An examination of the demand, the driving forces, the emerging technologies
and the host of potential challenges for successful establishment of the
market for a new breed of browser-centric, cloud-connected devices
As content and applications shift into the cloud and communications and
computing merge into one gadget, an increasingly mobile lifestyle is demanding
new and innovative device form factors. Alternative approaches to the
traditional PC and handset will play their part, but more radical designs are
also emerging - the newest of these is the cloudbook.
This report is based on interviews with device OEMs, retailers and resellers
and provides a comprehensive analysis of the new cloudbook device segment,
providing insights into the anticipated evolution over its first five years
and the impact it will have on related markets, from notebooks to netbook to
tablet devices. The factors that will drive cloudbooks and the competitive
pressures it will face are also discussed in order to develop a picture of its
place in the connected devices landscape.
Topics of coverage include:
- What is a cloudbook?
- Does the market need a cloudbook?
- The new device landscape
- Critical factors for cloudbook success
- Software as a service (SaaS)
- Notebooks vs. netbooks vs. ultrabooks vs. tablets vs. cloudbooks
- The software platform
- Cloudbook OS players
- Bill of materials and pricing
- Channels to market
- Market size and forecasts
Companies and organisations mentioned, discussed or reviewed include:
- Phoenix Technologies
- Wind River
Answers and opinions are provided with respect to the following essential questions:
- What is the expected size of the cloudbook market in 2011?
- Will Microsoft enter the cloud OS space?
- What proportion of cloudbooks will support 4G connectivity?
- Which device vendors are embracing the cloudbook opportunity?
- What is the typical cloudbook BOM?
- What are Google' s objectives for Chrome OS?
- Why is virtualization important?
- Will there be a winner in the cloudbook vs. ultrabook battle?
- How is the BOM anticipated to evolve over the next five years?
- Is there a strong role for carriers in cloudbook retail?
- Why is the enterprise a sweet-spot for cloudbooks?
Table of Contents
- What is a cloudbook?
- A.1 Origins of the cloudbook
- The network computer
- The netbook
- A.2 Cloudbook market drivers
- Interest in promoting the thin client
- Growth of connected devices
- Web players and device manufacturers
- Providers of web services
- Device manufacturers
- Emerging markets
B. DOES THE MARKET NEED A CLOUDBOOK?
- Lessons from the smartbook
- B.2 SWOT analysis
- B.3 The enterprise versus consumer adoption
C. THE NEW DEVICE LANDSCAPE
- C.1 Tablets and Cloudbooks
- C.2 Cloudbook feature set
- Form factor
- Operating system and UI
- Feature set outlook
- C.3 The main cloudbook players
- C.4 The Chromebook - the first cloudbook
- C.5 A cloudbook challenger - the ultrabook
- Intel' s mobile strategy
D. THE SOFTWARE PLATFORM
- D.1 Elements of the cloudbook environment
- The browser
- App Store
- D.2 Trends pushing towards a browser-based OS
- Limitations of the Fat OS
- Move towards lightweight Linux
- The rise of HTML5
- Challenge to Flash and Silverlight
- D.3 Cloudbook OS players
- Linux distributions
- Cloud OS market share
E. CRITICAL SUCCESS FACTORS
- E.1 New connectivity models
- Breakdown of connectivity options
- E.2 Syncing and login
- E.3 Security
- E.4 The ' self-improving' device
- E.5 Price
- E.6 Flexibility
- E.7 Openness
- F.1 Methodology
- F.2 Cloudbook shipments
- F.3 Portable computing device shipments
- Notebook and tablet shipments
- Netbook and ultrabook shipments
- F.4 Impact on other device types
- Cannibalisation of the notebook market
- Cannibalisation of netbook market
- Non-cannibal cloudbook sales
G. BOM, PRICING & COST OF OWNERSHIP
- G.1 Factors affecting pricing
- Limited hardware differentiation
- Uptake of cloud services
- Subsidy and data plan
- Lack of subsidy
- Connectivity challenges
- OEM push for higher margins
- Comparison with the ultrabook
- G.2 Target pricing
- Initial pricing
- Cost of ownership
- Retail price sweet spot
- G.3 BOM Analysis
- Memory and motherboard
- BOM comparisons
- Strategies for supporting cloudbook pricing
- BOM evolution
H. CHANNELS TO MARKET
- H.1 Software sells hardware
- Potential for conflict
- Google Apps