Annette Zimmermann, Pocket Power: Directions in Mobile Device Technologies, Gartner Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. Pocket Power: Directions in Mobile
Device Technologies
Annette Zimmermann
Principal Analyst
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2012 Gartner, Inc. and/or its affiliates. All rights reserved.

2. Key Issues
• How will mobile devices and platforms evolve
through 2016 ?
• Are Applications and Services rather than
hardware offering the real innovation?
2

3. Smartphone Shipments
Predicted smartphone shipments
2 bn
1.5 bn Other
Blackberry
1 bn
Windows
0.5 bn iOS
Android
0
2013 2014 2015 2016
<75$ ASP
The rise of Smartphones will Smartphones will
smartphones be 52% total global be 78% total global
handset shipments handset shipments
3

4. Tablet Platform Trends
Predicted tablet shipments 2013 to 2016
includes Utility, Basic and Premium tablets of all sizes, excludes ultramobile PCs
400.0
300.0 Other
Windows
200.0
iOS
100.0
Android
0.0
2013 2014 2015 2016
Whitebox Tablet
ASP = $70 to $100
4

5. In Emerging Markets, the First Computing
Device Is Not Always a PC
Consumer Emerging Regions Gartner is challenging the view
Share of units
that in emerging markets a
100%
user's first computing device is
90% always a PC.
80%
We note that:
70%
60% • Tablet prices are falling.
50%
Ultramobile • The quality of tablets from
Notebook
white box vendors is
40% Premium Tablet
improving.
Basic Tablet
30%
Utility Tablet
• Apps on tablets are more
20%
localized.
• There is no legacy behavior.
10%
• Tablet usage is more like
0% phone usage.
2010
2011
2012
2013
2014
2015
2016

6. The Desktop Re-Invented
Lenovo Horizon shows the role All in Ones
will play in the future:
Mixing computing and entertainment
All in Ones will move from our home
office to the living room and will
become the family computer
Windows 8 with Touch is the enabler of
these form factors
Counter Argument:
Do we just need a screen
rather than a full fledge PC?
6

7. Is it a Smartphone or a Tablet?
5” and 6” bridge the smartphone and tablet segment
But is it out of demand or lack of innovation?
How big is the opportunity?
We continue to believe it is niche:
Asia
Consumers who want to carry only one device
The key to make this segment successful is apps that take
advantage of the screen but also deliver more screen with little
Extra footprint
Will Flexible displays that we started to see at CES mark the end
of this category?
7

8. Flexible displays will allow for edgy
designs and new use cases
• Flexible displays on
mobile devices will
enable larger screen
displays to be carried on
trips
• Greatest potential
contributions of reducing
screen breakage
• Costs: 299$ for the
WEXLER.Flex ONE
8

9. Apps Dominate Brand Interfaces
• Mobile apps are now required interfaces for consumer
technologies
• Brands needs apps for interactivity, sharing, presence
• Your mobile device is the hub, but its apps that give it
substance
• “There’s an app for that”
• MindMeld

10. Recommendations
• Embrace mobile ecosystem, or as a primary interface for your
consumer technology products
• Adopt a consumer/customer-first approach to building products and
managing service
• Tablets, Touch and Windows 8 will enable new computing
paradigms. Evaluate use cases and consumer needs remembering
that less is more when it comes to product portfolios
• Improve focus on software innovation around hardware features that
they control but also improve their marketing on the enhanced
experience
• Consider flexible displays not only to extend the viewing screen but
also the area of the device that can be touched. This will allow for
esthetically cleaner designs.
10