Toshiba notebook sales pick up

A massive improvement in sales in Saudi Arabia helped cement Toshiba’s second place in the regional notebook PC market in Q2, 2003.

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By  David Ingham Published  September 3, 2003

Toshiba has staked its claim to second place in the regional notebook market after the release of its second quarter unit sales figures this morning (Sept 3.)

The company sold just over 12,000 units in the Middle East in the quarter, according to figures compiled by IDC, which put it ahead of IBM and Dell, behind the clear market leader, Hewlett-Packard. The figure of 12,000 units sold represented year on year growth of 144%.

Ahmed Khalil, regional manager for Toshiba Computer Systems, hailed the results, saying the company has made big strides in the Middle East in recent years. “Toshiba has successfully focused on servicing key market segments such as small home and office users, small and medium business, and the fast growing education sector,” he said.

“Add our dedicated network of… distribution partners and Toshiba’s three year international warranty across the entire product range and you have the main ingredients for our success.”

In the region’s two main markets, the UAE and Saudi Arabia, Toshiba was a clear second in Q2, according to IDC. It shifted 4,259 units in the UAE, 24.2% market share, and it sold 4,533 notebooks in Saudi Arabia, 21.9% market share.

Saudi Arabia was really the big success story for Toshiba — it sold just a few hundred units there in the second quarter of 2002. The company attributed its improved performance to its partnership with Jarir Bookstores, one of Saudi Arabia’s main retailers of notebook PCs.

Khalil characterised the Middle East as a mid-range market for notebooks, with sales growing at around 40% per annum compared to around 9% for desktop PCs. He told ITP.net that Toshiba’s approximate average unit price is Dhs6000, which would make sales revenue for the quarter of Dhs72 million ($19.6 million.)

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