Strategy Analytics: Prime Day and Alexa Catapult Amazon to #2 Tablet Spot Globally

Apple and Lenovo also post tablet growth as tablet market falls 4% year-on-year

BOSTON–(BUSINESS WIRE)–On the back its strong ecosystem, low retail prices, an updated product portfolio, and a stunning Prime Day in July, Strategy Analytics reports Amazon tablet shipments were up 141% year-on-year to reach a 14% market share and become the second largest tablet vendor globally in Q3 2019. The global tablet market continued to consolidate and shrunk 4% year-on-year in Q3 2019 at 38.2 million units shipped, begging the question, can other vendors replicate the success of Amazon’s services and ecosystem strategy?

The full report from Strategy Analytics’ Connected Computing Devices (CCD) service, Preliminary Global Tablet Shipments and Market Share: Q3 2019 Results can be found here: https://www.strategyanalytics.com/access-services/devices/tablets-and-pcs/connected-computing-devices/market-data/report-detail/preliminary-global-tablet-shipments-and-market-share-q3-2019-results-041119.

Apple is trying to reinvent the iPad to become a productivity device by adding keyboard support to most models and embedded SIM (eSIM) to all cellular models. The company is still intensely focused on building services around its large installed base, including the newly launched Apple TV+ streaming service. Samsung is similarly balancing its portfolio with high-end Windows and Android Detachables and a strong offering of mid-range Android slates but Samsung is more interested in higher profits rather than an expanding installed base.

Eric Smith, Director – Connected Computing said, “Apple released a slightly larger seventh generation iPad with keyboard support in Q3 2019 for the same price as the previous model, helping drive shipments 4% higher year-on-year. Larger revenue gains for the company hint at a strong mix of iPad Pros compared to the previous year, as Apple wholesale ASPs (average selling prices) rose by 9%.”

Chirag Upadhyay, Senior Research Analyst added, “Huawei shipment volumes fell 18% as the US-China trade war restricts its ability to compete outside of the domestic Chinese market. Its key issue is its inability to launch new Android models outside of China as Western consumers rely heavily on Google Mobile Services. Lenovo capitalised on Huawei’s softness in Europe, as shipments grew 8% year-on-year. Amazon has also been performing better in Europe since Huawei was added to the U.S. Commerce Department’s Entity List in May 2019. We believe that Huawei’s brand can sustain an abbreviated trade war, but a slow resolution to the trade war could hurt its relationships with consumers, distributors, and carriers alike.”

Exhibit 1: Amazon and Lenovo grew in Europe as Huawei redoubled efforts in China¹

¹ All figures are rounded

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US Contact: Eric Smith, +1 617 614 0752, esmith@strategyanalytics.com
UK Contact: Chirag Upadhyay, +44 1908 423 643, cupadhyay@strategyanalytics.com