
Hardly a day goes by without some announcement of the next Tablet device. You know, the one that will finally beat the iPad? The most recent, and probably the most serious contender to date is HP’s TouchPad. It’s clear that they are taking a fast-follower approach to the market. If you watch their promo videos, you’ll see point-by-point comparisons to the iPad that include:
- A web browser, mail, and calendar
- The Kindle reader / bookstore
- Video calling
- “Social Networking” (although I couldn’t find the demo of what this was")
- Wireless printing
They also have a pretty neat “Wow-factor” differentiator: Touch another WebOS device to the TouchPad to transfer URLs.
The problem is that none of this matters, because none of this answers the question “Why should I buy an HP TouchPad over an iPad?”
Since they are at the same price point, and the iPad offers quite a lot more in terms of Apps, a larger screen, lower weight, and more developed ecosystem, the HP TouchPad is pretty much doomed from the get-go.
And I believe all similarly positioned “media tablets” are likewise doomed.
A Sea of Lemmings
Let’s think a little about how the Tablet market came about. Firstly, Tablets are not a new idea. Star Trek has featured them since the 60s. The Palm Pilot came out in 1997, and Microsoft has been trying forever to build a popular TabletPC or PocketPC device. There was some excitement when next-general Palm killers like the Dell Axim came out in 2002 and around the Ultra-Mobile PCs in 2006. Then the whole Tablet initiative seemed to get stuck in an inescapable rut for a few years.
Then Apple announced the iPad in 2010.
A strange cargo-cult-like phenomena started to happen. All of a sudden, it was like a light was turned on and every tech company was working to get their own Tablet out the door. It was like “Wow, Apple has proven that people really ARE willing to spend as much money on a keyboard-less netbook as on a PC. We just need to follow what they did!”. The logic was that if you could get an iPad-like device out there, hopefully for a little cheaper, you could capture some of this “emerging market”.
This is almost the definition of insanity. Does any tech executive seriously believe that they can build a rival hardware AND software platform overnight to compete head-to-head with the iPad? Apparently many do. Don’t forget that the iPad is built on the iPhone’s OS, service (iTunes), and App ecosystem, which has a 3-year lead.
These guys could have stood a chance, had Apple introduced the iPad at a higher price point. However, as I wrote about at the time, Apple made the aggressive and brilliant decision to price the iPad at $499, impossible for any credible competitor to beat, even a year later.
Wait, what about Android Phones?
If this is true, then how did Android phones gain overnight parity with the iPhone? Won’t the same thing just happen with tablets?
That sounds like an alluring analogy, but it it flawed.
Firstly, when most people buy a phone, even a smartphone, they are buying a phone first, and the platform second. It’s like buying a car and getting some brand of stereo that comes with it. Likewise, it comes time to upgrade my Verizon phone, so I go pick the one that most strikes my fancy, and oh, it just so happens to come with this Android thing. This isn’t the case with Tablets. People didn’t have a Tablet-need before the iPad came out. This is a new market (and for now can be rightly called the iPad market).
Second, with the iPhone, Apple was hobbled by the AT&T deal in the U.S. Had they somehow managed to launch the iPhone with multiple carriers, the story would have turned out quite different. Since most people are locked into multi-year carrier contracts, and there are significant (real and perceived) switching costs, this effectively limited Apple’s initial addressable market for iPhone.
Third, Apple made a huge pricing mistake with the first iPhone, making the purchase price too high instead of hiding it in the carrier subsidy. They fixed it when the iPhone3G came out – lowering the sticker price, but raising the data charges (so that you actually paid more for one after the 2-year contract was up compared to the original iPhone!). With smartphones, competitors can play all kinds of pricing tricks (“2 free phones with a 2 year contract”). Tablets don’t work well with carrier subsidies – most people buy one without 3G – so it’s a more direct shootout. Apple’s aggressive iPad pricing ensures what no competitor can beat them on price for similarly spec’ed machines.
So what’s a competitor to do?
In the consumer space, the only viable strategy in the short term is to attack from the bottom: Field a cheaper ($249) and smaller (7”) tablet that only promises to let the user do a few basic things really well:
- Read books
- Watch videos (Netflix, Hulu, and Flash)
- Facebook and Twitter
- Email
- Browse the web
- View their photos
Note that this isn’t just a cheaper device (like the Dell Streak), it’s a cheaper device with a ready-to-go service and ecosystem. Such a device could be fully cloud-connected and not need a lot of onboard storage nor even support 3rd party apps. It would be basically a super-Kindle, and my bet is that this is exactly what Amazon plans to release this Fall.
The reason this will work is that it has already worked: For the iPod Touch. While there are millions of people who are willing to pay $499 to get the full tablet experience, there are millions more who would pay $249. We know that this price point is achievable: Lesser known companies have already delivered hardware for less. What’s missing are the integrated ready-to-go services and marketing.
The majority of those iPad owners use them for the fairly simple needs above, at least most of the time. The iPad has already overshot the needs of a large segment of the population. This is an opening for an enterprising competitor to take.