Tablet computers are all the rage, as we all know. The market segment created by Apple (NASD: AAPL) and the iPad is taking away laptop and desktop sales, and consumers are flocking to the smaller more efficient app centric internet portal devices. While the trend thus far has primarily been aimed at adults with high disposable personal income, firms are now seeing the market potential in tailoring devices specifically to children.
Children have taken to swiping and tapping their way around iPads and Android tablets too. Seeing an obvious opportunity, Samsung has launched the Galaxy Tab 3 Kids, a colorful tablet pre-loaded with kids apps and, crucially, access to a new Kids Store. Samsung was light on details about the app store but said it would “drive the educational possibilities of technology for kids.” Statistics on the market for kids’ apps are hard to find, but anecdotal evidence suggests the market is growing as more people buy tablets and let their kids play with them — to education, entertain or pacify.
Samsung said it would launch its new device this September in South Korea, and didn’t give details on pricing. The Galaxy Tab 3 Kids appears to want to fall somewhere in between the LeapFrog “laptops” and tablets that are aimed at children, and tablet devices for adults like the iPad. Among the key selling points: a brightly colored, chunky design with a stand, and a “time management” feature that lets parents select a time period for their kids to use the device, before a password-protected lock screen appears.
In the United States, the back to school sales have pushed customers into the stores, and while this product won’t be caught in that craze, it could be a big product on holiday wish lists as we quickly head towards year end. Many parents are concerned about giving kids a $600-$800 Apple product given the wear and tear kids will naturally subject the devices to. While toy companies like LeapFrog have created a solid product, it lacks the reach that Samsung can achieve, and if done properly can capitalize on an important market segment. Although Samsung doesn’t seem to want to be a gaming company, it will be able to compete well in that space with a tablet for children, as the kids quickly embrace the apps and are captive repeat customers. The tablet wars are heating up as every tech firm has realized the potential, so expect more and more non-traditional competition in the coming years.
