The popularity of Microsoft’s Surface tablet is doing wonders for the credibility of Windows 10 as a tablet operating system. 

According to Strategy Analytics, Windows Tablet shipments are projected to hit 49 million units in 2019, a 120 percent increase from 2015 levels. Windows Tablet shipments have already increased at a 58 percent annual rate in the first nine months of 2015 and Strategy Analytics predicts that momentum will carry through the holiday season to reach 22 million shipments for the full year, or 10 percent of the total market.

Peter King, research director in Strategy Analytics’ Tablet & Touchscreen Strategies division said in a statement that Microsoft has captured a good portion of the enterprise tablet market. 

“Microsoft has a key advantage in that its operating systems are found on the vast majority of PC and servers within the enterprise, potentially providing a smoother integration of Tablets using the Windows OS into the enterprise,” King said. “Most, if not all, major vendors will have high to premium tier Windows Tablet offerings by the end of 2016 to address prosumers and enterprise currently served by Microsoft’s Surface Pro line.”

On the consumer side, Android and iOS are already offering discounts on their tablets as they work to compete through the holidays. 

Strategy Analytics notes that Apple has strengthened its position among enterprise and prosumer users with the release of the larger format iPad Pro. 

Eric Smith, senior analyst in Strategy Analytics’ Tablet & Touchscreen Strategies division notes that the Windows Tablet market share has languished in the mid-single digit range for the last few years but new capabilities and form factors could make all the difference.  

“Windows devices now run the gamut from 2-in-1 Tablets from E-Fun in the US starting at $139 retail, to Microsoft’s Surface Book starting at $1499 retail,” Smith said. “Power, graphics, and functionality aside, Windows 10 provides a stable base from which the ecosystem can grow and we are entering a world where Windows Tablets take significant market share from Android Tablets on the low end and compete head-to-head with iPad in the high and premium segments.”