Nokia & Apple: Tablet Wars


This week has been busy one for the tablet market. Nokia launched its first every Tablet, the Lumia 2520, and its first ‘phablet’ smartphone, the Lumia 1520. Meanwhile, elsewhere in the world,  Apple launched their newest tablets, both in 13 inch and 10 inch, preparing to do battle with Nokia as well as Samsung, Amazon’s Kindle fire in the 10 inch market, and a whole host of other (and substantially cheaper) tablet offerings.

Let’s have a look at what Apple & Nokia have launched in the tablet market and see what these launches could mean for the commercially minded among us:

Nokia & the Lumia 2520

“It’s a complete package, it takes everything you’ve got in your desktop or laptop and crams all that into a device that’s only 8.9mm thick and weighs a little over a pound.”


Nokia’s heyday might be far behind them in the mobile world, but the launch of the Lumia 2520 could signal the company turning a corner, even if it will shortly become a Microsoft subsidiary in 2014. First things first, the Lumia tablet comes in at 1.35 pounds, has a 10.1 inch screen and offers 32GB. It also has two mini USB ports, a wrap-around keyboard which also serves as a cover and similar to the Lumia Smartphones, the casing is brightly coloured, coming in red, white, blue or black. Unsurprisingly, the tablet uses a Windows RT 8.1 operating system, a software redesign launched across all Microsoft products a few weeks ago.

The Verge reported that analysts have agreed that the new products are priced low enough to attract interest. “The tablet is a nice design, it’s a good-value proposition,” Gartner analyst Annette Zimmermann said, though she doubts that Nokia’s first foray into the tablet market will bring billions in sales. The tablet will cost $499, so approximately 365€ before tax, putting it on par with the iPad Air.

In terms of opportunities for advertisers, the windows operating system is the most important thing to consider, with Microsoft offering its own app store to companies. Within these apps, developers are given the choice of including ads using HTML or XAML. Opportunities include banners, MPU’s, videos, image galleries or carousal ads to name just a few. One thing to bear in mind is to create an ad which suits a tablet device. One company which has done this well is Nissan, who build an ad for non-scratch paint especially for use in news apps, taking advantage of the swipe motion users make to ‘scratch’ the image of their vehicle.

Apple & the iPad Air

“Thinner, lighter, more powerful than ever before, and incredibly, excitingly new that it deserves a new name: iPad Air.”


Named after their super sleek laptop range, the iPad Air (and new iPad Mini) offers a retina display, putting it on par with the iPhone 5S in terms of pixels and resolution. The iPad Air matches previous models with a 10.1 inch display, but weighs significantly less at just 454g and 7.5mm thick, making it the thinnest and lightest full-sized iPad to date. The software included is also better; the 64-bit A7 processor in the iPad Air has double the performance of the previous generation and adds performance and security benefits, along with potential reductions in complexity of both hardware and software, which should aid reliability. Priced at $499, it is also affordable, though many have already complained that it is confusing that the iPad 2 (priced at $399) is still on sale and not reduced in price.

Commentators have also noted that the iPad Air has launched at an interesting time for Apple apps, as the Cupertino company has seen fit to make most of its software free. iPhoto, iMovie, GarageBand are now all free, though you will have to add some in-app purchases. Other, more productivity based apps, are also free – including Pages, Numbers and Keynote.

In terms of advertising, advertisers can expect improved performance offered by the new processor, therefore increasing the possibilities for heavy-weight creative, layered and video formats. As usual, opportunities tend to vary per app developer; though another opportunity is the Apple iAd, which would only benefit from an improved operating system.



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