NEW DELHI: Korean handset maker Samsung is aiming to grab 60% value market share of India’s stagnant tablet market in the consumer, or B2C, space with the help of three new 4G tablet devices catering to various price segments.

“While the market is stagnant in terms of volume in the B2C space, average selling prices are growing for us,” Aditya Babbar, director-mobile business at Samsung India, told ET. “In the first quarter of this year, we had 51% value market share and around 50% volume market share… we are targeting 20% growth this year in the tablet space.”

Samsung, citing Gfk data, claimed it had a 50% value market share in 2018, and 49% volume market share. Despite the stagnant market, Babbar said Samsung was the only exception with growth in market share. “We had seen healthy double-digit growth in 2018, while value growth took place on account of innovation,” he added.

According to CMR’s Tablet PC Market Report, 4G tablet shipments witnessed a 62% sequential growth in the January-March quarter of 2019. There was a 28% sequential increase in tablet shipments in the price band (Rs 10,000-20,000).

The overall tablet market saw an 11% decline in Q1 of 2019 compared to Q4 of 2018, CMR said. Lenovo was the leader in terms of shipments with a 29% market share, followed by Samsung and iBall with 17% each. Apple cornered just 9% market share in the January-March quarter.

Analysts said 4G tablets have already captured the majority of the market while 2G has seen a continuous decline in India. Due to its shrinking tablet business, DataWind recently closed its two manufacturing facilities in India. The tablet market in the consumer segment will be driven by specific use cases such as family entertainment and education. “Over-the-top consumption is driving the entertainment use case… there is a clear behaviour pattern that people view more content on a tablet. They also enjoy eshopping on bigger screens,” Babbar said.

The executive added that two-in-one sub-category is also emerging within the tablet segment to drive the productivity use case. “All these use cases have helped us to grow the market.”

Samsung’s tablet devices are available across the price range starting from sub- Rs 10,000 to over Rs 50,000. “While the market offers 7-inch tablet in sub-Rs 10,000 category, we offer 8-inch device, which has helped us,” Babbar said.

Samsung had developed specific applications for kids and productivity features for these tablets. In addition, these tablets come equipped with connected homes feature set as well. “We are trying to get different use cases for the segment to grow,” he added.

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