Argus Insights’ analysis of the tablet market continues to show interesting results that are not so easily noticeable in the marketplace. As we add new tablets to our data set, we gain greater insight into how these products perform. With this new data, we can make firm predictions about a product’s failure or success. As always, some products buck the trends. In the tablet market that underdog is Acer’s Android-based Iconia tablet series.
Wait, what? Acer makes tablets? And they’re good?
Not only does Acer make a tablet (they’ve actually released five models during this tablet craze), users love it for one reason—PRICE. With the Android tablet experience appearing so similar across devices, consumers now differentiate these devices on price.
The data above indicates that across key attributes, Acer’s Iconia Tablet receives nearly the same sentiment levels as the Motorola Xoom. The key difference between the Iconia and other tablets is the positive perception of the Iconia’s Price/Value.
This price differentiation reflects a lack of maturity in the tablet market:
- The price/cost of tablet devices does not reflect the value that users receive from the devices. The usefulness of tablets has not extended beyond what can presently be done with laptops and smartphones, and therefore will continue to be seen as a luxury/fun purchase.
- There is not enough differentiation to force purchase choices toward particular products.
While the average consumer may have seen Acer products in stores, few are aware of the value that the Taiwanese manufacturer brings to the US market: quality products comparable to marquis brands offered at affordable prices. In recent years, they have become more consumer-facing and less component-focused, raising the profile of their products here in the US. Those of us who are very aware of what we get from Acer know that the Iconia is the choice for great functionality and aesthetics at a price point that beats top brands. In the tablet space, or more specifically the crowded Android tablet sub-space, Acer provides greater delight to its users simply because the experience costs less than the competitors’.
Acer’s Iconia tablets are not iPad killers. They are, however, an economical standout in a crowded and homogenous tablet market. Will Acer make a big splash in the market? We’ll see, but they are happy to steal Android-based tablet market share from heavy hitters like Samsung and Motorola.