Abstract

Europe Main Market for Netbook PCs in 2008

In 2008, Western Europe accounted for almost 50% of the worldwide netbook PC market scale. This was mainly due to the fact that the two major netbook PC vendors Asus and Acer focus on the Western European market, the advanced development of network infrastructure on the continent, high mobile broadband network coverage rates, as well as strong consumer spending and high demand for Internet access. Operators took advantage of this trend and rolled out bundled sales packages, increasing netbook PC shipments in the region. Western Europe accounted for 45.6% of the global netbook PC market in 2008, making it the largest netbook PC market in the world.

The original target market for netbook PCs was the education sector in emerging markets. However, mature markets have become the main markets for netbook PCs. Besides Western Europe, North America accounts for 15.1% of the worldwide market and Japan for 5.6%. Netbook PC products focus on Internet access functions, and the development of network infrastructure and reasonable Internet access fees directly impact the market acceptance for netbook PCs. Due to these factors, mature markets have become the main regions for netbook PCs.

Bundled Sales of Netbook PCs and Mobile Services by Operators to Drive Growth in North America, China in 2009

Regarding 2009, besides major notebook PC vendors, mobile phone vendors are also aiming to move into the netbook PC arena. Due to the focus on Internet access functions and the bundling of netbook PCs with mobile broadband applications, operators and mobile phone vendors are very interested in entering the netbook PC market. In the future this will have an impact on product design and shipment volume. The Intel Atom processor and Microsoft XP OS are currently mainstream specifications. However, after communications companies enter the market, products could be rolled out that adopt ARM architecture and Android platform or feature stronger Internet access features.

Furthermore, if mobile phone vendors move into the PC field, changes could become apparent in the original PC distribution model whereby PC products were mainly sold through 3C retail channels. Sales of netbook PCs through communications and mobile phone channels could lead to major changes in PC distribution channels, and channel diversification could help to increase overall shipment volume.

In 2009, Western Europe is expected to continue to be the main market for netbook PCs, with Western Europe's share of the global netbook PC market expected to exceed 40% in 2009. Due to bundled sales packages rolled out by telecom operators, the share of North America and China is expected to increase. North America's share of the worldwide market is expected to be close to 20% in 2009, while Asia (excluding Japan) is expected to account for 20% to 30% of the worldwide market.

The bundled packages offered by operators were initially popular in Western Europe and Japan, but in 2009 more and more operators in North America and China are joining the fray. Following AT&T, Verizon also started to offer these packages in North America. After the release of 3G licenses in China, operators in the country, such as China Mobile, China Telecom, and China Unicom, have been aggressively cooperating with netbook PC vendors, launching service packages bundled with netbook PCs that are equipped with 3G modules. The home appliance subsidy program for rural areas in China is also expected to increase overall netbook PC shipments.

Appendix

Research Scope

This research focuses on netbook PCs, which are notebook PCs with screen sizes between 7-inch and 10.4-inch (not including 10.4-inch).

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