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Complex tablets? Not what the people want

By | January 10, 2012, 12:48pm PST

Summary: Lots of tablets are being shown at the CES in Vegas this week, with super-duper hardware to make them competitive. The problem is, prospective buyers don’t care.

The CES has tablets, lots of tablets. The desire to take a bite of Apple’s iPad business is so tangible that a lot of companies are determined to build tablets. As Jason Hiner of TechRepublic puts it so aptly, the problem is with the exception of Amazon they are approaching it all wrong.

See also: CES 2012: ZDNet’s news and product coverage

There are no shortage of tablets being shown at the big show in Vegas that have whiz-bang processors, gobs of memory, super-duper cameras, and even keyboards. The message is everywhere that our tablet runs rings around that “other” tablet. The truth is no one cares, at least not the vast majority of prospective tablet buyers.

The only thing that matters to those not already initiated in the tablet camp is what you can do with them. Read some books, surf the web, maybe play a game or two. That’s it. Tablet buyers don’t care if it’s a dual-core or quad-core inside, or has a 20 megapixel camera on the back. If a company has to resort to selling hardware specs to push its tablet, it’s already lost the battle.

Tech enthusiasts may get all excited over these high-end specs in tablets, but they are the minority. Mainstream consumers, and that’s the only group large enough to make a difference in a company’s bottom line, don’t even want to think about specs. They just want to do stuff with a tablet.

As Jason points out, while tablets are being shown with keyboards to turn them into little laptops, that’s not what many folks want or need. He’s right about that, and that’s coming from someone who regularly uses my tablet that way. The truth is, I use my tablet as a tablet a full 90 percent of the time. I only attach a keyboard occasionally, and while I find value in the added functionality that gives me, that’s not the reason I bought the tablet.

I am in the minority by using a keyboard with my tablet, a tiny minority at that. I wouldn’t give up my tablet keyboard willingly, but I could live without it no question.

If I was looking to buy a tablet to use it with a keyboard most of the time, then I should just get a laptop. Or, excuse me, Ultrabook. That seems to be the laptop genre du jour.

Image credit: Flickr user flickingerbrad

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James Kendrick has been using mobile devices since they weighed 30 pounds, and has been sharing his insights on mobile technology for almost that long.

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James Kendrick has no affiliations or relationships that need to be disclosed.

Biography

James Kendrick

James Kendrick has been using mobile devices since they weighed 30 pounds, and has been sharing his insights on mobile technology for almost that long. Prior to joining ZDNet, James was the Founding Editor of jkOnTheRun, a CNET Top 100 Tech Blog that was acquired by GigaOM in 2008 and is now part of that prestigious tech network. James' writing has appeared in many print publications: Smartphone and Pocket PC Magazine, Information Week and Laptop Magazine to name a few. James' coverage of the mobile technology sector has regularly appeared in the New York Times, Salon.com and CNN/ Fortune online. Not just a writer, James has filmed numerous video reviews and how-tos that have garnered well over a million viewers. He has appeared on local news segments and been interviewed by the Associated Press on mobile technology topics. Additionally, James has been podcasting about mobile technology for years.

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RE: Complex tablets? Not what the people want
CyberGuerilla Updated - 22nd Feb
@deusexmachina, Rick_KI, Robert Hahn

Bragging CPU specs probably don't make sense in tablets, but the availability of ports/slots used in standard PC industry is a VERY important criterium when I made my tablet OS choice. And I am not alone here.

Truth is, over the years, people have invested money in existing hardware (usually built to work with PCs and/or Macs) and it is not unreasonable to demand the iPad or tablet to work nice with these many different other tech products.

You really think that, just because of iPad's popularity, people would immediately throw away their otherwise working printer just to replace it with an Airprint capable one? If there's any indication, check if your employer has replaced the printers recently in the company. Or that people would flock to buy NAS devices just to store files in them that can be easily accessed by tablets?

I don't disagree that the tablet should be kept simple but these features should be expected with the accessories. To Apple's credit, the ports issue can be partly handled by the camera connection kit and the AV . Still ... not just for Apple but for the rival tablet makers too ... when it comes to ports, you better get it serious with the dock.

There is also some truth to the view that a "more complex" tablet with ports means less money spent on additional accessories. For example the iPad HDMI AV adaptor is costing many times more than the mini-HDMI to HDMI cable or the standard HDMI to HDMI cable. Having to spend hundreds of dollars in accessories every time a new generation device comes out, well you do the math.
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RE: Complex tablets? Not what the people want
Droid.Incredible Updated - 10th Jan
Bingo! Goes for both tablets and ipads.
I completely disagree with this article. Sure many want tablets because they've not got a keyboard but plenty want a table to replace their laptop. They don't see the point in owning a tablet and laptop.

Personally I think Asus (and Samsung but no one else) is right on the money.
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@bradavon i agree. Right now tablets are toys thqt people use as toys....the majority of the market that does not want a toy but could see value in a tablet will love the converetible devices which could be the majority of the market.....many people have SETTLED for the current run of tablets....when something better comes along, people will want it. The trick is to help people realize WHY they would want one. Before the Steve Jobs told people why they wanted an iPad, no one wanted one.
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the Windows tablet computers that have been around for ten years would be big sellers.
@bradavon

In a way I agree with you but in a way I see the authors point.

Most that care about specs are truly interested in performance, which translates to, "What will this sucker do for me?" One of the challenges facing the general public, and tablet makers, is that most normal people do not have the ability to convert the technical specifications over to "What can I do with this tablet?"

When people appear to not care about the specs, it is not that they do not care, it is that they do not speak techie.

Rather than tout specs, what the manufacturers need to tout is, "This will run WoW at standard settings at 30 fps." Or something like that. Unfortunately I do not know of a tablet that would run WoW, or other MMOs or FPS games. If a tablet broke into the MMO market or the FPS market, that would make a splash across the news wires and I think the typical consumer would take notice.

As an analogy: IMO it is silly of tablet makers to be comparing and yelling about their bicep sizes and weight lifting ability when the girls they are trying to woo are more interested in something entirely different. My apologies to those who think the analogy is sexist but even if it is, it still works.
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@bradavon Sorry but you are WRONG! Apple's bottom line proves that. I am a techie (write software) and with me there has been a fundamental shift. I have my work computer and it is spec based.

But then I have my tablet, smartphone, etc which is anything but spec based. I use these devices to solve specific problems such as reading the news, reading, and replying to my email, and other basis tasks.

I have never even thought about writing code on a tablet nor do I want to. I have an ultrabook (Air) and with my iPad I am the lightest I have been in years. This is the irony, as it is more economical for me to have the three devices instead of a single "super" device.

The concept of a super device is a red-herring argument. People say that is what they want, but actually don't buy it.
@bradavon Nope -you are way off base - most customers just want the thing to work, and gimmicks are not at all attractive to them. Techies do not comprise much of a market share at all, so aiming features at techies will only put off the major segment of the market. All those feature laden devices are doomed to very small segments of the overall market, which will end up killing the business for most companies unless they are using cash cows to finance their "exploits".
@bradavon Indeed. The article is completely wrong that users don't care about hardware specs. iPad users care about specs just as much as anyone else. Or else why would the iPad 2 have cameras? I bet you the next iPad will have more ram and faster processor, probably a quad core. And if Apple didn't do that they would see sales plummet because of tablets like the ASUS Transformer Prime that has all that and more. And the keyboard dock for the Prime includes a secondary battery that charges the one on the tablet itself. It also have some additional ports and a track pad. It's a great design overall and is selling like hotcakes.
@serpentmage Nope, you're wrong. Specs have nothing to do with coding, but everything to do with performance. I bet you the next iPad will have better hardware specs. If not, sales will plummet because of tablets like the Transformer Prime with the keyboard dock. Great device and it's selling like hotcakes.
@Willnott Gimmicks? The iPad itself is a gimmick. Just look at the iPad 2. Why did Apple add horrible cameras to the device? Imagine if they hadn't. Do you think it would have sold as well? No way. Apple felt the need to keep up with other tablets that were coming out with cameras though other tablets had better cameras. Apple figured as long as they had some kind of cameras on it it wouldn't matter to iPad users and they were right.
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@mrxxxman

The iPad2 has two cameras, a better processor, and other upgrades not because that's the way to sell a tablet but because that's the only way to sell an iPad to people who already have the last version. Better specs happen so that people won't hold on to what they have or go on Ebay to get last year's version.

I'd bet good money that 90% of people don't use their iPad2 cameras after the first few days when the novelty wears off.
@mrxxxman
I think you guys are talking about different things. Of course hardware specs will improve over future iterations of any product. The point is that jamming every feature into a device at the cost of simplicity, ease-of-use and design elegance has repeatedly shown to be not successful in the consumer marketplace.
How many other MP3 players and smartphones advertised the merits of better specs compared to the iPod and iPhone but still failed in the marketplace.. No one is saying that Apple is the only company capable of doing it right, but look at the other products that do sell well and I bet you won't see just a clunky list of functional parts.
@Droid.Incredible The ASUS Transformer Prime and Galaxy Note have proven this article completely wrong. Both of these devices are selling like crazy. Hardware does matter. The advantage for Apple had been design. Not the case anymore. But then again you can think of design as a hardware spec as well.
@Droid.Incredible Thats why netbooks took over the portables market, and why nobody wants ultrabooks.

Duh!
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to hear that the reason Windows Phone is struggling is because of hardware limitations. Much like tablets consumers don't care what the hardware is as long as it does what they want. LTE is an important one though as customers understand 4G.

I'm curious why someone would say this about tablets yet say lack of dual/quad core CPUs is why WP7 is struggling. There are legit reasons and things that should be fixed but the CPU inside isn't the problem.
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@LiquidLearner

WP7 runs fine on single-core processors. The reason is because Metro is slim and light on resources. I have an HTC Surround 7 from WP7 launch (in Canada - shortly after the US launch) and it runs everything perfectly. Games are not slow on it at all either, although I know my phone does get pretty warm when you're cranking out 3D. When you lock in a specific hardware configuration, software developers learn to optimize for their constraints. I would bet money that having no hardware constraints are exactly the reason why Android is such a mess when it comes to performance and poor coding (and there's the fact that it's Java, but we'll leave that point out for arguments sake wink ). WP7 is designed only for Snapdragon processors at this time, and AFAIK (unless they announced them at CES) only for single-core processors. You don't have TI or NVIDIA chips in them yet. Windows 8 will change the ARM ecosystem for Windows, but who's to say whether WP8 will utilize the multi-chip support of its desktop counterpart? Microsoft certainly hasn't - yet. I think keeping the streamlined hardware platform has worked well for performance on WP7. Hell, look at the success of recent game consoles for proof.
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I know what you mean
LiquidLearner 10th Jan
@Joe_Raby

I have an HTC Trophy and I love it. A coworker was showing me his Galaxy Nexus he got this morning. He says to me "And the best part is how fast I can get to the camera." I laughed and told him let's see who can get to the camera faster. He was still waiting for the face recognition to unlock his phone when I took my first picture.

His response? "I don't care, I wouldn't use a Windows phone anyway." Granted I work at a place that is full of Unix/Linux/Cisco Systems Engineers so they are unusually prejudiced. Still I found it highly amusing that his "best feature" still couldn't even come close to matching what my phone can do on "outdated" hardware.
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RE: Complex tablets? Not what the people want
Eleutherios Updated - 11th Jan
@Joe_Raby
Hey Joe Raby, are you a developer? I guess not. Just wanted to ask you, what's your beef with Java? Any specifics I can help you with?
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@LiquidLearner many of the early God-Phones were just leftover Android phone with Windows mobile Phone 7.x shoehorned into them. The ones I personally saw at the AT&T store (because I never saw one in the wild) were crappy and did not perform as well as the HTC Touch Pro, I was issues at work.
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Lie all you like
LiquidLearner 10th Jan
@Rick_Kl

I had a Touch Pro and to say that any of the WP7 devices don't perform as well is utter insanity. That said I will give you that most of the devices feel cheap. I'm looking forward to a Nokia 9xx on Verizon running WP Apollo at the end of the year. I'll pay to switch to that.
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@Rick_Kl
Odd that, once again, your "experience" with a WP7 device is the exact opposite to what all others are saying.

Could it be you feel the need to lie, as the truth is something that you fear others may learn?
plain
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@LiquidLearner You cannot tell me what I observed. the WmP 7 phones I tried were the demo units that were available at the AT&T store, as I have need seen one outside a store.They were laggy, and had a tendency to crash. Windows mobile 6.5 (which Windows mobile Phone 7 was based on) was not that good when it first arrived. It was more like a beta. It could be better now, but between my first impression, and the Windows zfanboy foul attitudes I have seen on here, I have no desire to give it another chance.

Mister Spock, which is true: what I saw first hand, or what a fanboy (you parrot from your religious leader)? I believe I???ll take what I saw, over the insane religious rants of the Microsoft faithful.
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@Rick_Kl Windows Phone 7 is not based on windows mobile 6.5. They scrapped most everything and rewrote the operating system. Windows Phone 7 is not buggy, does not crash, and performs better than most Android phones on less hardware.
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@Mister Spock

All other? Really?!?

CITATION!!!!!!!
MG Siegler wrote an article eerily similar to this one. http://techcrunch.com/2011/11/14/rip-spec/
Resistance is futile - bow to your new lord and master - the Android droid.
I've been saying for a while that nobody cares about ports, CPU, screen specs, or whatever on tablets. They want to turn it on and do stuff instantly. The more they can do, the more they want it. They want it to be so simple that they look like an expert the moment they touch the screen. So far, only the iPad has addressed these desires adequately, which is why only the iPad has been successful. Android on tablets needs a rethink of the user interface design from the moment you turn the device on. Windows 8 on tablets is going to have a much better shot at competing with the iPad because, despite being ugly, the interface is far more obvious to use on Metro than Android.
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RE: Complex tablets? Not what the people want
heathman Updated - 10th Jan
@BillDem

Yea iOS is so new and cutting edge. It's completely horrible. Feel like I am running windows 95 when I turn an iPad on.

Oh and ports are exactly what I want on my tablet. Can't get much easier than plugging in a keyboard, mouse or external hard drive when needed into a usb. A tablet without a sd card slot is a complete and utter fail.
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Oh Happy Day
Robert Hahn 10th Jan
Lucky you. The bargain bins and deal-of-the-day sites are full of tablets with ports and gigahertz and slots... all you could want. And since no one else wanted them, you can buy them for so-much-a-pound.
@Robert Hahn

I actually have a few. And did get them at a bit of a discount. Love it! Of course I could have gone with the fruit and paid additional money for peripherals just because they are so shinny and fruity. I prefer to use big boy products. Keep using your kiddo toys and throwing money at a company who completely screws you over and somehow makes you like it.
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@heathman What you want is a Windows slate. I hear the can actually run for three hours these days, between the 8 hour recharges. But they have all sorts of ports on them, and they still have that Windows Ui you love so much. At least it is not that butt-ugly metrosexual interface the boys in Redmond are currently in love with
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@heathman

"Can't get much easier than plugging in a keyboard, mouse or external hard drive when needed into a usb."

Oh really? (Hint: It's called Bluetooth and NAS.)
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RE: Complex tablets? Not what the people want
CyberGuerilla Updated - 22nd Feb
@deusexmachina, Rick_KI, Robert Hahn

Bragging CPU specs probably don't make sense in tablets, but the availability of ports/slots used in standard PC industry is a VERY important criterium when I made my tablet OS choice. And I am not alone here.

Truth is, over the years, people have invested money in existing hardware (usually built to work with PCs and/or Macs) and it is not unreasonable to demand the iPad or tablet to work nice with these many different other tech products.

You really think that, just because of iPad's popularity, people would immediately throw away their otherwise working printer just to replace it with an Airprint capable one? If there's any indication, check if your employer has replaced the printers recently in the company. Or that people would flock to buy NAS devices just to store files in them that can be easily accessed by tablets?

I don't disagree that the tablet should be kept simple but these features should be expected with the accessories. To Apple's credit, the ports issue can be partly handled by the camera connection kit and the AV . Still ... not just for Apple but for the rival tablet makers too ... when it comes to ports, you better get it serious with the dock.

There is also some truth to the view that a "more complex" tablet with ports means less money spent on additional accessories. For example the iPad HDMI AV adaptor is costing many times more than the mini-HDMI to HDMI cable or the standard HDMI to HDMI cable. Having to spend hundreds of dollars in accessories every time a new generation device comes out, well you do the math.
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@BillDem personally unless Microsoft ditches that butt ugly Metro junk, I do not see blockbuster sales. I do however see them trying to leverage heir monopoly position in desktop OS software into a monopoly i the tablet and phone catagories.
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@Rick_Kl
"personally unless Microsoft ditches that butt ugly Metro junk,"

What's wrong with Mondrian? Worked perfectly well for the Partridge Family! happy
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@BillDem -

In which case aspects of Android would not have been copied to iOS, yes?

http://www.ibtimes.com/articles/214268/20110915/top-10-android-features-ios-5-impersonated-apple-iphone-5-ipad-ipad-2-iphone-3gs-iphone-4-ipod-touch.htm

Granted, Android isn't as stable as iOS...
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@BillDem

One thing we have to remember is tablets are still an unknown to the general public. They've heard about the iPad because of Apple's outstanding marketing and word of mouth, but when it comes to other tablets and "tablets" in general, it's still a big question mark what these things are. And there's no marketing by the competition to try to explain to the public why they should purchase their XoomDroid_20T tablets instead of Apple's iPad. The iPad is selling like crazy and the mistaken belief is that other "tablets" will sell just as well once they beef up the specs and dump it on the market. You have to sell the idea of a tablet to consumers, Apple seem to be the only one does so.
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smart phone's are. tablet's are a fad. they will be around in the form of a screen that connects wirelessly to your smart phone. smart phone's will become so powerfull and portable that they will be an extension to our live's. they will replace every device we use today. they will connect to everything ( tv's,monitor's,keyboard's, mouse, car's, etc.) wirelessy through our networks around the world, personal and buisness. just walking into your office will cause your device to connect to your monitor and that old wireless keyboard and mouse if you choose so. smart phone's are like having a watch. it's with you all the time. if I were a maufacturer..... I would be making tablet's that work with smartphone's. not just stand alone unit's. something you could just slide your smart phone into.
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RE: Complex tablets? Not what the people want
kenosha77a Updated - 10th Jan
@dpt308

It seems every electronic device, to use an old phrase, has it's time in the sun. Tablets are, IMO, the best mobile device today for content consumption. They are currently having their sunshine moment and will do so for a little while longer. So, in that case, tablets ARE the future.

Tablets are the future in much the same way desktop PCs were the future. Now, although desktop PCs are part of the current and future computer ecosystem, most would agree, desktop PCs are NOT the future. (You even allude to that by suggesting smart phones are the future.)

And, in that scenario, I think you are correct. Smartphones (or their successors) will become the future for most consumers but only in the sense that a consumer's FIRST choice will be a smartphone that begins their own personal computing hardware and software ecosystem.

Indeed, if I were to start from scratch, and because of my preference for Apple products, I would chose an iPhone 4S. I would then get the following "peripherals": A large screen HD TV, an Apple TV unit, an Air Print capable printer/copier/fax machine, a Seagate GoFlex Satellite external mobile HD and WiFi storage device and a bluetooth keyboard. (notice the emphasis on wireless devices. All this hardware could be acquired for under a thousand dollars. (with the price of the HDTV being the device that influences the overall system cost the most)

What could I do with this system? Almost everything you outlined in your post, dpt308.

AirPlay allows the mirroring of the iPhone's display content to the HDTV screen. There are productivity apps from Google, Apple and even Microsoft that can be used (in a realistic manner) on the iPhone IF a large display screen is available and with an HDTV coupled to an Apple TV unit, this becomes possible. Of course, if I had an "unlimited" data plan, I could even eschew standard TV for entertainment purposes and just display internet video content from the iPhone to the HDTV set.

To round out the productivity aspect, the wireless AirPrint enabled printer and bluetooth keyboard coupled with the wireless 500 GB of storage from the Seagate GoFlex satellite in addition to cloud based available storage options would serve my needs well.
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@dpt308
Apostrophes are NEVER used to make plurals.

UGH!!!

And please examine your keyboard. There is a magic key to the left of the "z". There is even a second one, just in case, on the right side of the "?". It is used for more than just self-aggrandizement.
@dpt308

A Tablet that works mostly like a second screen for your smartphone? Where have I heard that before... Oh, right... You mean a PlayBook?

Granted, I completely agree with you on this... The funny thing is that RIM is already there with the $199 PlayBook and the very underrated BlackBerry Bridge. Yet, people keep acting like this is some far off goal that we should work towards when it already exists in the RealWorld (TM).
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People want things simple.

Then other people say people are dumb.

It's strange; 30 years ago people could program a Commodore 64.

Nowadays that would be too much work.

Thank the marketers, who would rather turn "dumbed down" into a selling point. They appreciate your money.
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People want things simple.

Then other people say people are dumb.

It's strange; 30 years ago people could program a Commodore 64.

Nowadays that would be too much work.

Thank the marketers, who would rather turn "dumbed down" into a selling point. They appreciate your money.
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@HypnoToad72

How many "people" programmed their own Commodore 64? Outside of computer geeks probably no one.

I don't want to build my own solution, I just want to use it.

How many "people" build their own cars vs just buying one and driving it?
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@HypnoToad72

The C64 was my very first computer, I remember receiving it as a Birthday present when I was young teen. Never once did I think of programing for it, just wanted to play that Battle Tank and other cool games at the time. It's still the same today, I just want to pick up my iPad (or computer) and get to my content/entertainment, not worry about the OS or the technology that runs it.

I thank Apple for always trying to bridge the gap between usability/user friendliness and technology.
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tablet = toy computer
bmeacham98@... 10th Jan
I got an Android tablet and it is amusing, but not very useful. It is a pain to use the annoying on-screen keyboard to enter URLs and search terms, let alone create any longer text. It is OK for reading books, or listening to music, but not that much better than a laptop. It's back to a netbook or laptop for me.
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@bmeacham98@...

I think you are in a minority thinking that a tablet is a toy. Look at the booming market for them. People that are buying them seem to understand what they are useful for and what the do not do well.
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tablets ARE toys. And now we know just how many adults are immature enough to play with them. That is exactly why specs do not matter that much. And that is why iPads reign supreme.
You should have seen my coworker running around the office with his ipad showing off the photos of him coaching a school soccer team. Phones are too small for this stuff, and lap tops are too bulky. Who really needs the specs?
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@ForeverSPb

I will run out and let all the doctors and physicists, police and artists, astronomers and teachers, who use iPads in their work on a daily basis, that they need to cease forthwith. Thank you for this vital piece of information.

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