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Bulgaria: Market Opportunity for Media Tablets, 2011-2016

  • Published:
  • 23 Pages
  • IDC

This IDC study provides an analysis of the emergence of media tablets in Bulgaria, which has brought with it considerable discussion both in the public domain and behind closed doors in an ICT industry keen to work out the opportunities involved and the potential impacts. While the early days have been dominated by products that have proven successful in the consumer market and niche sectors of the commercial space, the coming 12 months will be notable for competition between smartphone, IT, and other vendors (and possibly telcos) in an increasingly converged battlefield.

"While the media tablet form factor is still searching for a truly legitimate need to fill, the likelihood that promotional messaging will create significant hype is strong, especially as innovative and more mature usages emerge during 2012 and vendors look to differentiate their offerings to capture share. Contrary to some speculation in the market that media tablets will cannibalize other form factors, IDC does not believe the impact will be great, if evident at all, until late 2012 or early 2013. In short, the media tablet market will constitute an additional opportunity for vendors from all walks of ICT life: We estimate the market will grow 47.4% year on year in 2012, driven primarily by consumer demand and only niche commercial demand." - Senior Research Analyst Evelin Stoev, IDC Bulgaria

Table of Contents


IDC Opinion




In This Study


  • Methodology

Situation Overview

  • Contextual History and Definition

    • Usage Cases in Bulgaria

  • Current Situation in Bulgaria

  • Impact of Media Tablets on Other Markets

  • Ecosystems

    • Apple iOS

    • Google Android

    • Research In Motion (RIM) Blackberry Tablet OS

    • Other OS

  • Potential Drivers of and Inhibitors to the Media Tablet Market in Bulgaria

    • Potential Drivers

    • Potential Inhibitors

  • Sales Channels

    • Telecommunications

    • Retailers

    • Other Channels

  • The Competitive Landscape in 2011

    • Samsung

    • Apple

    • Prestigio

    • Acer

    • Asus

    • Motorola

    • RIM

  • Conclusion

Future Outlook

  • Forecast Overview

  • Future Impact of Media Tablets on Other Form Factors

  • Forecast Assumptions

Essential Guidance

Learn More


  • Definitions

  • Synopsis

Table: Bulgaria Media Tablet Shipments by Vendor, 2011

Table: Bulgaria Shipments Forecast by Form Factor, 2011-2016


Table: Media Tablet Revenue and ASP in Bulgaria, 2011-2016


Table: Key Forecast Assumptions for the Bulgaria Media Tablet Market, 2012-2016


Figure: Media Tablets Versus Portable PCs in Bulgaria (Units), 2011


Figure: Media Tablets Versus Smartphones in Bulgaria (Units), 2011


Figure: Media Tablets Versus Desktop PCs in Bulgaria (Units), 2011


Figure: Forecast by Form Factor (Units), 2011-2016


Figure: Year-on-Year Growth Forecast by Form Factor, 2011-2016


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