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Enterprise, consumers to buy 36M netbooks this year

Posted: 11 Aug 2010 ?? ?Print Version ?Bookmark and Share

Keywords:netbooks? market analysis? mobility?

A market analyst forecasts that 36 million netbooks will be bought by businesses and consumers in 2010, an increase of 13 percent from 2009.

Techaisle research shows that in 2010 the business netbook penetration will be 5.3 percent and consumer netbook penetration will be 1.8 percent. There will be a short and transient shift of netbook purchases among consumers from some mature markets into a few newly emerging markets. At the same time European businesses will continue to adopt netbooks in decent numbers. Techaisle finds that netbooks are especially popular in Europe among very small retail shop booth owners. From 2011 onwards netbook market will show a damped growth curve until 2013 and 2014. However, it will be important for vendors to understand which countries will show growth.

In 2009, netbooks were able to create a market by attracting new buyers and addressing latent mobility needs (need for small, lightweight devices), Techaisle believes that market expansion is limited by the "value proposition differential," or the subjective and objective differences in user experience between various form factors.

"We firmly believe the netbook device is developing into an interesting but niche product segment," says Anurag Agrawal of Techaisle, adding "only those vendors who will quickly understand the boundaries of such niche will truly be able to maximize on the ROI and capitalize on its opportunities."

Techaisle research findings have always ascertained that an appetite for netbooks is found not just as consumer play but increasingly as a business toolwhere we believe lays its strongest value proposition, not as a replacement but as an additional purchase. If the market has to be expanded, it would be good for netbook vendors to begin pursuing users with a business oriented value proposition.

Netbooks are good for students on the move, households at first introduction, shop owners who have no IT equipment but want to navigate throughout the day and traditional businesses for a lightweight device.





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