Vendors Have Taken an Aggressive Stance to Develop Their Low-Priced Notebook Pcs
Affected by the global economic situation and the substitute effect of other mobile devices, the global notebook PC market is estimated to decline near 10% to around 170 million units in 2013. Chinese brands have begun increasing their in-house manufacturing share and Korean brands have cut down outsourcing orders resulting from the lukewarm market demand. According to Jane Yeh, senior industry analyst of MIC, the reduced outsourcing orders are expected to lead to a 14.7% year-on-year decline in the shipment volume of Taiwanese notebook PC industry in 2013, with its decline rate faster than the global average.
“In order to beat low-priced tablets, vendors have taken an aggressive stance to develop their low-priced notebook PCs.” “In addition to forming partnerships with companies in the supply chain of key components, the prices of CPUs - the part that normally takes up the largest share of BOM costs - are declining”, noted Jane Yeh. Intel is set to launch its Atom series of processors under the Bay Trail M-architecture in the first quarter of 2014 and their prices are expected to be 10% to 20% lower as the company will adopt a pricing strategy different from the past. Bay Trail-M Atom processors have no size limits and thus other than 11" notebook PCs, 14" and 15" mainstream models are expected to embrace them as well. This, however, is anticipated to push the ASP down.
Greater China Notebook PC Shipment Volume, 4Q 2011 - 1Q 2014
Source: MIC, November 2013
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Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. http://mic.iii.org.tw/english