Japanese electronics conglomerate Sony’s new tablet computers, expected to be launched today, will face an uphill task against the leading players Apple and Samsung Electronics, with the gadget's expected pricing in particular raising red flags.
Sony's PlayStation games consoles and Vaio PCs is struggling under the weight of its loss making television division and must require the boost of a new hit product.
Sony has said it is targeting Samsung's No.2 slot in the booming market, where the Korean company's Galaxy Tab range is a distant second to Apple’s blockbuster iPad.
At an event in Germany Sony showcased its latest tablets, which were first shown off at a Tokyo event in April this year it has a single 9.4-inch screen, while the other model is a clamshell type with two 5.5-inch displays. Both run on an adapted version of Google’s Android Honeycomb.
Sony upbeat on the features such as access to first generation PlayStation games and the single-screen version's unique curved design will boost it stand out in the crowd of more than 100 iPad challengers based on Android.
"We worry that the S1 tablet could be priced too high , and thus sell poorly, and we think the S2 clamshell design will fail," Jeff Loff, an electronics analyst at Macquarie Securities, said in a report.
Earlier Hewlett Packard's decision to reduce its Touchpad tablet weeks after launch demonstrates how easy it is to fail in a market pioneered and dominated by the makers of the iPad.
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