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Apple, Samsung and Lenovo‘s premium tablets could face competition in the India market in future from a new entrant, Norway-based ‘paper tablet’ brand, remarkable, said experts, who added that the note taking and reading device could appeal to Indian students in tier-1 cities.
“reMarkable brings a very interesting premium positionsing unlike other high-end tablets in the market,” said Bharath Shenoy, senior analyst at technology research firm IDC India. “It is a simple, distraction-free gadget without internet which shall appeal to parents who want to keep young children away from browsing, calls, messaging, gaming and other applications. The brand should look at B2B tie-ups with educational institutions such as schools and colleges in tier-1 cities.”
Based in Oslo, Norway, the brand created a niche product – an electronic paper tablet – which allows users to scribble and take handwritten notes, read and review documents.
The device is powered by a proprietary operating system which does not offer internet browsing, emailing, messaging or any other features of a regular tablet or smartphone. Rather, it can convert handwritten notes to computer-generated text.
Users can combine and rearrange handwriting as well as type on the same page, annotate directly on PDFs and e-books, organize their notes and documents with folders and tags, convert handwritten notes to typed text.
In India, the brand, which launched last month, is targeting the premium segment of customers with the device priced at under Rs43,999 and available online for now.
Mats Herding Solberg, chief design officer and head of product management at reMarkable, told ET that the company will soon expand distribution and after sales service to the offline network which constitutes nearly half of India’s market.
It would compete with the likes of Apple, Samsung, Lenovo and RealMe in a segment of already slumping sales. Apple and Samsung were close market leaders with 25.38% and 25.31% share respectively, followed by Lenovo in the June 2023 quarter of 2023, according to CyberMedia Research, a period when tablet shipments fell 22% on-year.
“On the launch day (in India) of the 15th of January 2024, almost 100,000 people from India visited reMarkable.com. This was more than the number of Americans that visited our web page from the US on Black Friday. The US is the largest market for reMarkable,” Herding said.
He added that 250,000 people from India visited reMarkable.com in 2023, without any marketing efforts, “meaning this is the organic interest in our product from India.”
Remarkable is currently importing completely built units from China for all markets, including India.
Based in Oslo, Norway, the brand created a niche product, an electronic paper tablet, which allows users to scribble and take handwritten notes, read and review documents. The device is powered by a proprietary operating system which does not offer internet browsing, emailing, messaging or any other features of a regular tablet or smartphone. Rather, it can convert handwritten notes to computer-generated text.
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