Tablets in minus

According to IDC, in the I quarter 2014 of delivery of tablets to the Russian market in comparison with the similar period of 2013 decreased in kind by 8% to 1,66 million pieces


Deliveries of tablets to the Russian market in the I quarter fell for the first time from the moment of their emergence in the market, the IDC company reported. Sellers claim that it did not notice, and devices are on sale still well.

In January – March, 2014 of delivery of tablets to the Russian market in comparison with the similar period of 2013 decreased in kind by 8% to 1,66 million pieces. It follows from the report of IDC. In terms of money the proceeds of suppliers from such devices were reduced by 34,1% to 439 mln. dollars, the analyst of IDC Natalya Vinogradova adds. This first noticeable falling of a segment in Russia, is noted by her. In the IV quarter 2013 of shipment of tablets in natural and monetary value in comparison with October – grew respectively by 55,5 and 27,6% December, 2012.

Vinogradova sees some reasons of the incident. Demand for tablets falls against all-economic recession, weakening of ruble and growth of credit load of the population which as a result brings in decrease in solvent demand, she argues. In the large cities the market of tablets was already sated – most of persons interested to get these devices bought them, Vinogradova continues. According to her, decrease in the income from sale of devices is connected and with reduction of average cost of tablets. To predict when recession of shipments of tablets to sellers will be followed by recession of their sales to end users, Vinogradova did not become.

Reduction of deliveries was already reflected in sale of tablets. In April, 2014 retailers sold 20% less tablets, than in the same month 2013, the leading analyst of Mobile Research Group Eldar Murtazin counted. If mobile network operators did not support the market the cheap subsidized devices, sales of such devices would fall to all 40%, he is sure. Life cycle of tablets in Russia (on average 2,5 years) appeared above on what producers counted, Murtazin tells. It considers as one more reason of recession of popularity of devices absence in the market of tablet computers of cardinal innovations. The tablet bought three years ago, a little than differs from new model and to change it for a novelty there is no sense, Murtazin explains.

The market disagrees with conclusions of analysts. MTS following the results of the period from January to March, 2014 increased the volume of purchases of tablets after increase in demand for them in own retail, the representative Dmitry Solodovnikov assures her. The quantity sold to MTS in pieces increased by 165% in annual calculation that is 3 times higher, than on average on the market, and in money of their sale grew by 74%, he notes.

By data "Coherent", in the I quarter 2014 growth of sales of tablets in Russia made 57% in kind (to 1,9 million pieces) and 18% in monetary (20 billion rubles). Growth rates of the market were a little slowed down against high base of 2013, but nevertheless remained two-digit, the representative "Coherent" Maria Zaikina speaks.

The representative of "M.Video" says that tablets in the I quarter 2013 in this network were on sale well: sales volumes grew in comparison with the similar period of last year by 31%. For the beginning of 2013 the volume of the passing remains of tablets in warehouses of producers and retailers was much less, than for the beginning of 2014, is explains a difference in volumes of necessary shipments, the executive vice-president of "Euroset" Victor Lukanin adds. The research IDC cannot consider gray import of the tablets which did not pass customs registration, and it, for example, in a retail online segment about 60% of all sales, doubt Lukanin. Also disputable there is a question, to carry devices with a display diagonal from 5 inches (fablet) to smartphones or tablets, he considers. In the report gray deliveries really were not considered. Thus devices with a diagonal of 7-16 inches belong to tablets, Vinogradova from IDC specifies.

IDC lowered on May 29 the global forecast on growth rates of the market of tablets. In 2014 in the world 245,4 million tablets though before IDC predicted 260,9 million will be sold, follows from its report. Consumers use tablets much more long, than it was originally supposed, thus instead of new tablets to replace old they often buy fableta, the vice-president of IDC Tom Maynelli of the reason of revision of forecasts explains. Opinions of analysts and representatives of electronic retail on when the market of tablets will return to the former state, disperse. If by IV quarter exchange rates are more or less stabilized, sellers and producers have chances to win back losses, the general director of TelecomDaily Denis Kuskov considers.

Tablets in Russia

Shares of the largest producers of tablets in the Russian market on the shipped devices, the I quarter 2014.
Vendor Share, %
Samsung 20,5
Apple 16,7
Asus 8,3
DNS 6,1
Prestigio 5,6
Others 42,8


Source: IDC



Valery Kodachigov
Sheets
 No. 96 of 30.05.14