EMEA PC markets show healthy growth in Q4

PC shipments in EMEA rise following strong Q4; Middle East & Africa up 19%

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By  Mark Sutton Published  January 22, 2008

PC shipments hit 88 million units in the EMEA region in 2007, according to the latest figures from IDC. The year finished with "healthy" growth in the fourth quarter, with shipments reaching 28.7 million, up 14.4% on the same quarter in 2006.

Within EMEA, the Middle East and Africa region accounted for 3.4 million units in Q4, marking growth of 19.1% year-on-year. The desktop sector saw growth of 7.3%, in comparison to the wider EMEA region where desktop sector was flat, although desktops still account for two-thirds of shipments in MEA in Q4. Notebooks continued to show strong growth, with shipments up 43.7% to 1.33 million units in the quarter.

"While the back-to-school season was mostly geared towards students, with aggressively priced lower-end offerings, the Christmas season was marked by increasing demand for family PCs, allowing vendors to up-sell to solid mainstream specs at slightly higher prices," said Eszter Morvay, senior research analyst for IDC's EMEA PC tracker. "Although ASPs continued to decline at an overall market level, several vendors managed to ease the erosion versus last quarter, hence achieving healthier profit levels

There was no change in position among the EMEA top 5 PC vendors during the quarter, with HP holding the top spot with 19% of all shipments. Acer strengthened its number two place with strong marketing and retail positioning IDC said, while Dell and Fujitsu Siemens held third and fourth place despite soft sales of desktops. Toshiba's strength in notebooks allowed it to maintain the number five slot.

The PC market is likely to see change in 2008 however, in part due to increased competition between the big vendors, with Acer's acquisition of Packard Bell and Dell's improved consumer retail strategy likely to have an impact.

Karine Paoli, director for IDC's EMEA PC group commented: "2008 will benefit from continued growth in the portable space and from an acceleration of the business refresh cycle. However, as the market further commoditizes, the industry faces increasing business model and marketing challenges, and market share concentration among a smaller number of players, already evident this quarter, is likely to continue."

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