SW Sponsored Content Left 3 160x1200

SW Sponsored Content Right 3 160x1200

SW Sponsored Top Banner 3 705x108

Friday, 17 October 2008 17:42

Netbook explosion takes Acer to number 1, Asus to number 4 in EMEA

By
Netbook sales in EMEA (Europe, Middle East and Africa) have literally exploded in the third quarter of 2008, making Acer the top ranking PC vendor for the first time ever, while propelling Asus up the ladder into fourth place. IDC figures show that growth in notebooks overall has been strong, but the take-up of netbooks has been staggering.

According to IDC, sales of netbooks (mini-notebooks) were largely responsible for Acer's breath-taking rise to top spot, which saw the Taiwanese vendor almost double its number of units shipped compared to 3Q07. While sales of its desktop and traditional notbook products were strong, IDC pointed to Acer's massive push of Aspire One netbook as contributing to its soaring volume.

Likewise, the phenomenal success of Asus Eee PC range, was singled out as the catalyst driving the vendor, which like Acer is based in Taiwan, into the ranks of elite players in the PC space. Asus grew its units by a massive 156% compared to Q307, shipping more than 2 million units for the quarter.

Notebook-only vendor Toshiba also did very well, recording more than 40% growth over the previous corresponding quarter and demonstrating the continuing strength of the traditional notebook sector.

Driven by continued buoyancy in the notebook market and the additional momentum created by the new netbook segment, PC shipments recorded a robust 27% increase in EMEA in 3Q08 compared with the same quarter last year, according to IDC.

Notebooks bucked the gloomy economic climate and continued to drive overall market growth at over 52% year on year as consumer demand showed no sign of slowing down in Western Europe and continued to grow in CEE and MEA, while the market also benefited from sustained demand in the business space.

"This quarter benefited not only from continued and robust consumer demand for mainstream notebooks as anticipated, but also from an acceleration and confirmation of the uptake of the new 'Mini Notebook' segment with the proliferation of low-cost ultra portable products and deals through telco operators which contributed to boost consumer demand further," said Karine Paoli, associate vice president for IDC's EMEA Personal Computing research.

CONTINUED Page 2


"Mini notebooks saw a surge during the back-to-school season with IDC estimating over 2 million units shipped in EMEA in 3Q08," said Eszter Morvay, senior research analyst for IDC's EMEA PC Tracker.

"Although the retail channel remained the primary route-to-market to reach consumers, mini notebook volumes were further boosted by the rising number of telco deals across several countries, enticing customers with free laptops bundled with mobile broadband, benefiting Asus and Acer in particular.

"Whilst the retail shelves were dominated by Asus in the first half of the year, the competition heated up over the summer months with Acer deploying strong push across the region. The appealing product design coupled with the right price point earned Asus and Acer a combined market share of over 80% in this rapidly expanding market.

"Mini notebooks are clearly shaking up the competitive landscape, which is likely to get even more fierce in the pre-Christmas season with several vendors launching products from October, and potentially pushing mini notebooks volumes in EMEA towards the 4 million range in 4Q08," Morvay added.

"While the financial crisis that hit Europe in October may lead to intensifying economic pressure over the coming months and slowing business investment trends, the development expected of the new 'Mini Notebook' segment could well balance the impact of any potential downturn and maintain buoyancy in the EMEA PC market in 2009, at least in unit terms. Continued price erosion and potential currency fluctuations will however add pressure in revenue and profit terms for several vendors," added Paoli.

Vendor Highlights

This quarter marked significant change in the top vendor ranking in EMEA with Acer taking the number 1 spot in EMEA while Asus stepped further up to fourth place in the overall ranking

Acer made an explosive entry in the mini notebook market, which, combined with continued growth of its mainstream notebooks as well as desktops, propelled the Taiwanese vendor to the number 1 position in the overall EMEA PC market ranking for the first time. Acer deployed a massive push of its Aspire One across both the retail and telco channels, which contributed to soaring volumes, further strengthening its position in the notebook market. The vendor also continued to gain share in the desktop space, benefiting from the exit of local players from the Western European desktop market.

HP displayed solid growth at over 20% overall in EMEA, further strengthening its position in the desktop market, benefiting from corporate renewals in Western Europe and continued expansion in the CEMA region. However notebook growth remained below expectations as the vendor was not able to leverage from the current buoyancy in mini notebook demand. As a result, HP's performance was constrained particularly in the consumer segment, and pushed vendor into second place in the overall EMEA ranking

Dell maintained positive growth and a strong third place in the overall EMEA ranking although share declined slightly. The vendor continued to leverage from its solid business footprint, and maintained strong positions across both commercial desktop and notebook markets in Western Europe, whilst driving further expansion in CEMA. However Dell also suffered from the late and limited launch of its mini notebook, which constrained overall notebook volumes this quarter.

Asus stepped further up to fourth place shipping over 2 million units this quarter, leveraging from the unabated success of the Eee PC product range. Boasting the largest mini notebook portfolio with varied spec options, the vendor maintained strong push into the retail channel, whilst sealing a multitude of deals with telco operators across EMEA. The elevated exposure and brand recognition gained through the Eee PC also contributed to strong growth of its mainstream notebook portfolio.

Toshiba continued to deliver solid performance with growth reaching over 40% across EMEA. The vendor's results were driven by sustained expansion in MEA and CEE in particular, whilst maintaining healthy performance in Western Europe as well, despite the lack of a mini notebook offering.

Top 5 Vendors: Europe, Middle East, and Africa (EMEA) 3Q08 PC Shipments* (Preliminary) (000 Units)

Vendor

3Q07 Shipments

3Q08 Shipment

3Q07

Share

3Q08

Share

3Q08/3Q07 Growth

Acer (1)

3,113

5,920

14.2%

21.3%

90.2%

Hewlett-Packard

4,291

5,203

19.6%

18.7%

21.3%

Dell

2,351

2,659

10.7%

9.5%

13.1%

Asus

805

2,060

3.7%

7.4%

156.0%

Toshiba

1,137

1,628

5.2%

5.8%

43.2%

Others

10,240

10,387

46.7%

37.3%

1.4%

Total

21,936

27,857

100.0%

100.0%

27.0%

Acer/Gateway/ Packard Bell (2)

3,621

5,920

16.5%

21.3%

63.5%


Subscribe to ITWIRE UPDATE Newsletter here

GRAND OPENING OF THE ITWIRE SHOP

The much awaited iTWire Shop is now open to our readers.

Visit the iTWire Shop, a leading destination for stylish accessories, gear & gadgets, lifestyle products and everyday portable office essentials, drones, zoom lenses for smartphones, software and online training.

PLUS Big Brands include: Apple, Lenovo, LG, Samsung, Sennheiser and many more.

Products available for any country.

We hope you enjoy and find value in the much anticipated iTWire Shop.

ENTER THE SHOP NOW!

INTRODUCING ITWIRE TV

iTWire TV offers a unique value to the Tech Sector by providing a range of video interviews, news, views and reviews, and also provides the opportunity for vendors to promote your company and your marketing messages.

We work with you to develop the message and conduct the interview or product review in a safe and collaborative way. Unlike other Tech YouTube channels, we create a story around your message and post that on the homepage of ITWire, linking to your message.

In addition, your interview post message can be displayed in up to 7 different post displays on our the iTWire.com site to drive traffic and readers to your video content and downloads. This can be a significant Lead Generation opportunity for your business.

We also provide 3 videos in one recording/sitting if you require so that you have a series of videos to promote to your customers. Your sales team can add your emails to sales collateral and to the footer of their sales and marketing emails.

See the latest in Tech News, Views, Interviews, Reviews, Product Promos and Events. Plus funny videos from our readers and customers.

SEE WHAT'S ON ITWIRE TV NOW!

BACK TO HOME PAGE
Stan Beer

Web Analytics Made Easy -
StatCounter

Stan Beer co-founded iTWire in 2005. With 35 plus years of experience working in IT and Australian technology media, Beer has published articles in most of the IT publications that have mattered, including the AFR, The Australian, SMH, The Age, as well as a multitude of trade publications.

Share News tips for the iTWire Journalists? Your tip will be anonymous

WEBINARS ONLINE & ON-DEMAND

GUEST ARTICLES

VENDOR NEWS

Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News

Comments