Techies’ delights as tablets choice grows
Amazon Kindle Fire attempts to push iPad off its throne
THE tablet market is set to explode in South Africa following this week’s arrival in the country of Apple’s iPad Air. At the same time, previously unavailable global brands are flooding the shelves.
“Initial demand for the iPad Air is double what we saw with the release of the iPad 4 a year ago,” says RutgerJan van Spaandonk, executive director of local Apple distributors Core Group.
The Air was released within days of the most serious foray yet into the South African tablet market by the world’s leading computer vendor, China’s Lenovo. Its new Yoga tablet has a built-in kickstand and sets a new benchmark for battery life, offering up to 18 hours on a single charge.
The recent arrival of the Amazon Kindle Fire tablet and the imminent arrival of the first tablet from Nokia, the Lumia 2520, adds more spice to the market, even if these are not expected to achieve significant market share at this stage.
Nokia has not yet announced a South African release date, and the Kindle Fire is limited in its access to the Amazon Prime service that delivers video content to US users.
However, the mere presence of the Kindle Fire is symbolic of how dramatically the market is shifting.
According to Steven Nossel, director of South African distributors Circuit City Electronics, most major electronics retailers are stocking the product, attracted by the strength of the Amazon and Kindle brands.
Sales have not been spectacular, though, due to “aggressive pricing from Lenovo and huge marketing spend from Apple and Samsung”.
The two dominate local tablets, with Apple holding 45% and Samsung 39% market share at the end of June.
Among adult users, Samsung has the lion’s share, at 52%, according to the Mobile Consumer in South Africa 2014 research study by World Wide Worx. This is largely thanks to the wide range of tablets from Samsung, compared with only two size formats from Apple. The iPad Air may well tilt the balance back to Apple.
Van Spaandonk will not be drawn on sales figures but acknowledges that all stock being brought in is expected to be sold out. The same applies to retailers supplied by Core, who are highlighting the device as the ultimate holiday gift.
“FNB, DionWired, everyone we’re supplying, is pumping this product, because it’s an amazing Christmas product,” he says.
“People have been coming into the stores ever since it was announced, and asking and asking. We believe it will solidify our position at the top of the market. It is a wonderful device.”
The Yoga 8 has also arrived at an opportune time for the holiday gift market. It’s priced at almost half the cost of an iPad Air — R3 700 compared with R6 000 — and offers both a trusted brand name and the ability to use it in three modes.
A fold-out kickstand allows it to be used as a normal hand-held device, as a tilted working surface, and standing up for display. The cylindrical spine, which hides the kickstand, serves both as hand grip and housing for a large battery, hence its longevity.
Lenovo has also released a Yoga 10, with10.1” display, retailing for R4 500. The iPad Air has a 9.7” screen.
Despite its higher cost, the iPad Air is expected to sweep away all opposition when consumers compare dimensions. It weights 469g and measures 7.5mm thick — slimmer than most smartphones. By contrast, the Lenovo Yoga 10 weighs 605g, and measures 8.1mm. These are still respectable figures, and ensure that it will also come in for serious consideration. The Yoga 8 weighs only 401g, with a 7.3” thickness when the handgrip is excluded.
The Kindle Fire 8 currently avail- able in South Africa typically sells at a bargain R2 500, but Nossel believes the brand will become a real contender when the new edition, the HDX 8.9, arrives in South Africa in February 2014.
In the lower end, Acer is also expected to make a major impact as its Iconia B1, priced at under R2 000, makes inroads into the educational market, where Apple dominates.
Van Spaandonk sees this as an opportunity rather than a threat.
“Our market is not shrinking. It’s still growing fast, and the bottom of the market, where Apple doesn’t play, is growing much faster.
“But eventually, people realise they need more powerful and robust tablets for more advanced needs.”