Apple tablet rivals could take share in Europe if price right

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Apple tablet rivals could take share in Europe if price right

Simon Quicke

Tablet vendors struggling to live in the shadow of Apple's market dominance might fare better outside the US in Europe if they get pricing strategies right.

That prognosis of the state of the tablet market has come from analyst house Forrester, which has issued a report covering the state of the market advising vendors to target Europe.

Apple has a smaller number of outlets across Europe compared to its more extensive network in the US and that could hand Samsung, HP, Acer and Research in Motion a chance to gain more share in the UK and continental Europe.

But in the report by Forrester analyst Sarah Rotman Epps price was identified as the key way for Apple's rivals to change the market landscape.

"Even with all this competition, prices for iPad competitors remain too high, and no player has assembled an ecosystem of content and applications that rival Apple's," stated the report.

"Unless prices fall rapidly, the European tablet market is vulnerable to disruption from Chinese and Taiwanese original design manufacturers hoping to move up in the consumer value chain," it added.

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