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Android tablet manufacturers: Three hard blows await you

After the presentation of the Nexus7 of 2013 and with the renewal of the Kindle Fire range just around the cornerIt seems clear what will happen with tablets, at least in Western countries. To manufacturers that are not called Amazon, Google (Asus?) Or Apple or that do not take a step forward in terms of real innovation and not in the war of prices, features and strange sizes, Three hard blows await you.

The first blow: Nexus 7

Google's strategy of putting a Nexus 7 in each store at an irresistible price and with specifications that exceed many of the other Android tablets that cost double is the first blow. Although the battery is not spectacular, for that price you do not find anything or similar to double the price. The Nexus 10 strategy may not have worked, but it still has confidence. It barely sells a tenth of units than the Nexus 7 despite being a very powerful device for that price. 700k units sold (compared to almost two million Surface sales, rated as a "failure").

A new Nexus 10 is on its way, but will it sell enough? It is clear that people who want ~ 10 ? tablets mainly choose iPads. Android is being relegated to cheaper and / or smaller products.

Second hit: Kindle Fire

But buyers who do not find the Nexus 7 screen small will go to other manufacturers. Soon Amazon will renew its Kindle range, the filtered specifications are really crazy. With different sizes and prices, Amazon will cover the remaining holes left by the Nexus 7. If Amazon keeps prices or even pulls a cheaper tablet at around $ 100, it will be a real madness in sales. At least in North America. Second hit

It is clear that Google and Amazon will get many benefits with the hardware, perhaps something with the ecosystem of apps and entertainment added. But What should scare the rest of the manufacturers is this: Google and Amazon do not need to make money with their tablets, its shareholders forgive it.

But what about the rest of the manufacturers what will they say to their shareholders after quarters and quarters in losses? Google does not want to leave the tablet market to Samsung as it left in the smartphones. Google doesn't want the money from tablet sales, Google wants market control, Google wants to control how tablets are used and that no competitor can put it in the background on the web. On the other hand, Amazon does not want the money to sell tablets, it wants people to buy movies, music, apps and anything else they sell.

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<h2>The third hit: Apple</h2>
<p>I said three strokes. The last blow is the one that hurts the most. Apple, the main tablet seller has already prepared new iPads. Yes <strong>managed to slow down the sales bleeding towards the «other tablets» of ~ 200 ? with the iPad Mini</strong>, a new iPad Mini model with «Retina» could dissipate sales from people looking for quality at a good price. If Apple decides to expand the range with an iPad Mini without retina, or the original, at a price close to ? 250 many buyers will not even think about it.</p>
<p><strong>What do other tablet manufacturers like Samsung, Acer, Lenovo, etc. have left?</strong> Perhaps aspire to other markets such as Chinese where Amazon, Google and Apple do not have a relatively good position. Companies seem to opt for the iPad, waiting for what the Surface Pro can do. Perhaps Samsung, which is the main seller of tablets with its Galaxy range (thanks in large part to its power and drag in the smartphone market) can endure , but will still not get good benefits. Maybe I can keep holding the Note niche market.</p>
<p>Or the margin of doubt of those who believe that the flute can still sound and find the key or an unexplored market trend that will make your tablet succeed, but those concessions are made once or twice, and many manufacturers have already Exhausted.</p>
<p><strong>As if that were not enough, in the low cost range they are not easy either.</strong> Tablets "Chinese" of ? 50 are for sale in any online store and Western physics and accumulate a large bulk of the production against which large manufacturers can not compete.</p>
<p>In short, the premium sector is covered by Apple. The one of the companies by Apple and Microsoft. The most popular sectors by Apple, Amazon, Nexus and something for Microsoft. And finally, the cheapest one, covered by unnamed Chinese tablets.</p>
<p><strong>Dear tablet maker: You have lost the game, your opportunities are over.</strong></p>
<p>In the end Nokia, HTC (and perhaps Motorola that after the Xoom forgot the tablets) have been the smartest all this time.</p>
<p><em>This article is a guest collaboration by Somos Post PC, reflecting their point of view on the subject. You can follow his interesting Twitter here</em></p>