• TCL is endorsing its NXTPAPER display technology as a key differentiator for its smartphones and tablets to address eye strain caused by increasing screen time.
• 5G connectivity is included but adds little to the device’s overall usability – at least for users in mature markets where the device is likely to be a secondary device.
• Carrier data device pricing remains prohibitive and can add significant cost to a potential purchase, especially in the mid-range segment. More flexibility in pricing, data allowance and accessibility of standalone plans would go a long way to drive adoption.

To stand out in the tablet market’s crowded lower-mid-range segment is no small feat. TCL, known for its willingness to chart a different course than the competition, has made a compelling move with the launch of the TCL TAB 10 NXTPAPER 5G connected tablet for Verizon in the US. The TAB 10 is not just another addition to the 5G-connected tablet market. Rather, the device features TCL’s unique NXTPAPER display technology, setting it apart from the competition. TCL has been focusing on NXTPAPER over the last year or so. The key selling point of the technology is the ability to mimic paper-like texture and change color settings dynamically to create the feel of an e-reader and minimize eye strain. The benefits of the technology are clearly noticeable when using the device. Simultaneously, the challenges the form factor continues to face are also not hard to miss, particularly in the way carriers continue to try to monetize integrated 5G connectivity. NXTPAPER – Standout Branding Opportunity The TCL TAB 10 NXTPAPER 5G's standout feature is its NXTPAPER display technology. Unlike traditional LCD or OLED displays, NXTPAPER combines a multi-layered screen with a reflective layer that reduces glare and mimics the experience of interacting with an e-ink reader, like Amazon’s Kindle. The technology enhances readability by filtering out harmful blue light and minimizing eye strain. Blue light strain is a challenge many OEMs have been trying to address across smartphones and tablets. TCL’s unique solution is based on its in-house capabilities as a display maker. The innovative technology allows users to toggle between a traditional color display and two e-ink display modes – one with color and one for black and white viewing. This makes the TCL TAB 10 NXTPAPER 5G especially attractive to students and families who need a device that can handle a variety of tasks and app use cases. A benefit of the viewing modes is that Android apps continue to function as intended, just adjusted for the color theme – including watching videos and changing the display mode with a video rolling in the background. TCL’s Strategic Positioning in the Mid-range Market TCL’s integration of NXTPAPER technology in the TAB 10 5G is a strategic move to differentiate itself in the saturated lower mid-range market. At Verizon, the tablet costs $239.99, or can be purchased via a payment plan, like for smartphones. Users will not find high-powered cameras or build quality of a premium tablet. The integrated haptic feedback is harsh and distracting. The bezels are large and do not look as modern as the integrated 5G connection would suggest the device to be. However, the changing display modes provide enough of a new user experience to keep consumers engaged with the device for some time. The ability to turn longer online articles into e-ink books proved to be an enjoyable experience and changes how users interact with text. For children’s texts, the color e-ink mode creates a physical book-like experience. The anti-glare characteristics of the display worked to an extent but did not completely solve the issue. In bright light, there still were instances where visibility was limited, just like with regular displays. The Challenge of 5G Connectivity One of the standout features of the tablet, 5G connectivity, is also one that creates hurdles for buyers. The tablet is compatible with Verizon’s network and buyers can add it to an existing Verizon phone plan for as low as $20/month, before other discounts, for unlimited data access. However, non-Verizon subscribers have to effectively subscribe to one of Verizon’s Unlimited plans, usually meant for phones, for $90/month. For buyers of a mid-range tablet, even an add-on discounted $10/month access fee to other phone plans attaches $120 per year to their bill – on a device that costs under $240 outright. Combined with generous hotspot allowances on phone plans, this pricing dynamic illustrates why carriers and OEMs continue to struggle to make 5G a key feature for tablets, and by extension laptops as well. Adding 5G connectivity to a tablet, especially in mature smartphone markets, remains expensive and does not solve problems for users. Conclusion The TCL TAB 10 NXTPAPER 5G represents TCL’s commitment to innovation, especially in display technology. By leveraging its proprietary NXTPAPER display technology and combining it with 5G capabilities, TCL’s TAB 10 tries to address a number of user pain points – some more so than others. The NXTPAPER technology works to turn the tablet into an e-ink reader, with advanced capabilities. The display reduces eyestrain and also makes content more visible in bright sunlight. However, 5G connectivity does not add enough value to warrant the costly data add-on for existing Verizon users. For new users, purchasing a mid-range tablet and opening a new line of service with Verizon would cost over $90/month – negating the affordability of the tablet and posing as key hurdles to 5G adoption in mature smartphone markets in other device form factors. TCL’s approach to the tablet space positions the company well as an affordable alternative to Samsung and Apple. However, carrier pricing strategies remain a key hurdle and TCL should embrace other retail channels to expose more potential buyers to one of its key differentiators in smartphones and tablets – its NXTPAPER display technology.

Image source: Counterpoint Research