The tablet-pc (convertible notebook) has been on the market for recent years but has predominantly targeted specific verticals including doctors and realtors. HP challenged IDEA II with the task of presenting the tablet as an upgrade to the notebook that anyone can use. HP user studies have also shown that many customers view the tablet as being highly complicated and not worth changing from their old notebook to figure it out. Due to the fact that the marketing of the tablet has focused primarily on certain verticals, many customers believe it to be only for those targeted verticals and don’t understand how it can benefit them.
