MIC ENGLISH

Computing - Mobile Computing

Impact of the Apple iPad on Notebook PCs, Netbook PCs, and Smartbooks

February 01, 2010 / Ya Wei Ku / Vincent Chang / Nicole Huang / Chris Wei

9 Page, Radar

Abstract

Most small- and medium-sized products on the market have complicated product positioning and overlapping application models. With boundaries between different sales channels also unclear, there is a lack of star products that occupy a critical position in the market. At the end of January, Apple announced the iPad, which has roughly the same size as netbook PCs, has a similar interface as the iPod Touch, and features overlapping functions with multimedia readers. The industry is eager to see whether the iPad will become a major force in this market segment. This report analyzes the product positioning and application model of the iPad, and examines the impact it could have on notebook PCs, netbook PCs, smartbooks, and e-readers.

Table of Contents
1. Apple iPad Announcement Puts an End to Market Speculation

2. Market Positioning and Application Model of the Apple iPad

2.1 Fill Market Gap between iPhone and MacBook

2.2 Application Model

2.3 Usage Model Leans toward CE; Less Emphasis on PC

3. Impact of the Apple iPad

3.1 Product Features

3.1.1 iPad Price Positioning Similar to iPhone; Significant Price Difference with iPod

3.1.2 No Obvious Immediate Impact Expected on the Notebook PC (>10.4") Industry

3.1.3 Impact on Netbook PCs Expected to Be Limited Due to Differences in Pricing and Product Architecture

3.1.4 Impact on Smartbooks Expected to Be Significant

3.1.5 E-Readers Featuring Only Reading Functions Expected to Be Heavily Affected

3.2 Distribution Channels

3.2.1 Mobile Operators Are Key Sales Channel

3.2.2 3G Spectrum Limited; Mobile Internet Service Quality to Be Affected

3.3 Business Model

3.3.1 Apple's Market Influence Growing due to Control over Business Models

Appendix

List of Topics
Apple iPad product specifications and market positioning

Usage model of the iPad

Impact of the Apple iPad on notebook PCs, netbook PCs, smartbooks, and e-readers

Sales channel development

Possible spectrum issues for the iPad related to the increasing number of devices making use of mobile broadband services

Evolution of PC products in Apple's business development strategies

Companies and organizations analyzed or mentioned in the report include: Amazon, Apple, AT&T, Lenovo, Microsoft

List of Figures
Figure 1 Applications and Prices of Key Mobile Devices

List of Tables
Table 1 Apple iPad Product Specifications

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