Does OS Market Share Matter?

gartner136.gifGartner has new research that compares sales of PCs, tablets and smartphones across the respective operating systems. The headline is that tablet sales are slowing. However, does it matter?

The ever insightful Benedict Evans also has a new post where he explains that we are in the uncharted territory where a minority market share is still very large. He talks of the potential fallacy of "winner (platform) takes all" and suggests that we should look at other things such as the geographic region we are targeting.

Benedict talks a lot about developer revenues and geographic region when choosing a ‘mobile first’ platform and concludes…

"It isn’t so much that ‘maket share doesn’t matter’ (the mantra of Apple fans for decades’) as that you need to think about what kind of market share, where, and whether that matters."

I’d advise you to think and analyse even deeper. I find the emphasis on app revenues and market share slightly concerning. People should be think more about the benefit to their company. This benefit can take many forms. Whether an app is financially viable depends on the kind of app/company as much as it does the platform.

Taking Benedict’s examples of Citibank, Tesco and Carrefour they don’t even sell their apps nor use store in-app purchasing. The fact that iOS users are more affluent probably doesn’t matter for Tesco and Carrefour as iOS customers might be shopping at, at least in the UK, John Lewis and Waitrose anyway. Conversely, I very much doubt many Citibank customers use Android and they would prefer iOS. The key thing here is that these are hunches and guesses.

You need to assess what platform to use on a case-by-case basis and do some market research beforehand as to what devices your users are using and whether they would access your product/service via an app, smartphone, tablet or indeed anything else.

Back to the Gartner headline that tablet sales are slowing. Does it matter? Sales are still of a similar order to PCs and it’s still a large market. What’s probably just as important is whether your end users would access via a tablet and if so, what kind of tablet are they using?