That's the mindset with which Microsoft went into Windows Phone. It was still early and most people didn't have smart phones yet. However, at that point it was already too late. OEMs only half-heartedly supported Windows Phone and it never stood a chance.
It's not all that early, either. Half a year ago one third of all adults in the US already had a tablet. Now after Christmas it's probably more than that.
I don't know which mindset you mean, but comparing phones to tablets is apples and oranges imo.
And it is still early imo - Apple sold 14.6 million iPads in Q3 (down from 17 million the previous year) and that amounted to around 30 % of total tablet sales. That means that less than 50 million tablets were sold world wide in Q3, up from around 42 million in Q3 2012. That's hardly massive growth year on year (around 13 %). Once the actual mainstream starts buying tablets, we will see 30, 40 % growth year on year. Also, let's not forget about business users - businesses aren't yet buying tablets in numbers, that too will change and will be a big factor going forward.
I'm not sure how a 3rd of US adults can have a tablet with sales numbers like that, but if that number is correct it means that the international tablet market is ridiculously small right now.
I'm curious, too. I'd especially like to know how the new Surfaces sold. But I'm not expecting much. Maybe they increased their 4% share of tablet sales by a couple of points.
Yeah, should be interesting to see. Doubling that 4 % share would be a good starting point.
I hope they will, but I'd be shocked. I think those demographics will gravitate towards cheaper devices and they will make their purchasing decisions based on recommendations, on what people they know own, and on what they are sold. So far, people don't recommend Windows tablets (i.e. only for people who want x86 applications), people mostly own iOS and Android devices, and OEMs are focusing on Android devices (lots of competition with cheap Android tablets, and better branding and advertising as with e.g. the Galaxy brand vs. Ativ).
The price will be the driving factor for sure. If MS offer RT for free to OEM's as rumoured, I don't see why the price should be higher than that of Android in the long term.
Globally, Windows phone is still around 4%. It's nearly irrelevant in the US and in China. I think 20% in Europe is next to impossible and it will never ever get more than 10% globally.
Windows Phone is growing in Europe because of cheap, decent-quality devices and the Nokia brand. Android is in the process of catching up in terms of the quality of cheap devices (with Android 4.4 and the Moto G) and Microsoft is about to lose the Nokia brand. Windows Phone's increase in market share may not be stable, either. I don't think most people bought phones like the Lumia 520 because of the OS itself and next time they'll buy another cheap, decent-quality device running whatever OS it comes with.
5 % in the US last quarter, doubled in size. You are ignoring the steady growth WP has seen/expecting it to suddenly stop. I don't know why to be honest, there's no reason why it should. A new OS revision on the horizon alongside with all the major apps that people use and new hardware should ensure that the growth is sustainable for the foreseeable future.
Last quarter WP was 12 % (from memory) across the Euro 5 - I don't know why 20 % shouldn't be achievable when the marketshare has tripled over the last 12 months.
I think for the foreseeable future Windows devices (both phones and tablets) will be relegated to 4-10% of the market (with Android capturing 80% of the market) and there's nothing Microsoft can do about it. Maybe they won't be far behind iOS with the difference that Apple will continue to make shitloads of money off iOS devices, whereas Microsoft will be forced to embrace low-margin devices and maybe give away Windows Phone and Windows RT.
Time to get Office on Android and iOS...
I know you think that, but there's no evidence to back it up
I think that long term we could see a 60/30/10 split of the phone market (the 10 % being Apple, btw). I've little evidence to support that view too, but at least there's some.
For tablets, I think it's far too early to tell. But I would say that the Windows brand should prove far more helpful to sales in the tablet space than it did in the phone space.