1. Making Marketing Sense of the Tablet Landscape Noah Elkin Principal Analyst, eMarketer

2. eMarketer: A business information service unlike any other Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media Approach & Expertise – We aggregate, filter, organize and analyze data from more than 4,000 global sources – Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else

3. 2011: Year of the tablet?

4. Or…

5. Year of one tablet?

6. Want an iPad? Get in line.

7. Image courtesy of The New Yorker

8. The iPad owns the tablet market…for now

9. US will account for the majority of near-term tablet demand Source: eMarketer, Dec 2010

10. Apple’s iOS will remain the dominant US smartphone platform in 2011, but Android will pull ahead in 2012

11. Tablets constitute an additional front in the same OS platform battle

12. Tablet awareness and purchase intent are healthy, particularly among younger consumers

13. Tablets have become daily fixtures for many activities

14. Opportunity for tablets in the enterprise is growing Source: ChangeWave Research, Dec 2011

15. Global executives see multiple platform usage as a key trend affecting their business

16. Agencies see advertising opportunities on a range of smart devices

17. Tablet owners are more receptive to advertising…

18. …and open to a range of advertising formats

19. Richer ads bring high engagement rates

20. Case Study: Hyundai Equus

21. Key takeaways  Mobile platform competition remains fierce. The US mobile market is shaping up to be a two-horse race between Apple and Android. Tablets will extend this competition into a new market segment, with BlackBerry, HP and Microsoft as wildcards.  Apple has the upper hand…for the moment. Its chief advantage lies in the strength of its overall offering (brand appeal/breadth of content/iTunes interface/retail presence). But Android is maturing quickly and has strength in numbers.  Leverage the form factor. Smartphones and tablets may run the same OS, but they serve different purposes. Focusing on the distinctions between platforms and form factors will lead to payoffs in user experience.

22. Thank you Noah Elkin Principal Analyst Twitter:@noahelkin Email:nelkin@emarketer.com