After iPad’s Head Start, Rival Tablets Are Poised to Flood Offices

The billboards promoting the iPad have a simple message: The tablet is a device for leisure, to be held on one’s lap while lounging on a couch in casual clothes, to watch a film or read a magazine.

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Nir Elias/Reuters

Dr. Nir Cohen showing a patient an X-ray image on an Apple iPad at a hospital near Tel Aviv.

But plenty of businesses have something stodgier in mind. Companies as diverse as General Electric, Wells Fargo, Mercedes-Benz and Medtronic are putting Apple’s iPad to work in their offices. And as a string of devices tailored for the office enters the market — from the likes of Motorola, Research In Motion, Samsung and Hewlett-Packard — tablets are all but certain to flood America’s workplaces.

Ted Schadler, a vice president and principal analyst with Forrester Research, said he expected that tens of millions of tablets would be in use in America’s workplaces by 2015.

“That’s huge growth,” Mr. Schadler said. “It will be the fastest uptake of any device in the enterprise ever. Faster than PCs, faster than laptops and faster than smartphones.”

The new tablets are also expected to give the iPad, which has had the market largely to itself, a run for its money. R.I.M., which makes BlackBerry phones, and H.P. have long relationships with corporate technology buyers. For its part, Apple is hoping to stay ahead of competitors with a new version of the iPad, which may be unveiled as soon as next month.

The company, which sold nearly 15 million iPads in the nine months after the release of the device, won’t say how many were bought by businesses. But during a conference call with investors and analysts in January, the company said more than 80 percent of Fortune 100 companies were using or testing the iPad, an increase from 65 percent three months earlier. Among those companies, said Peter Oppenheimer, Apple’s chief financial officer, are JPMorgan Chase, Sears Holdings and DuPont.

Meanwhile, data from makers of business apps suggest that use in corporations is widespread. The tablet’s road to the workplace has been conventional at times, with technology departments buying them for employees. For example, Life Technologies, a California company that makes products for the biotech industry, has handed out iPads to some 600 executives and salespeople. But the tablets are also walking in through the back door, as employees bring their favorite new tech toy to work and demand access to their corporate e-mail, calendars and other applications.

The trend, which the industry calls “consumerization,” represents a significant shift from the last few decades, when the most advanced technologies were first available in the workplace and eventually migrated into consumer products.

“We can’t tell people not to use this technology at work,” said Brandon Edling, director of workplace technology at NBC Universal. “If we did, they would continue to use it and we would be in the dark about what they do.”

For all its inroads in the workplace, neither the iPad nor any other tablet has displaced the PC, the workhorse of information workers for three decades — at least not yet. But that hasn’t stopped Apple’s perennial rival, Microsoft, from fretting over the tablet’s intrusion into the world of business computing, which it has dominated.

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