TMT Predictions 2013 midyear checkpoint

What's ahead in technology, media & telecoms? Explore the infographic, download reports, watch videos, listen to podcasts & more!


Phablets are not a phad

There is real demand for phablets, but it may be peaking

Two thirds of phablets in 2014 will be less than 5.1 inches, only just meeting the definition, and less than 10 percent are likely to be 6 inches or larger. About 25 percent of 2013 phablet sales were new versions of existing devices that enlarged the screen and shrank the bezel, rather than actually making the phone larger. Phablets tend to be more popular in Asia than in North America and EMEA – perhaps due to languages based on complex symbols that benefit from larger screens, or due to greater interest in phones that are good for gaming or can replace multiple devices such as PCs and tablets.

Executive summary

Download this prediction

Phablets are not a phad


The human body and clothing are almost certainly key limiting factors for phablet adoption:

  • Many smartphone users want to use their device with only one hand, at least some of the time. Phablets typically require two hands to operate.
  • Many users may not want a phone that appears out of scale next to their head when making voice calls.
  • Many users carry their phone in their jeans, jacket or small purse—places that phablets generally can’t fit into.

Given the sizes of the various groups who will not want a phablet as their everyday phone, it seems probable that phablets may have an upper limit of between 30-40 percent of the total smartphone market, which suggests their market share may reach a plateau in either 2014 or 2015.

More topics

Contact us

Contact us via our online form

Submit RFP

Submit via our online form


Finance Transformation Solution Sets

Deloitte’s Finance Transformation (FT) practice helps CFOs and other finance executives drive business performance and shareholder value while improving operational effectiveness and efficiency within the Finance organization.


Deloitte Digital

Part Business. Part Creative. Part Technology. One hundred percent digital. Learn more about Deloitte Digital.


Global Merger and Acquisition Services

Deloitte advises corporate buyers and private equity investors throughout the entire M&A deal lifecycle. 


Jolyon Barker

Global Managing Director TMT


Paul Lee

DTTL TMT Head of Research


Duncan Stewart

Director of Research, TMT


Gerald Belson

DTTL Global TMT Consulting leader


Life at Deloitte

People make Deloitte one of the best places to work. What’s great about the people? That’s an easy answer. They are exceptional. Each person is unique and valued for that, among the best and brightest in the business, and takes pride in his or her achievements and the success of others.