Market Segmentation
Tablets are by the day becoming must-have products for most college students, business executives, organizations 
and even customers. For enterprises, there is need for the acquisition of different versions of tablets in order to suite the various departments or sections within which the company will use the tablets. For instance, for an airline organization, high-end tablets may be needed for pilots for the replacement of paper charts, rugged tablet versions may be required for engineers and technicians while the company executives and flight attendants may need light, small-sized and secure tablets for sending data (Tibken, 2012). Therefore, based on the type of company, every one of them will need different tablet versions. Besides, the enterprise market heavily relies on applications that can enhance the productivity of their tablets to undertake tasks, like making presentations, writing proposals, and spreadsheets.
Students and those use tablets on a daily basis, especially people under the ages of 50 years are among those that are increasingly adopting tablets. Based on a survey, 13% of the respondents between age 16 and older had the hope of owning tablets, with those aged between 30 to 64 years with high level of education showing high probability of owning tablets.
Quite a number of enterprise tablet consumers are fast adopting the use of these devices. However, there is lack of strategically planning in many companies that are adopting the use of tablets. ‘’There are companies that even issue cautions saying, ‘’We need tablets,’ then acquire 20,000 pieces and distribute to people in wait for their response on the use of the gadgets’’ (Tibken, 2012). Therefore, the global use of tablets among organizations has gone up with an estimated 25% of global computers in use being tablets (Tibken, 2012). However, enterprises have continued to adopt tablets with almost 16% of organizations using small teams to pilot the application of tablets, while 14% have given out tablets to particular groups within the companies. 1% of the organizations have on the other hand, offered tablets for all employees (Dimensional Research, 2011).
Students buy tablets in order to improve their learning, and also due to the advantages of the tablet over printed copies of books. For those who use these gadgets on a daily basis, tablets are a way of accessing information, entertainment and even online shopping platforms at their own convenience. Most of those who use tablets daily especially the working class buy tablets due to their productivity in applications, like spreadsheets, word processors and PDF readers.
The increasing use of tablets among enterprises makes them potential markets for companies that manufacture tablets. The adoption of tablets in enterprises is estimated to grow by about 50% annually, with the development of applications for tablets predicated to outdo the manufacture of PCs at the ratio of 4:1. There is also enhanced tablet awareness in enterprises with more showing interest in the Android platform. The student market is also very viable with an estimated 70% of college students having interest in owning tablets. Besides, about 20% of these students are intending to buy a tablet in less than the next six months. 73% of students who own tablets and 32% of those who do not own the gadgets prefer to use digital books over printed materials, thereby making the student tablet market to be one of the most viable.
It is also likely that everyday users between the ages of 35 and 44 with higher education and average earnings will adopt the use of tablets. Most of them prefer 7 inch tablets unlike the initial 10 inch version, with many opting for the Android operating system. Therefore, the Samsung Tab, which has been severally reviewed and preferred by many users like enterprises, students and everyday users, has the best chance of obtaining a larger market share from the iPad that is currently topping the list in the market.
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