Marketing a mid-sized mini

Apple devoted a good chunk of the iPad mini introduction doing a direct comparison with the Google Nexus 7 (by ASUS as everyone has clearly forgotten). It was at once necessary and wasted, depending on the audience. For those open to comparing the two, the less convincing focus on the increased screen real esate and the more convincing (if oft-trotted out) focus on tablet app superiority helps to justify the 65 percent price step-up from the baseline. But for many, the availability of a capable $200 tablet is basically the end of the story. Apple’s messaging is of the iPad mini in of the smallest, least expensive iPad, not a relatively big and expensive “small tablet.”

The sad truth for Android tablets is that there have already been two tablets from major manufacturers released at close to the size of the iPad mini — the well-received Galaxy Tab 7.7 and the Motorola Xyboard 8.2. Neither was priced close to the $200 asking amount for the Kindle Fire HD or Nexus 7. In fact, most or all distribution of those models was through carrier stores, which have not been successful in moving tablets to date.

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