| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 102 === The purpose of this study is to examine the current and future competitiveness and strategy of tablet and notebook computers. Rapid advancement in technology in recent years has proliferated the use of tablet computers in daily life to drastically change how the average person uses technology products in terms of usage and frequency in their daily lives. In the nearly half century evolution of technology products, tablets are an evolution of the desktop computer, to notebook, to the tablets we see today. They are now the mainstay in computer products and current research institutes and commoners are in heated discussion to determine whether tablets will replace notebook. Therefore, the author has high academic interest in the development and future evolution of notebook and tablets.
Through the exploration in this study, I am able to more clearly understand the evolution of computers and why tablets are the current trend and what led to the production of tablets. In contrast, from the introduction of the first notebook until now, development has met a bottleneck and growth rate is slowing or in some cases, even showing negative growth. How do laptop computers innovate and change their competitive strategy to maintain their market advantage? How do tablets use their advantage of general acceptance by the consumer to expand tablets in the PC market?
In recent years, Apple Computers has released tablets to great celebration in the market resulting in all major technology brands to invest in the research and innovation of tablets. This has continued to spur the growth of tablet market share and while all major computer brands continue to release new type of notebook, the number of models released is slowly decreasing on a year-to-year basis; tablets released by major computer brands are beginning to match notebook in terms of number of models. In this competition, the retail prices of notebook have rapidly declined causing the inability of profit to exponentially grow with increased shipment volume. This has led laptop computers to enter an age of thin margins that are almost similar to tablet profits, or the profit of laptop computers slowly falling to less than the profits of tablets.
Also, as Taiwan’s major notebook manufacturers begin to layout non-laptop computer businesses and expand tablet OEM operations, along with Foxconn’s termination of notebook OEM services and their full efforts in assembling Apple tablets, the main product of major brands and OEMs are tablet computers.
The importance that CPU design manufacturers, major brands, and OEMs has placed on innovative products such as tablets in the development of notebook and tablets lets us clearly see the future development obstacles of notebook. This paper aims to explore the future competitive obstacles of tablets and notebook and their competitive advantages in order to formulate strategies that can quickly adapt to the difficult challenges ahead.
Keywords: tablets, notebook, competitive advantage, development strategy
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