ABI Research: Surface Tablets to have "little impact" this year

ABI Research: Surface Tablets to have
Despite the excitement about the new Windows flavored tablets, ABI Research doesn't expect the device to make a huge impact on the tablet market this year and in fact,  sees the Surface Tablet accounting for only 1.3% of all tablet shipped in 2012. Some of that is due to the late start for the tablet, with availability of the tablet not starting until October. But there is more than just timing involved here.

ABI sees Microsoft believing that it will easily grab the "low hanging fruit," in other words, selling Surface Tablets to those in offices using Windows-based PCs. Of course, Windows will be offering some Surface Tablets powered by Windows 8 and Windows RT for those who want an ARM based processor. Each will find different buyers and will have different price points. The Windows 8 version is expected to cost nearly $900 with the Windows RT model priced at around $600. Obviously, ARM based tablets dominate now, with a 98% marketshare in 2011 and ABI expects more of the same this year. ABI believes that this fragmentation could put some sort of damper on Surface Tablet sales.

If ABI Research is correct, 2012 will not be the year to expect Surface Tablets to challenge the Apple iPad and Android flavored tablets. Whether or not 2013 will show exponential growth remains to be seen.

source: ABIResearch

Related phones

Surface Pro
  • Display 10.6" 1920 x 1080 pixels
  • Camera 1 megapixel
  • Processor Intel Core i5, Dual-core, 1700 MHz
  • Storage 64 GB
Surface RT
  • Display 10.6" 1366 x 768 pixels
  • Camera 1 megapixel
  • Processor NVIDIA Tegra 3 T30, Quad-core, 1300 MHz
  • Storage 32 GB



1. -box-

Posts: 3991; Member since: Jan 04, 2012

1.3% No way it'd be that low, unless they sell them ONLY at a Microsoft Store, and ONLY on New Year's Eve (or maybe the week before), and ONLY if they make quantities so limited that they're shooting themselves in the foot. I already know about 20 people (plus myself) who, instead of buying a new phone this year or a new tablet, will be buying a Surface tablet (some RT, some Pro, myself Pro) as soon as they launch.

6. jcpwn2004

Posts: 314; Member since: Jan 18, 2012

Yah...I think the analyst is basing his prediction too much on crapy over priced android tablets. The surface has the potential to be a game changer. I just hope that the price ends up about 1-200 lower for each though.

7. downphoenix

Posts: 3165; Member since: Jun 19, 2010

people saying they will buy something and doing it are two different things. See: PS Vita sales.

17. -box-

Posts: 3991; Member since: Jan 04, 2012

IF (if!) the 1.3% is accurate, it's only because Microsoft's hardware partners make a lot of sales and the Surface isn't widely distributed or is overpriced, but I can't imagine Microsoft putting this much effort and money into something they won't try to sell widely. I see the Surface having a push on Xbox levels

22. PhoneLuver

Posts: 481; Member since: Jul 05, 2010

So, far the only hurdle is the price really! The prices HAVE to come down. I'd love to have a Surface Pro, but there's no way I'm paying $900 for it!

2. stulla

Posts: 100; Member since: Jun 20, 2012

anti windows article

9. biophone

Posts: 1994; Member since: Jun 15, 2011

Windows has alot to prove so until they do so I'm not optimistic about it.

11. Penny

Posts: 1871; Member since: Feb 04, 2011

Windows 7, Windows Phone 7, Windows 8, Windows Phone 8 -- all great products. There is a difference between a great product and a top-selling product, and a lot of that lies in the perception rather than the reality.

3. jmoita2

Posts: 930; Member since: Dec 23, 2011

Probably sponsored by Apple...

4. mahoganyheart

Posts: 11; Member since: May 23, 2012

I tough about saying this, then I see you already said it. Apple paid propaganda. Microsoft surface for life!

5. remixfa

Posts: 14605; Member since: Dec 19, 2008

1.3 % is a little low. But its late in the game. My guess would have been about 5% or so through christmas. Its biggest impact will be in 2013/2014. MS is going for the long and steady climb, not the instant success (though who doesnt want that). There is a reason that MS has been the industry leader for about 30 years and Apple was industry dominant for about 3 or 4 with the iphone before android beat it. utter dominance doesnt come over night and complacency loses the battle before its begun.

8. biophone

Posts: 1994; Member since: Jun 15, 2011

Well apple never went for dominance apple went for profit. By updating the os a little slower they get people to have to buy new devices for a couple things they hold back on. I see hardly any impact coming from the surface because its not an improvement over what already exists. The pro is but it priced itself too high and so did the RT which why wouldn't people get the cheaper/better android/ios options. Tablets are all about content and right now microsoft isn't there. Heck I think 2013/2014 is an optimistic view on microsoft being competitive.

16. -box-

Posts: 3991; Member since: Jan 04, 2012

How do you know? Prices aren't announced yet

10. twens

Posts: 1186; Member since: Feb 25, 2012

How will you feel having to connect your iPad to a surface just to sync music from your iTunes to your iPad?. That should tell you that your iPad is just a toy.surface doesn't need a pc cos it's already a pc and for this simple reason it will be successful.me plus a lot of iPad 3 owners are getting ready to dispose off our iPads for this beast. I don't see a pc as powerful and compact as this doing poorly or not selling. This is what people have been praying for and it's finally here. Just mark it somewhere, Microsoft is going to move pass all others whiles they try to play catch up.

12. Penny

Posts: 1871; Member since: Feb 04, 2011

Whether or not the Surface tablet sells well right off the bat, I don't think people understand the significance of what Microsoft achieved here by moving the PC, Tablet, and Smartphone all onto the same platform. We will be marveling at the things that will result from this platform unity for the next 3 years.

13. Whodaboss

Posts: 176; Member since: Nov 18, 2011

Penny - I agree with you. The truth of the matter is it's always easier to be a naysayer. If a naysayer is right you won't hear the end of it. If they are wrong they'll move on to the next story without a peep. I wouldn't be surprised if MS has a holiday deal with an X-box and Surface or some phone variant with the Surface. Though I must admit I'm hoping Nokia makes a tablet.

23. PhoneLuver

Posts: 481; Member since: Jul 05, 2010

I completely agree with you! It's a great concept! Something that both Apple and Google have missed! However, both Apple have a proper understanding of pricing! Apple can charge a premium for iPhones and iPads but offer their apps at reasonable prices. Android has a bit of a shotgun approach. If you want high end, you get high end, but if you just want access, you can afford it. Tons of great free apps and some paid ones. Microsoft really doesn't have a good reputation in the mobile space. Windows Mobile sucked and now WP isn't upgradable to WP8 and yet they think it's cool to charge a premium for the device as well as software?? For that reason alone I think the figures are accurate! For them to succeed they need to find a balance between what Apple and Google have achieved.

14. kanagadeepan

Posts: 1284; Member since: Jan 24, 2012

Possible ONLY if M$ kept the price equals to or greater than iPad (FULL Price)... Else no chance...

15. gayasarafe

Posts: 25; Member since: Mar 06, 2012

Right!! people said about the the first generation also....so...these things shouldn't be taken seriously anymore

18. rpankaj

Posts: 29; Member since: Jun 21, 2012

i wont consider one until it plays decent games like cod, battlefield or starcraft2.... anyone expects surface will do that???

19. tigermcm

Posts: 861; Member since: Sep 02, 2009

the pro, yes

20. haseebzahid

Posts: 1853; Member since: Feb 22, 2012

err noob writer by the time surface is in market this is year will be at end so how can it even gain market share of 10-15% in mairly 1-2 months

21. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

I predict 3% But MS spend too much on marketing, so it may goes too 5%

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