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Johannesburg - Tablets equipped with Google’s smart device operating system (OS) Android are flooding African and Mideast markets while rival Apple iOS and Windows gadgets are dwindling in the region.
This is according to data from the International Data Corporation (IDC) which points to “record strong year-on-year growth in Q3 2014" for the tablet space "spurred by a huge increase in shipments of Android-based devices” in the Middle East and Africa (MEA).
Figures from the IDC point to how MEA’s tablet market expanded 29.6% in volume terms during the quarter to top 4.15 million units.
The IDC said growth was most evident in the consumer segment owing to a number of IT festivals and “back-to-school” promotions across the region.
United Arab Emirates (UAE) city Dubai annually hosts the world’s third largest technology exhibition GITEX during October while many schools in the Middle East also start their new years in the third quarter.
"While iOS and Windows OS both suffered year-on-year declines in Q3 2014, shipments of Android tablets increased 47% over the same period," said Victoria Mendes, a research analyst for systems and infrastructure solutions at IDC Middle East, Turkey, and Africa.
"A number of local brands and low-cost Far-Eastern vendors aggressively shipped Android tablets to the region during the quarter. This in turn caused prices to decline even further, spurring yet more demand for these devices," said Mendes.
Breaking down the statistics further, the IDC said that Samsung shipped 996 000 units to the region, representing growth on both Q3 2013 and Q2 2014. Samsung equips its tablets with Android software.
Samsung also maintained its number-one position in the region, according to the IDC.
Apple remained in second place with 572 000 units: a decline both year on year and quarter on quarter, according to the IDC.
China’s Lenovo, meanwhile, was in third place for the quarter as its shipments increased to 525 000 units “on the back of aggressive marketing and promotion campaigns across the region”.
Taiwan’s Asus grew shipments to 361 000 units in the quarter as the vendor targeted the region with its low-cost models.
China’s Huawei shipped 81 000 units during the quarter.
‘2-in-1’ devices on the rise
Smart devices that are equipped with a tablet and keypad are expected to see stronger demand in the region.
In November, software giant Microsoft announced that its is selling its 'Nextbook' tablet range in South Africa via local retailer Makro.
At the time, Makro said it had stocked 4 000 units of 10.1” version and 2 500 units on the 8” 2-in-1 Nextbooks.
"2-in-1 devices are expected to see strong growth from 2015 onwards," said Adriana Rangel, research director for systems and infrastructure solutions at IDC Middle East, Turkey, and Africa.
"Most vendors are expected to add such devices to their portfolios as they continuously try to bridge the gap between tablets and PCs. And as 2-in-1 devices mainly come with large displays, we are expecting them to perform particularly strongly in the region's commercial segments,” said Rangel.
