The tablet market in the Middle East and Africa (MEA) region grew 184% year on year in the first quarter of 2013, to reach a total of 2.25 million units, according to the latest results released by International Data Corporation (IDC).
The growth stemmed mainly from the home segment, aided by steady expansion in the business sector. In particular, there was a considerable increase in demand from MEA businesses for tablets running Windows OS, the IDC said.
“Growing demand from the commercial segment is expected in the coming years, especially within the education sector,” said Victoria Mendes, a research analyst for personal computing, systems, and infrastructure solutions at IDC.
“Education projects like “Fatih” in Turkey, the Supreme Education Council’s (SEC) “e-bag” project in Qatar, and Sheikh Mohammed’s ‘Smart learning’ initiative in the UAE are expected to drive commercial tablet sales in the coming years. The banking sector and the aviation sub-sector are expected to be other key spending industries.”
Traditional PC vendors, although initially counting on the Windows 8 platform to grow their tablet market share, are now pushing their Android devices (alongside Windows) at competitive prices in order to capture share from low-cost tablet vendors.
This steady march of Android and Windows 8 tablets will inevitably have an impact on Apple’s performance, said Fouad Charakla, a research manager at IDC. “Apple’s proprietary operating system, iOS, is expected to continue losing share across the MEA region,” he said.
“However, the rapidly growing demand for the iPad Mini is expected to enable the vendor’s volumes to grow at a much faster pace than previously forecast.”
The tablet market’s growth will primarily be driven by the greater variety and availability of tablets offered at reduced prices. The market share of Android-based tablets is expected to increase significantly in 2013, largely due to an increasing number of models priced $100 and below, the IDC said.
Telecom providers are expected to become an increasingly important distribution channel across the MEA region, as they offer tablets at reduced prices and provide installment payment plans. Turkey and South Africa currently have the region’s highest volume of tablet sales pushed through this channel.
IDC predicts that the tablet market will record a shift from traditional, larger screen sizes to smaller screen sizes (7–9″) in the coming years, due mainly to price and portability.
Demand for smaller screen sizes has been increasing recently, and as such, vendors are now investing more into manufacturing such devices.