations are very

high from this brand.

4. Many users are unhappy about the fact that all Apple applications can

only be downloaded from the Apple iStore. iPAD does not support

other general applications. 5. Motorola Xoom is stiff competition for the Apple iPAD2.

6. The iPAD2 has an extremely popular user interface which is

unmatched until now. 7. The design and look of the iPAD2 is still the most popular.

3.2 Focus group

• We selected a group of students as they are a major part of the target

market.

• Our Focus group consisted of 8 members

29

2 MCA students

2 MBA IInd year students

4 MBA Ist year students

Findings: 1. None of the members have enough information on the Tablet PC.

a) One reason is because they have not found the need to buy one and so

are not really searching for information.

b) They blame the brand advertising for not clearly distinguishing

between laptops and tablets. c) No one knows if it is supposed to be a replacement for laptops.

2. None considered it a replacement for a laptop. 3. Currently laptops are satisfying all the needs.

4. On an average the group uses laptops more for entertainment and the

web facility than for study and work.

5. Tablets are looked at more as a sophisticated ‘showoff’ device than as a

utility device.

6. Price is a major hindrance in considering a purchase with respect to the

current offerings. a) If price were to fall then most would consider buying one.

b) If features were to improve in terms of storage, applications and

processing capability then price is not a major factor. c) The brand name is very important to the group.

30

7. The average importance on a scale of 10 for the group is

Color of the device 7

Ease of use 8.875

Price 7.75

Size and weight 8.625

Sturdiness 6.875

Look, feel and design 9.5

Manufacturer/Brand name 9.25

Quality of the applications and features 8.25

After sales service 7.375

3.3 Depth Interviews

During the course of the Exploratory research, we also conducted depth interviews of

three people, whom we considered to be a likely part of the target market,

working in different sectors.

In that, we conducted interviews with:

• Mr Rajagopal ( Faculty member at Amrita School of Business) Major findings:

a) Does not own a Laptop or a Tablet device as does not travel much.

b) Is not interested in purchasing one as Desktop is satisfying all requirements.

c) May consider purchasing a laptop in the future but is not interested in tablets.

31

• Mr Valliappan ( Director of EZ Vidya)

Major findings:

a) Owns a tablet PC( Apple iPAD) and a laptop b) Does most of his work on both. Finds his iPAD extremely handy for office work and is extremely happy about its portability and ease of use. c) Completely satisfied with his iPAD. d) No upcoming plans for upgradation. e) He feels awareness among Indian consumers is very less regarding Tablet devices.

• Mr Ramesh ( South Asian Marketing Head- AIG )

Major findings:

a) Owns a laptop and a Tablet device (iPAD)

b) Travels extensively but prefers using his Smartphone for work

purposes.

c) Finds a laptop more user friendly than a Tablet.

d) Uses his tablet mostly as an e-reader.

• Mr. Harish (Salesman at E-zone, Bangalore) - as he is in direct contact with the

customers. He claims that he was successful in selling more than 200 Tablet PCs

within a span of 4 months. Further chat with him provided deeper insights about

the different types of Tablets that the store houses:

a. Samsung Galaxy:

Samsung Galaxy can be used as a modem to power laptops with

internet connections. It has unique Voice and video calling facility,

32

moreover these tablets can support up to a connection speed of 7.1

MBPS speed. It has very wide 7-inch screen, with good touch pad and

Video play back in all kind of formats. The tablet supports an OS form

Android 2.2 which can be upgraded to Android 2.3. It has a camera

with good quality and with high battery backup with myriad

collections of office applications and costs around INR 25000. b. Dell Streak:

It has a 5 inch screen and supports android 1.7 OS and can be

upgraded to Android 2.1, it Costs around INR 35000 and is more

portable. c. iPad 1:

It has very wide display of 9.7 inch, it does not support front end camera. It can be only connected to apple devices with Bluetooth. Some compatibility problems might occur while interacting with the MS office application. It is priced at INR 35000 and no calling facility is allowed. I- pad2 has front end camera and video calling facility is allowed and the price is expected to be high when it hits market.

33

DESCRIPTIVE RESEARCH 34

4. DESCRIPTIVE RESEARCH

As our exploratory research gave us a fair idea about what the potential

customer has in mind regarding the Tablet PC we decided to take our research

one step ahead and carry out a survey. 4.1 Questionnaire design

After completing our exploratory research, we decided to conduct a

survey. We prepared a questionnaire for our participants who were basically

spread out over a wide range of age groups and incomes.

The Consumer questionnaire is available in the Appendix column. The

choices of questions were structured in a manner so as to get answers that

would best fit the analysis of the research. Another critical aspect we had here

was to design the questionnaire in such a manner so that the hypothesis we set

earlier could be tested with the data set obtained. All the questions framed were of

the nature that the respondent would have no trouble in coming out with

information. The mock test that we conducted before the start of the survey

helped us in rectifying our errors.

We conducted a mock test on 10 respondents to get to know about the

credibility of our questionnaire. We made sure that at least one member of our

group was present with the respondents while they were filling up the

questionnaire so that he or she doesn’t face any major obstacles in answering

the questions. Besides we sent a copy of the questionnaire to our mentor Mr.

Anup Menon to get his valuable feedback on the questionnaire. Also we would

like to specially mention about the feedback we got from our Professor, Dr.

Deepak Gupta which helped us to save a lot of time and energy by correcting

our questionnaire. 35

4.1.1 Learning from pre-test:

• The initial questionnaire that was prepared had a slight problem with the

sequence, in the sense there was no proper flow of material in it. This was set

right after the first review from Dr. Deepak Gupta.

• We also got feedback from our mentor, Mr. Anup Menon about adding an extra

feature that the consumer might look for “ the touch screen sensitivity” .

• Also, there was a suggestion that we include a question which would tell us

what made a buyer of a Tablet, go for one. 4.2 Sampling Technique:

Sampling technique that we have used in our research design was basically

judgmental sampling. All our respondents were chosen based on the perception that

they could contribute useful response to our survey. The results that came out after the

survey gave us an idea about the market for Tablets.

Convenient sampling was also used in order to select the respondents. We

approached places in Coimbatore like, RS Puram, Race course road. Main chunk of

respondents included students of Amrita School of Engineering, both graduate and

post-graduate students, HR Professionals based in Bangalore, IT Professionals based in

Chennai, Coimbatore and Bangalore. Also, we did a thorough interview with few

dealers who were main dealers of Tablet PCs, in Bangalore and Coimbatore. 4.2.1 Sample Size:

As we did not have the luxury of time, and since we had to start and finish the

survey within a short time, we were not able to cover the population of Bangalore,

Chennai and Coimbatore, instead we restricted ourselves to 113 respondents, of whom

students, professionals and general public were included. Main locations covered were

Amrita School of Business, Amrita School of Engineering, RS Puram, Gandhipuram,

Race course road, few corporate in Chennai and Bangalore, like, TCS, Infosys, Avery

Dennison, Accenture, Cognizant Technologies, Wipro Technologies,... 36

4.3 Data Analysis Plan:

The data collected from the research was coded and analyzed to prove or

disprove the hypothesis, which was put forward by us in order get to understand the

market. To do the analysis, we developed a codebook for coding the whole

questionnaire. The data was coded and recorded in the SPSS software for further

analysis.

The different tests used for the analysis were parametric and nonparametric

tests. The research questions under each component was tested using frequency

distribution, and the t-test (this t-test was a one-tailed t-test with 95% confidence

interval), which was further used to analyze the data obtained and to reach at a

meaningful conclusion about each component. Every research question was analysed in

the same way and all conclusions were clubbed together to reach the final

recommendations. This technique was classified based on whether the data was metric or

non-metric. Metric data was measured on an interval or ratio scale while non-metric data

was measured on a nominal or ordinal scale. 37

SURVEY ANALYSIS 38

5. SURVEY ANALYSIS 5.1 Gender distribution of Sample group Our survey consisted of participants in the ratio as depicted in the pie chart above.

39

5.2 Degree of fondness of each of the devices

40

This gives us a good idea of the nature of the consumers when it comes to using technologically advanced gadgets. It is a necessity to use these (laptops/desktops) which is why our question was oriented towards how much the respondents like using it rather than how much they need it.

The graphs show that most of the respondents like using these devices. 41

5.3 Sources of information for technical gadgets

Others

Electronic Expos

Showroom & Retailers Magazines & News Papers

Friends & Family

Surfing Web

5.31

22.12

32.74

55.75

0.00 10.00 20.00 30.00 40.00 50.00 60.00

In percentages (%)

70.80

86.73

70.00 80.00 90.00 100.00

The graph above gives us good insight as to where consumers in India gather information on technical gadgets.

The web and first hand information from friends and family are the most popular sources of information as was observed during our exploratory analysis in the focus group.

42

5.4 Age Groups of Respondents Vs Knowledge regarding Tablet PC As is clear from the graph over all the age groups the respondents have some idea at least regarding a Tablet PC. We find that in the age group of 21-40 only there are people having a fairly good idea of what a tablet PC is which is most probably due to their inquisitiveness and the need to conform to trends and technological advances.

43

5.5 Awareness amongst the respondents of various brands offering Tablet PC’s

OLIVE

HCL

MOTOROLA

APPLE AWARE NOTAWARE

SAMSUNG

OTHERS

NONE 0 20 40 60 80 100 120

The graph here depicts out of all the respondents how many are aware and unaware of each of the above mentioned brands.

It is clear that apple has succeeded in reaching the minds of the consumers. In India, Samsung is really picking up in popularity and is offering a wide variety of features which is making the consumers aware of its presence.

44

5.6 Is Tablet PC a replacement for a laptop?

We can see that most of the respondents feel that a tablet PC is not a replacement for a laptop but at the same time quite a few feel that it is while some have no opinion. There can be two reasons for this

1) The Brands offering Tablets have not clearly differentiated between a Tablet and a Laptop.

2) The respondents themselves have not made an effort to find out the difference. 45

5.7 What do people want to use a tablet PC for?

Study & Work In

Video Conferencing & Calling

Movies & Music E-reader

Viewing & sharing photographs

Gaming Instant Access to the Web

0 5 10 15 20 25 30 35

Mainly the respondents want to use a tablet PC for instant access to the web. The other features are not predominantly high on their usage list.

46

5.8 The importance of Various aspects surrounding a Tablet PC

20

18 In Percentages 16 14 12 10 8

6 4 2 0

Contrary to belief our research shows that price and brand name are not as important in a consumers mind as is the ease of use and the features they are expecting from it.

47

5.9 Single Value T-Tests 5.9.1 Research Question 1 How important is the price of the Tablet PC to the consumer

Null hypothesis, H0: Price is amongst the top 3 priorities for purchasing a tablet PC.

Alternate hypothesis, H1: Price is not amongst the top 3 priorities for purchasing a tablet PC. Sample size n = 107 Degrees of freedom = n-1 = 106

tcrit = 1.658

t0.05 = 10.011 One-Sample Statistics

Std. Error

N Mean Std. Deviation Mean

Price_Among_Top_3_ 107 .4860 .50216 .04855

Priorities

One-Sample Test Test Value = 0

95% Confidence Interval of the

Mean Difference

t df Sig. (2-tailed) Difference Lower Upper

Price_Among_Top_3_ 10.011 106 .000 .48598 .3897 .5822

Priorities

Since tstat > tcrit we reject the null hypothesis

So we can conclude that Price is not amongst the top 3 priorities in a consumer’s mind when selecting a Tablet PC.

48

5.9.2 Research Question 2 How important is the Brand of the tablet PC to the consumer Null hypothesis, H0: Brand is amongst the top 3 priorities for purchasing a tablet PC. Alternate hypothesis, H1: Brand is not amongst the top 3 priorities for purchasing a tablet PC. Sample size n = 107 Degrees of freedom = n-1 = 106

tcrit = 1.658

t0.05 = 8.604 One-Sample Statistics N Mean Std. Deviation Std. Error Mean

Brand_Among_Top_ 107 .4112 .49437 .04779

3_Priroties

One-Sample Test Test Value = 0

95% Confidence Interval of the

Mean Difference

t df Sig. (2-tailed) Difference Lower Upper

Brand_Among_Top_ 8.604 106 .000 .41121 .3165 .5060

3_Priroties

Since tstat > tcrit we reject the null hypothesis.

So we can conclude that Brand name is not amongst the top 3 priorities in a consumer’s mind when selecting a Tablet PC.

49

5.10 The Importance of the technical aspects of a tablet PC

35

In Percentages 30

25

20

15

10 5

0 Battery Life Processor Speed Multi Tasking Storage OS

Capability

Most of the respondents rate the requirements for running more number of parallel applications higher in their priority list but are fairly similar in rating the other technical aspects

50

5.11 The price consumers would be willing to pay for a Tablet PC

In Rupees

We have already proved that price is not a major factor for the consumer and this graph only helps us prove our point. We can see that majority of the consumers do not mind paying upto Rs.25000/- for a tablet PC.

51

DISCUSSIONS &

RECOMMENDATIONS 52

6. DISCUSSIONS & RECOMMENDATIONS

1. Today in whichever profession a person may be it is becoming necessary to

upgrade to the technology as a lot of work is being done in digital form rather

than in hard copy. Many people are forced to use laptops and desktops for their

work but they do not enjoy using it much.

Most of the people we surveyed were in the age group of 21-30 yrs and the

response we predominantly got was that the respondents like using technical

gadgets. This is a good sign as there is a large market in India that can be

receptive to the tablet PC.

2. A majority of the consumers search for information regarding technical gadgets

on the net. So the Tablet PC manufacturers should make sure their

advertisements and information regarding their products effectively reaches the

consumer.

3. Apple and Samsung are successfully promoting their brands and other brands

should improve their advertising if they want to improve the awareness in the

target market.

4. A clear differentiation between a laptop and a tablet PC should be made so as to

interest the consumers. As of now they are satisfied with the capabilities of their

laptop and combined with less knowledge on the capabilities of a Tablet PC are

thus not showing much inclination towards it.

5. People are looking forward to use Tablets mainly for Web access and multimedia

features and work purposes are a little lower in priority. So the Tablets should

have features that suit this demand if they are not a replacement for laptops. 53

That way even the price can be lowered. If they are intended to replace a laptop

then the work related applications would have to be there.

6. The most important aspects to a consumer surprisingly are found to be the ease

of use and the variety and quality of features while the price and brand name

have taken a backseat. Multitasking capabilities are also a very important

requirement for them. This is a very good sign for the non-dominant brands to

make a foray into this market. Just suitably designing the Tablet PC would surely

attract customers irrespective of the Brand that is offering it.

7. Finally we can conclude that what the consumers in India are looking at is a

sleek, portable device with a high quality touch screen and priced up to Rs25000

having the capacity to effectively offer access to the web along with a variety of

good quality features such as multimedia and work related applications. 54

PERSONAL LEARNINGS 55

7. PERSONAL LEARNING Deepak T P

This has been an incredible journey for a month starting from initial

brainstorming, planning to the making of the report. We as a group had a mix of people

who had varied perceptions. Though things got hay wired after the initial planning.ie

we went to the I-planet in Coimbatore, Samsung Showroom and other electronic

showroom. We never got an appointment and when we got, we never received the right

insights. Hence, we had to rush to Bangalore and Chennai. Days were really short and

the schedule was extremely tight. Fortunately things did work after that. Getting the

surveys was the most fun part of it. Since, we targeted the people who are having

decent tech information, who can afford buying a tablet PC. Hence, we had to find the

right people, convince and get things done. For the past 1 month, we knew how to

prioritize the work. In case if we fail in meeting our plan the need to have back up

alternatives. Getting the correct sample and making them fill the questionnaire was

little tedious. Working on SPSS was quite informative. Once depth interviews and

Focus group was done, we came to know the importance of asking the correct question,

which was supported by sufficient research. Working with my team was fun and a

great learning. Since our backgrounds were different. This has helped us to get diverse

insights. My technical knowledge regarding the tech end items has improved. Overall, a

great learning experience. Thanks to our mentor Anup Menon and Our dear professor

Dr Deepak Gupta. Jai Subramaniam

The MR project which we took was a different one and it was nice experience for

working for this project. I had a wonderful time along with my team while we were

working in this project, conducting Focus groups and Depth interviews and it always

will remain a special experience in my heart. I came to know that group of 6 to 8

individuals can be so powerful and their insights and ideas give a new dimension to

our project. While conducting depth interview with a store manager in Bangalore, I

56

came to know about the various features and requirements about tablet PC and the

subsequent demands which the consumers have. Finally the data collection and

analysis part was like a rollercoaster ride where we did things in a short frame of time.

In the end, I came to know that each individual is different and their preference will

change and all the people add up to give beautiful ideas through which we completed

our project. Ritin Rajendran

Talking about the amount of exposure we have had in regard to the product and

its market potential, learning from it has been satisfying. We never imagined the

number of tablet PCs available in the market would be so high and the potential it has

in the near future. Tablet PCs are here to stay. It would not have been possible without

the spirit and effort which we as a group have put in. The most fun part being, roaming

around Coimbatore looking for stores with the right people giving us the required

information. The confidence we have developed in interacting with anyone at any point

of time has really helped us to open and challenge our boundaries. Learning for us has

been tremendous, which would not have been possible without the support of our

mentor Anup Menon, who has been very open with his views and ideas. Talking about

our professor Dr Deepak Gupta, who with his enthusiasm and commitment has shown

us the right direction at all times, whether that being his classes or the extra time he

took out for lending his views and ideas, has helped us in doing this wonderful project. Sanjeeva Rao

We had a very great learning experience while we were doing this project wherein it

gave me an opportunity to work together and complete this project. Tt was done by

each one of us taking up the responsibilities starting from the research proposal part, till

the end. The questionnaire construction part was required us to make deep dive into

the secondary data’s and also it involved understanding about the nature of the

audience for whom the questions should be asked. Once the questionnaire is done we 57

had to go with the data collection, for the project which was a huge challenge and this

part made us to realize the importance of the project and also we understood how

difficult the data collection really is. Finally we had to work with SPSS, through we

were able to gain the insights of the data being collected and I would say that our MR

project is a grand success and which had given us a lot of learning which will stay with us

for our life time. Sreeram C

Market research project which I and my team have handled has given me a very good

learning. The entire process starting from secondary data collection till analyzing the

data collected using the SPSS was unique way of learning. Out of this, there is a special

place of preference in my heart for the data collection step involving surveys. It gave me

an idea how people will react if a stranger goes and approaches them and asks a several

questions by eating their time. I had both positive and negative experience while

collecting data. When we took our survey near Tidel park Chennai we got instant

answers for all our questions and software professionals were very cooperative, where

as in another instance in Coimabatore, we were not entertained by people whom we

approached for getting answers to the questionnaire. After collecting data working with

the project in the midst of world cup fever was a one unique experience which is gifted

only to our batch. At last I would thank my team mates and all the others who guided

us in doing this project Sudarshan Kashyap

Each stage Marketing Research Project was learning curve, from the first day till the

final report was prepared. I have learnt a lot of new things. I learnt to create a

questionnaire, learnt how to take in-depth interview of a dealer and above all this,

working under time constraints. Managing this entire lot of activities along with other

regular academic activities gave me confidence that I can do well in all aspects of work

under pressure. The scope of learning which I have got from the project is similar to the 58

David slaying Goliath where, in short period of time I have managed to learn lot of

things. I am proud to be a part of this team where every one where sticking together as

cohorts and we achieved our goal. I also thank our mentor Anup Menon for giving

valuable ideas which helped to achieve the target and last but not the least, Dr. Deepak

Gupta, for his immense help and feedback. 59

8. APPENDIX Form No: 1001

Market Survey for Tablet PCs in India

Introduction

We are students at Amrita School of Business and this questionnaire is a part of our Market Research course. We would like to understand the Market for tablet PCs in India and your feedback would be extremely useful to us in analyzing what exactly a potential customers is looking for, while purchasing a tablet PC.

Section A

Q1. My idea of a tablet PC is…………… Q2. I already own a……….. (please tick as many as applicable in the space provided)

a) Laptop

b) Desktop

c) Tablet PC

d) Smartphone

60

e) PDA

f) None of these

Q3. The degree to which I am fond of using each of the following are (please circle the appropriate number for each of the devices)

Yes, very Yes, a little Neutral No, not No, not at all much bit much

Laptop 1 2 3 4 5 Desktop 1 2 3 4 5 Tablet PC 1 2 3 4 5 Smartphone 1 2 3 4 5 Q4. In the next 6 months I plan to buy a……… (please tick as many as applicable in the space provided)

a) Laptop

b) Desktop

c) Tablet PC

d) Smartphone

e) PDA f) None of these

Q5. Regarding a Tablet PC….. (please tick any one of the following in the space provided)

61

a) I am very knowledgeable

b) I have some idea

c) I have no idea, but am interested d) I am not interested

Q6. I am aware of the Tablet PCs of the following companies (please tick as many as applicable in the space provided)

a) Samsung (Galaxy tab)

b) Apple (iPAD/iPAD2) c) Motorola (Xoom)

d) HCL (ME tablet)

e) Olive

f) None

g) Others

If others please specify__________________________________________________ Q7. To gather information on technical gadgets I usually prefer…. (please tick as many as applicable)

a) Surfing the web

b) Asking friends and family

c) Magazines and newspapers

if yes, which ones (please specify)________________________________________________________

d) Visiting showrooms and other retailers 62

e) Electronic expos/exhibitions

f) Others

If others please specify________________________________________________

Q8. Is a Tablet PC a replacement for a laptop?

a) Yes

b) No

c) No opinion

Q9. In a tablet PC I would be looking for (please rank in order of importance from 1 to 7 in the space provided; 1 is most important, 7 is the least)

a) Instant access to the web b) A gaming system c) Viewing and sharing photographs

d) As an e-reader to read books and magazines e) Watching movies and listening to music f) For video conferencing and calling g) Study and work purposes

Q10. For me the importance of each of these is…… (please rank in order of importance from 1 to 8, in the space provided; 1 is most important, 8 is the least)

63

a) Ease of use

b) Price

c) Size and weight d) Sturdiness

e) Looks, feel and design

f) Touch screen sensitivity

g) Level of trust in manufacturer

h) Variety and quality of features

i) After sales service

Q.11 For me the importance of each of the following is……. (please rank each of the following from 1 to 5; 1 being the most important; 5 being the least)

a) Battery life b) Processor speed

c) Multitasking capability d) Storage space e) Operating system

Q.12 What would be the price I would be willing to offer for a tablet device (please tick any one of the following in the space provided)

a) Below Rs 20000 64

b) Rs 20000-25000

c) Rs 25000- 30000

d) Above Rs 30000

Q13. My ideal Tablet PC would be……………..

For Tablet PC owners

Q14. Which tablet PC do you own?

Please specify________________________________________________________________ Q15. How satisfied am I with each of these in my Tablet PC…….. ( Please circle the appropriate number for each parameter)

Yes, very Yes, a little Neutral No, not No, not at all much bit much

a)Battery life 1 2 3 4 5 b) Processor 1 2 3 4 5 speeds c) 1 2 3 4 5 Multitasking capability

65

d) Storage 1 2 3 4 5 space e)Operating 1 2 3 4 5 system Q16. How satisfied am I with each of these parameters in my device………….(Please circle the appropriate number)

Yes, very Yes, a little Neutral No, not No, not at much bit much all

a) Ease of use 1 2 3 4 5 b) Value for 1 2 3 4 5 money c) Size and weight 1 2 3 4 5 d) Sturdiness 1 2 3 4 5 e) Looks, feel and 1 2 3 4 5 design f)Touch screen 1 2 3 4 5 sensitivity g) Claims made 1 2 3 4 5 by the manufacturer h) Variety and 1 2 3 4 5 quality of features i) After sales 1 2 3 4 5 service Q17. Has my tablet device met my expectations………………….. (Why or why not?)

66

Section B

Q18. My age lies between………. (Please tick in the slot provided)

a) 0 - 20 years b) 21 -30

c) 31 - 40

d) 41 - 50

e) 50 above

Q19. I am …..

a)Male b)Female

Q20. I am currently……..

a) a student

b) working

c) retired

d) others

If others please specify________________________________________________

Q21. Annually my income is between

a) below Rs 3 lacs

b) Rs 3 - 5 lacs

c) Rs 5- 8 lacs 67

d) Above Rs 8 lacs

e) Not earning

Thank you for your time and cooperation ☺ . We are extremely grateful for your help. 68

9. REFERENCES: 1) www.tabletpc2.com 2) www.bloomberg.com 3) www.technorati.com 4) www.idc.com 5) www.tabletpcreview.com 6) www.thetabletpccomparison.com 7) www.pcworld.in 8) www.dnaindia.com 9) www.hcl.in 10) www.hclstore.in

11) Marketing Research - A South Asian Perspective, by Churchill, Iacobucci and Israel.

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