iPad Rivals Have Better Chance In Europe

Would-be rivals to Apple’s iPad have a better chance in Europe than they do in the United States, but they need to drop prices fast to grasp the opportunity, IT research firm Forrester said on Tuesday.

Apple’s relatively small retail presence in Europe — with 52 stores compared with 238 in the United States — offers a chance to the likes of Samsung, Acer and Research in Motion, Forrester said.

But their prices cannot yet compete with Apple, which has far larger scale in the tablet market and an efficient supply chain. Forrester said emerging challengers from China and Taiwan would likely step in soon with cheaper offerings.

“There is this opportunity for iPad challengers, but the competition is very fragmented. Competing with Apple will require a different approach from what we’ve seen so far,” said analyst Sarah Rotman Epps, the author of the Forrester report.

Apple still has the tablet-computer market almost to itself after launching the iPad a year and a half ago. It has sold close to 30 million iPads, whose prices start at about $500.

Forrester expects Apple to sell 80 percent of all consumer tablets in the United States and 70 percent in Europe this year.

It expects 2011 worldwide tablet sales to reach 48 million units, with half of those sold in the United States, 30 percent in Europe, 15 percent in Asia and 5 percent in Latin America.

Forrester surveyed almost 14,000 online adult consumers in France, Germany, Italy, the Netherlands, Spain, Sweden and Britain, and also interviewed product strategists from manufacturers, telecommunications operators and retailers.

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