saturation, maturation and consolidation: tbr's computing devices benchmark webinar

TBR

TECHNOLOGY BUSINESS RESEARCH, INC.

TBR’s Computing Business QuarterlySM WebinarComputing Devices: Saturation, Maturation, Consolidation

July 22, 2014

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TBR Quarterly Webinar Series |7.22.14 | www.tbri.com | ©2014 Technology Business Research Inc.

Ezra GottheilPrincipal Analyst, Devices

Email: [email protected]: @egottheil

Jack NarcottaAnalyst, Devices

Email: [email protected]: @JackN_TBR

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mailto:[email protected]


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PCs and mobile devices settle in for the long term

Breaking news – Microsoft, Apple/IBM

Two industriesPCs return to modest growthMobile device growth slowsNew customer behaviorsLooking for profits & growth

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Recent events

Microsoft memo & layoffsIBM/Apple Announcement

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A tale of two businesses

Few vendors serve bothSome market overlapMobile devices slowing, PCs recoveringCommon issues

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PCs Mobile Devices

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Commercial PCs bounce back

PCs are a productivity necessityLonger lifecycleNew form factorsIncludes Windows tablets

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Modest PC Recovery

Includes ChromeOSConsumers will followModest growthStable marginsConsolidationASP declines

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Slowing growth in mobile devices

Not a decline, at least not yetSaturation – replacement in mature marketsHigh end purchasers are gone – average prices will fallEmerging markets limited by data plan cost

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Maturation - products grow up, often very fast

Fewer breakthroughsGood enough is good enoughLittle differentiationIncreasing specialization

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Implications for vendors

Lower ASPsLengthening lifecyclesThe “land rush” is overMargin pressure

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NowThen

Saturation and maturation are changing buying behavior

Customersseek performance Customers assume performance

Price is less important Price is more important

Service is secondary Service is primary

New features excite customers New features bore customers

Customers want to do new things Customers want less trouble

Design matters Design matters even more

Durability doesn’t matter much Durability matters a lot

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NowThen

Vendor strategies must change

Win new customers Take customers from competition

Satisfy network providers Delight network providers

Be an attractive choice Pull customers to network providers

Add many new features Add killer features

Promote new features Explain value of new feature

Build “hero” devices Build specialized devices

Emphasize performance Emphasize reliability and durability

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Profits and growth

Beyond the deviceNot just “Device as a Service:”• “Service as a Service,” • or just “Service”Closer relationships with customersThings

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Things

Already hereGrowing and will growIndustry reactionWinnersChallenges

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Winning strategy

Upside for buyerDownside for buyerA clear pathA good storyLuck

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Ezra GottheilPrincipal Analyst, Devices

Email: [email protected]: @egottheilTelephone: 603.758.1853

Jack NarcottaAnalyst, Devices

Email: [email protected]: @JackN_TBRTelephone: 603.758.1818

TBR Devices Webinar — Webinar Contact Information

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For additional information on TBR’s research capabilities, please contact:

John Spooner James McIlroyDirector — Computing Business Practice Vice President of SalesEmail: [email protected] Email: [email protected]:603.929.1166 Telephone:603.929.1166

Twitter: @TBRincSlideShare: www.slideshare.net/TBR_Market_InsightYouTube: www.youtube.com/user/TBRIChannelLinkedIn: www.linkedin.com/company/technology-business-research





https://twitter.com/TBRinc

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PC vendors

Handset vendors

Tablet vendors

Computing Devices Benchmark: Portfolio

The Computing Devices Benchmark provides ongoing coverage of PC, tablet and smartphone vendors and their strategies

Benchmarked Device Vendors

• Amazon• Samsung• ASUS• Motorola• LG• RIM• HTC• Huawei• Nokia• ZTE

• HP• Dell• Apple• Toshiba• Panasonic• Acer• Lenovo• Fujitsu Devices• Sony• Microsoft

Nonbenchmarked Influencers• Microsoft• Google• Intel• AMD

• ARM• Qualcomm• NVIDIA• Broadcom

TBR will rank and score the top brand-name device companies and chronicle their interactions with key ecosystem partners that influence the devices business

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Partner Ecosystem

Content Ecosystem

Platform

Ecosystem

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Computing practice syndicated research coverage

Device Benchmark Vendors(Benchmark XLS data is also available)

Data Center Benchmark Vendors (Benchmark XLS data is also available) Computing Vendor Coverage

• Acer*• Amazon• Apple• Asus*• BlackBerry• Dell• Fujitsu• HP• HTC• Huawei• Lenovo

• LG• Motorola*• Nokia*• Panasonic*• Samsung*• Sony• Toshiba• ZTE

• Brocade• Bull• Cisco• Dell• EMC• Fujitsu• HDS• HP

• Huawei• IBM• Juniper• NEC• NetApp• Oracle• Quantum• Unisys

• Acer*• Apple• Asus*• Dell• EMC• Fujitsu• Google• HP• IBM• Intel• Lenovo• Microsoft• NetApp• Samsung*• Sony• Toshiba Corporate IT Buying Behavior & Customer Satisfaction Studies

• Desktops• Notebooks• Services and Support

• x86-Based Servers• Apple Enterprise PCs*• Cisco UCS*

TBR Computing Practice Syndicated Coverage

*Semiannual publication

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TECHNOLOGY BUSINESS RESEARCH, INC.

About TBR

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