Toshiba introduces its latest laptops to Middle East users

Toshiba is talking up its latest laptops today as it looks to ram home its appeal to both business users and the consumer market in the Middle East.

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By  Andy Tillett Published  September 25, 2005

Toshiba is talking up its latest laptops today as it looks to ram home its appeal to both business users and the consumer market in the Middle East. Toshiba’s Qosmio series of digitally converged notebooks are, the vendor claims, the first of their kind in the Middle East. Its EasyGuard mix of protection technologies includes defence from liquid spills — up to 100ml can be poured onto the keyboard without damaging the machine — and knocks and drops, due to its 3D motion sensors that kick in and protect data if they detect a sudden movement. The technology also offers increased security via hardware-based antiviral and anti-hacking solutions. Toshiba’s brand new addition, which is on show for the first time in this region at Gitex today, is the 1kg super-small Libretto U100. Compact enough to fit in a case or handbag, this device is expected to cause quite a stir this week. For Toshiba, the Middle East currently represents the highest growth market for the company and Khalil reckons that with products such as the Libretto on the horizon this expansion won’t stop there. “In the UAE last year, Toshiba registered 264% growth — more than four times the industry’s growth,” he claims. “Toshiba is the highest revenue earner in the notebook sector in every one of its Middle East markets.” Khalil goes on to quote research company IDC in suggesting that, by the end of 2004, Toshiba accounted for 22.4% of the region’s notebook market, compared to a 9.5% share for the same period in 2003. “The UAE figures are the highest increases shown by Toshiba anywhere in the world, with other notable successes in Oman (up 205%), Bahrain (up 116%) and the Kingdom of Saudi Arabia, where the company moved ahead of HP into second place in the notebook market, with 46.3%,” he adds. As for why Toshiba finds exhibiting at Gitex valuable, the question seems to be more, “why wouldn’t a company exhibit?” says Khalil. “For any IT-focused company that has business interests in the Middle East, Gitex is an essential part of the marketing mix, in terms of presence and support of retailers’ initiatives, as well as showcasing products and promotions,” he adds.

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