EMEA shipments soar

Third quarter Europe, Middle East and Africa PC shipments rocketed 18.2% year-on-year, with total unit sales smashing through the 17 million barrier, according to preliminary results from the numbercrunchers at research house Gartner.

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By  Stuart Wilson Published  October 18, 2005

Third quarter Europe, Middle East and Africa PC shipments rocketed 18.2% year-on-year, with total unit sales smashing through the 17 million barrier, according to preliminary results from the numbercrunchers at research house Gartner. “For the third consecutive quarter this year the PC market in EMEA showed robust shipment growth,” said Ranjit Atwal, analyst for Gartner’s computing platform group in EMEA. “In the first half of the year we saw significant price declines boost demand.” “In the third quarter of 2005, the cost of PC components stabilised and further declines in PC prices were less severe however demand remained strong. This could mean that prices for consumer PCs reached an optimal point, encouraging both new users to buy earlier and replacement buyers to purchase sooner than expected,” Atwal added. HP continued to lead the way in EMEA, shifting 2.71 million units in the third quarter — 15.9% of the total addressable market. Gartner’s preliminary figures include desktops, notebooks and industry standard servers. However, this did equate to a small decline in market share year-on-year. According to Gartner, HP’s notebook growth remains strong, but the vendor achieved a lower growth rate in the desktop space, allowing second placed Dell to narrow the market share difference. Gartner claims that Dell has reduced the market share difference between itself and HP by 3% in EMEA since HP’s acquisition of Compaq. Dell grabbed 11.4% market share in the third quarter, outstripping the overall market growth rate as it boosted unit shipments to 1.95 million. Acer achieved the highest year-on-year growth rate of the top five EMEA vendors, pushing unit sales up 47.5% year-on-year to 1.52 million — 8.9% of the total addressable market. A-brand vendors continued to exert pressure on local assemblers in EMEA, especially in Western Europe, making the most of their economies of scale and purchasing power with components vendors. “The top ten vendors strengthened their position by gaining market shares to the detriment of local vendors in Western Europe, who again found themselves uncompetitive in the mobile PC market. The strongest performing vendors were Acer, Apple Computers and NEC,” added Atwal. This trend, identified in Western Europe by Gartner, has implications for the wider EMEA region. While local assemblers have managed to carve out sustainable niches in the desktop PC sector and fight off the muscle of the A-brands, it is proving much more difficult for them to do the same in the notebook sector. With notebook PCs accounting for a growing proportion of the total PC market, local assemblers will come under increased pressure. Gartner expects a strong fourth quarter in EMEA, ensuring that the region records an impressive double-digit shipment growth rate for full year 2005. On a global level, total third quarter shipments exceeded 55 million — up 17.2% year-on-year. “Strong market growth continued to be driven by lower prices and mobility in the third quarter,” said Charles Smulders, VP of Gartner’s computing platforms worldwide group. “These factors sped up new PC adoption and replacement activities. Overall market growth exceeded expectations, with home demand for mobile being particularly strong.”

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