Tablet Market: Investment Analysis

1. 1 Ajay Singh Mpahiseng Nondo Yong He Yu Liu Tablet Market Investment Analysis

2. 2© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis INVEST IN GOOGLE – Android will continue to build momentum around mobile ecosystem – 500k daily activations in June 2011 – Installed base on Android expected to grow to 1.3bn by 2014 – Monetization Opportunities  Mobile search  Click to call  App royalties  Longer term, perhaps a licensing model Conclusion

5. 5© Copyright 2009 EMC Corporation. All rights reserved.Tablet Market Investment Analysis Industry Analysis Personal Computer Industry – Desktop PCs – Portable PCs  Laptops  Netbooks  Tablet Expected to reach a value of $163.8 B by 2014 “post-PC” world ??

6. 6© Copyright 2009 EMC Corporation. All rights reserved.Tablet Market Investment Analysis Market Segmentation Global PC Market – Mobile PC: 54.3% – Desktop PC: 45.7% Geographically – Americas: 42.3% – Europe: 30.8% – Asia-Pacific: 27% 35% of tablet sales will replace PC sales in 2011 (Goldman Sachs) Expected 50-80 million tablet unit sales Cannibalization of netbook segment

7. 7© Copyright 2009 EMC Corporation. All rights reserved.Tablet Market Investment Analysis Market Share Tablet Market Share – Apple dominates tablet segment with 83.9% stake – Google Android’s has only 14.2% stake Gartner estimates for 2015 – Apple’s iOS: 47.1% – Google’s Android: 38.6% – RIM’s Playbook: 10% – HP’s WebOS: 3% PC market share – Hewlett-Packard leads the pack – Apple – Niche Player

9. 9© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Rivalry High Growth Opportunities Competition is high Buyer Power Considerable product differentiation HW specifications are being standardized Moderate Buyer Power New Entrant Open source Android platform reduces barriers to entry HP is looking to license its WebOS platform Supplier Power Communication and processor chip vendor hold reasonable power Low switching cost for components Moderate Supplier Power Substitutes Still evolving form factor Intel introduced ultrabook Substitute threat is high Tablet Industry: Five Force Analysis

12. 12© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Android Advantages Open-source project Speedy innovation and time to market Expected Mobile Advertising business of $1.3 B by 2012 Leader in the smartphone market with 40% stake Technology Strategy Develop a strong ecosystem Drive adoption of mobile platform Customer in focus: Software Developers Challenges Security and interoperability issues No Common Android experience Privacy concerns Weak patent portfolio in communications Core Competencies Great brand name Optimization of its search business Value Added cloud services Huge pool of R&D talents Google

13. 13© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Advantages Value Chain and Ecosystem Hardware Excellence Customer Value and the User Experience Go-to-Market Capabilities Brand Value, Retail channels. Technology Strategy Capitalize on the convergence of the PC, digital consumer electronics and mobile communications Leverages its unique ability to design its own operating system, hardware, application software, and services Develop new products and solutions with superior ease-of-use, seamless integration, and innovative industrial design Challenges Security Limited Enterprise Applications High Total Cost of Ownership (TCO) Core Competencies Apple's Hardware + Software iTunes & Digital Asset Management Apple's Retail Stores Apple iPad

14. 14© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis PlayBook Advantages Dominant player in the enterprise mobile market Existing BlackBerry infrastructure to leverage Long list of excellent features and hardware specs Technology Strategy Leverage BB infrastructure: BES, Push email Powerful QNX –multi-task, real-time, fluid UI Challenges Smaller eco system, less apps Missing some key functionalities: native email client Lack of effective marketing strategy Core Competencies Secure and encrypted transmission Existing BlackBerry infrastructure Vast and loyal customer base Strong R&D and engineering capability RIM

15. 15© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Windows 8 Advantages Support both PC and tablets seamlessly Redesign UI, optimized for touch screen Huge Windows eco system to leverage Technology Strategy New designed from scratch for gestures and touch. Develop once, run on both PC and tablets Run old Windows apps easily Disadvantages Struggling with tablets, failed previous products Tablets <> PC Too late to the market Core Competencies Dominant position in PC, Windows apps Extensive marketing channels, big brand Established partnership network Excellent R&D and engineering capability Microsoft

16. 16© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis WebOS Advantages Will supports both new and old products Player in both enterprise and consumer markets Can use the existing huge PCs customers as a stating base for their sales Technology Strategy Run on both PCs and the Touchpad Runs Windows and OS system Will license OS to hardware manufacturers Disadvantages Less apps HP is too late into a crowded market Touchpad is based on a platform from a failed company Core competences dominant position in the global PC and printer hardware Huge brand awareness Strong R&D and engineering capability HP

17. 17© Copyright 2009 EMC Corporation. All rights reserved. Platform Evaluation Industry S-Curse Landscape of the Technology Adoption Life-Cycle Uniqueness & Complementary Assets over the Life Cycle Future development and Available Apps Future Trends of Tablet

19. 19© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Uniqueness & Complementary Assets over the Life Cycle: Ferment Takeoff Maturity Uniqueness Complementary Assets

20. 20© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis New Product Development Breakthrough Platform Derivative Support New Core Value New Benefits Improved Benefits Variation Radical Next Generation Incremental Base EnablingTechnology Market Perception

22. 22© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Technological Trends – Post PC era  Mobility + Portability – Changed User Behaviors – Consumerization of technology drive Tablet within the enterprise.  Functionality and business process integration  User factors  System integration  Application architecture  Management and security Business Trends – Business Challenges and Opportunities – Market Implications Future Trends of Tablet Industry

24. 24© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Key Success Factors Key success Criteria Weighting iPad Andriod Playbook Windows 8 WebOS Hardware (15%) USB Port/SDCard 1% 0 5 4 4 2 Batter Life 4% 5 4 4 3 3 Weight 3% 4 3 5 3 3 Sensor(Accelerometer /Gyroscope etc) 4% 5 5 3 4 4 GPS/Compass 1% 5 5 5 5 5 Connecttivity (15%) Wifi/Bluetooth 3% 5 5 5 5 5 3G/4G 5% 3 4 3.5 2 2 Security 7% 4 3 5 3 3

25. 25© Copyright 2009 EMC Corporation. All rights reserved. Tablet Market Investment Analysis Key Success Factors Key success Criteria Weighting iPad Andriod Playbook Windows 8 WebOS User Interface (15%) Screen (Quality and Size) 4% 5 5 4 4 4 Front/Back Cameras 3% 3 5 5 4 3 Multitouch 7% 5 4 4 4 4 Handwriting Recognition Enabled 1% 0 3 0 3 0 Application and Management (26%) User Experience 10% 5 4 3.5 3.5 3 Appliation Capability 2% 5 5 3 3 3 Adobe Flash 2% 0 4 5 4 5 Number of Application 8% 5 5 3 2 2 Secure Access Client 2% 4 3 5 4 3 Remote Manageablity 1% 4 4 5 4 3 Platform Eco-System (20%) 20% 3 5 2 3 2 Value-added Service (12%) Content (e-book, music etc) 6% 5 4 2 3 3 Cloud service 6% 5 5 4 3 2

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