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Report: Microsoft could capture 18 percent of the global tablet market by 2019

Posted: , by Mihai A.

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Report: Microsoft could capture 18 percent of the global tablet market by 2019

According to a recent report from market research firm Strategy Analytics, Microsoft will capture an 18% share of the tablet market by the end of the decade.

For a few good quarters in a row, reports from market research firms have shown that the the global tablet market is shrinking faced with the growing popularity of large-screen smartphones (many call them phablets). Despite this decline, however, there are signs that tablet makers have yet to give up the fight.

Ever since Microsoft launched Windows 8 a couple of years ago, the company's OS has made steady progress in the tablet market. Compared to Android tablets, which hold the lion's share of the tablet market at the moment, Windows tablets are much better at productivity work and appear to be favored by enterprises, which comes as no surprise given that modern Windows tablets are able to run desktop-class Windows apps.

Strategy Analytics claims that shipments of Windows-based tablets increased by a whopping 58% in the first nine months of 2015 compared to the same time period the year before. Furthermore, the research firm says that this momentum will carry Microsoft further during the upcoming holiday season. The researchers expect shipments of Windows-based tablets to add up to 22 million units by the end of the year, or 10% of all tablet sales during 2015.

Looking forward, the researchers believe that Windows tablets will continue to gain traction in the enterprise market. As companies open up towards the adoption of tablets, Microsoft finds itself in a key position to sell Windows-based slabs in the enterprise sector seeing that Windows remains the undisputable leader in terms of desktop and server operating systems. 

By the end of 2019, Strategy Analytics predicts that Windows will hold an 18% share of the global tablet market. If this prediction turns out to be accurate, then Microsoft's gains in the tablet market will chip away at the firm grip that Google's Android holds over the tablet market as a whole.

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posted on 23 Nov 2015, 22:45 5

1. sgodsell (Posts: 3627; Member since: 16 Mar 2013)


Android still has the largest ecosystem and services compared to the other 2 platforms. Not to mention every price point. What hurt Microsoft was separating the devices with different apps. Its only since Microsoft came out with Universal apps and Windows 10. Its still going to take time to grow the apps.

posted on 24 Nov 2015, 00:57 3

9. Zylam (Posts: 753; Member since: 20 Oct 2010)


Yea but if you break down the Android graph, the majority will be low end Chinese made Android devices that sell in millions in budget oriented countries and those devices have really bad support.

iOS and MS devices are more directly controlled by the makers. If you made a ego system graph of the flagship phones and mid range phones that receive support, the chart would look different.

Quality vs Quantity.

posted on 24 Nov 2015, 07:47 2

27. sgodsell (Posts: 3627; Member since: 16 Mar 2013)


Just last quarter 300 million Android phones sold in 90 days (3 months). Out of that 20% are flagship devices another 20% are mid range, and the rest (60%) are the inexpensive devices. So now putting numbers to those percentages means 60 million were high end Androids, another 60 million devices were mid range Androids, and 180 million were low end. So even if we put a low percentage of devices that will get support and updates at say 20%, then that means 60 million devices will be upgraded, but we already know the flagship devices get support and upgrades. Even some low end devices get support and upgrades.

So iOS sold 48 million iPhones in the same quarter. Microsoft sold 5 million once again in the same quarter.

But aren't we suppose to be talking about tablets here. The vast majority of tablets get updates no matter what the tablet OS is running.

posted on 24 Nov 2015, 08:53 1

29. janno (Posts: 144; Member since: 19 Aug 2014)


I wonder if this will end up like the report that Windows Phone would have 20% market share by 2016? Remember that one? Everyone thought Microsoft has it in the bag back then, too.

posted on 24 Nov 2015, 09:09

30. elitewolverine (Posts: 5183; Member since: 28 Oct 2013)


It could have....its biggest challenge is people at the counter. If I had a buck for everytime my store tries to sell me a iphone or android.

However, at pc shops, its a different story, they are much more willing to sell you a windows pc convertible/tablet than say a chromebook.

posted on 24 Nov 2015, 18:28 1

39. sgodsell (Posts: 3627; Member since: 16 Mar 2013)


Actually Microsoft's WP was suppose to surpass iOS by 2016. It doesn't look like that is going to happen. Never mind 20% market share by 2016.

posted on 23 Nov 2015, 22:51 2

2. tigermcm (Posts: 855; Member since: 02 Sep 2009)


yawn love my windows but um this wont happen if MS doesnt learn to advertise their phones.

posted on 24 Nov 2015, 11:48 1

38. Crispin_Gatieza (Posts: 1645; Member since: 23 Jan 2014)


Keep yawning, the article is about tablets.

posted on 23 Nov 2015, 22:56

3. tigermcm (Posts: 855; Member since: 02 Sep 2009)


not sure why I cant edit however I meant to say is MS doesnt learn to advertise their products more, look how much they advertise their phones

posted on 24 Nov 2015, 04:49

24. Deca-core (Posts: 75; Member since: 20 Nov 2015)


well..we can see how they are advertising in this post!

posted on 23 Nov 2015, 23:00 5

4. Tziggy14 (Posts: 443; Member since: 02 Sep 2014)


According to the chart, Android is the one losing this. Lol.

But then again, having an iPad Mini 2, Surface Pro 3, a Nexus 7. I can tell you that Windows and iOS are way above Android when it comes to tablets. I got tired of dealing with blown up phone apps and unoptimized UIs

posted on 24 Nov 2015, 03:07 1

15. iushnt (Posts: 1687; Member since: 06 Feb 2013)


Have you tried using a Note Pro or Tab S?

posted on 24 Nov 2015, 09:55

34. rkoforever90 (Posts: 227; Member since: 03 Dec 2011)


I have tab s, I wish it runs on full windows 10.

posted on 23 Nov 2015, 23:17 2

5. Martineverest (Posts: 337; Member since: 27 Oct 2015)


With the way things are going, Android will soon be a platform for the poor and unproductive for her OEMs

posted on 23 Nov 2015, 23:17 1

6. Martineverest (Posts: 337; Member since: 27 Oct 2015)


With the way things are going, Android will soon be a platform for the poor and unproductive for her OEMs

posted on 24 Nov 2015, 03:08 1

16. iushnt (Posts: 1687; Member since: 06 Feb 2013)


People being poor is nothing to make fun about. They are people afterall and there should be someone looking after their needs too

posted on 24 Nov 2015, 03:26 1

19. hemedans (Posts: 511; Member since: 01 Jun 2013)


look at 2013 windows tablet like dell venue pro and asus vivotab note 8, They are still usable and have latest update (windows 10).

windows tablets are cheap and they can serve you many years without being outdated. compare to cheap android tablets which has zero software support

posted on 24 Nov 2015, 07:52

28. sgodsell (Posts: 3627; Member since: 16 Mar 2013)


Bull, many tablets get support and updates for a few years, including Android.

posted on 23 Nov 2015, 23:24 4

7. Martineverest (Posts: 337; Member since: 27 Oct 2015)


Bloat, insecurity, laggy operating system, poor update, numerous customization of Android skin by OEMs etc are killing Android faster

posted on 23 Nov 2015, 23:36 1

8. AlikMalix (Posts: 5835; Member since: 16 Jul 2014)


Don't care for android or iOS market share (those are healthy in their own way). But I would love for Windows to gain at least half of the numbers mentioned above soon. It would be a good alternative to iOS. (Sorry android modifying icons and fonts just won't compensate for bloat and lack of updates among other things).

posted on 24 Nov 2015, 01:23 1

11. joey_sfb (Posts: 5741; Member since: 29 Mar 2012)


'modifying icons and fonts....."

Show how much you know about Android tablet. Its a tablet that novice can use for media consumption to tweaker ROM customization to national grade security and customization. Its open source nature allow the advance user to learn and grow its hacking and programming skill if they choose to do that.

A more simplified description of Android would be touch screen linux device with Google user friendly ecosystem.

posted on 24 Nov 2015, 03:28 1

21. hemedans (Posts: 511; Member since: 01 Jun 2013)


what can android tablet do and windows tablet cant?

posted on 24 Nov 2015, 06:48 2

25. Plutonium239 (Posts: 1048; Member since: 17 Mar 2015)


Nothing because if you need to you can emulate android in a VM in Windows, if necessary. Bluestacks is very nice.

posted on 24 Nov 2015, 10:38

36. joey_sfb (Posts: 5741; Member since: 29 Mar 2012)


You are right. Both are great for different reasons.

posted on 24 Nov 2015, 09:12 1

31. elitewolverine (Posts: 5183; Member since: 28 Oct 2013)


yes because everyone roms their tablet...and why do they rom their tablet? to fix something that android messed up.

with a full windows pc, you have complete control over it, without root. Things like StarDock, registery tweaks, full apps, and if need be bluestacks to simulate android. Let me know when I can run my blender 3d on your android tablet. I can run it on my 70$ hp Stream 7

posted on 24 Nov 2015, 10:27

35. joey_sfb (Posts: 5741; Member since: 29 Mar 2012)


I not saying Android is better than Windows. Its all about the users. I use both Android and Windows.

Taking up software engineering to kill time and the more i understand Android open nature the more i see possibility.

posted on 24 Nov 2015, 11:13

37. elitewolverine (Posts: 5183; Member since: 28 Oct 2013)


The only good thing it comes with is the ability to package your own ROM, that's about it. Otherwise there is nothing different in writing code for full windows, that lets you do anything you want, or android.

While you defend android that you can do this or that....pc users have been doing this for years. The only thing different is you get access to AOSP, which slowly is becoming more and more closed every single year.

Both work great, I have to use android at my work, daily. I have to use a pc, daily. I cannot get around this unless I stop working where I do. But there is nothing an android tablet for the mass consumer will do that a windows tablet wouldn't do, other than platform specific games. and even then windows can emulate it.

Sorry if I am combative today

posted on 24 Nov 2015, 19:27

40. joey_sfb (Posts: 5741; Member since: 29 Mar 2012)


Its ok. When the mind is open new possibility arise. I took up some web/mobile development for the last 6 months. Its a very interesting subject to me. I know people here has great untapped potential, the best way to defend your favorite platform is to develop for it.

Have a nice day, elitewolverine.

posted on 24 Nov 2015, 01:07 1

10. Martineverest (Posts: 337; Member since: 27 Oct 2015)


You don't give Microsoft chance, otherwise it will dethrone you in a twinkle of an eye.... Rise of Windows tablets is a way of getting into smartphone war by Microsoft. The more the sales, the more the universal apps.

posted on 24 Nov 2015, 03:11 2

17. iushnt (Posts: 1687; Member since: 06 Feb 2013)


No one gives anyone a chance, they have to do by themselves

posted on 24 Nov 2015, 02:23 1

12. iusshpandeh (Posts: 250; Member since: 23 Jul 2014)


I bought my sister iPad Mini 2 last year. Later, I got a Surface 3 10.8" 128 GB! And she insisted to take my Surface 3 instead of iPad. And, my mother also got surface 3 replacing her old iPad 4 and I also got Surface Pro 3 to replace my MBAir! I still have that iPad mini and MBair! But, I rarely use any of them! Many of my friends now have Surface Pro instead of iPad. So, things are changing.

posted on 24 Nov 2015, 03:12

18. iushnt (Posts: 1687; Member since: 06 Feb 2013)


I would be one of u soon!!

posted on 24 Nov 2015, 06:49 1

26. Plutonium239 (Posts: 1048; Member since: 17 Mar 2015)


If you install Windows 10 on your macbook air, it will run better than on OSX. ;)

posted on 24 Nov 2015, 02:26

13. Arthurhkt (Posts: 482; Member since: 19 Apr 2012)


Come to think of it, kinda sad that there is no BlackBerry Playbook anymore in this market. It is the only the tablet I truly fall in love with after the Microsoft Surface.

posted on 24 Nov 2015, 03:31

22. Zylam (Posts: 753; Member since: 20 Oct 2010)


LOLOLOL play book came before the Surface, how did you fall in love with the playbook after the Surface!

posted on 24 Nov 2015, 02:56

14. Spedez (Posts: 450; Member since: 29 Aug 2014)


Not going to happen.

posted on 24 Nov 2015, 03:27

20. swole_Nerd (banned) (Posts: 17; Member since: 24 Nov 2015)


Must be April fools in November no way Microsoft

posted on 24 Nov 2015, 03:58

23. Tarox (Posts: 104; Member since: 17 Feb 2015)


is this with surface pro and surfacebook included or only "real" tablets?? If it is included I have the feeling that this number is way too low...

posted on 24 Nov 2015, 09:13

32. elitewolverine (Posts: 5183; Member since: 28 Oct 2013)


they probably don't include convertables

posted on 24 Nov 2015, 09:18

33. P3rsona (Posts: 23; Member since: 25 Aug 2015)


Makes sense since their the only ones getting it right. I have an ipad 2 now which works really well for what it is: media consumption, reading device, browser, note taking, and light drawing.
But man am I itching for a surface pro 4, even 3 would be nice. Reason being is I usually have to carry my heavy laptop aorund with a small wacom tablet. But with the surface pro, it would pretty much replace all my devices. Not to mention it would be amazing for drawing and painting in pro apps like ps, none of that watered down s**t like ipad "pro". But sigh, at the moment it seems out of reach for me in terms of price but I am working harder to get one!

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