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EMEA PC market showing signs of old self.

Tags: ASUSTeK Computer IncorporatedAcer Computer Middle EastHP Middle EastToshiba Corporation
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By  Andrew Seymour Published  August 8, 2010

The PC market in Europe, Middle East and Africa continued to return to better health during the second quarter, recording solid growth of 21% year-on-year with close to 24 million PCs shipped across the region.
Despite fears of a slowdown, the PC market delivered a robust performance, even exceeding expectations overall across both commercial and consumer segments. In the Middle East and Africa specifically, the market saw strong double-digit growth led by continued demand for mobile PCs.

“Growth in the Middle East and Africa performed in line with forecasts of 16.4%, with the African continent outperforming the Middle East by reporting annual growth of 34%,” said Stefania Lorenz, systems and infrastructure solutions research director at IDC.

The overall EMEA PC market benefitted from a gradual uptake in the business space as companies started to re-engage on refresh cycles in Western Europe, while also picking up across the CEE region. Although spending will remain cautious, IDC believes that better-than-expected commercial PC market growth is an encouraging sign and says accelerating demand will continue to support the market during the second half of the year.

On the consumer side, meanwhile, demand remained strong, driven by mainstream notebook renewals and increasing uptake of all-in-one PCs.

The market also profited from a more balanced product mix, with increasing share of mainstream notebooks versus mini-notebooks, as well as higher priced all-in-ones in the desktop market, which contributed to increasing average selling prices and supported stronger revenue growth.

“The first half of the year confirmed a strong recovery in the EMEA PC market, and while global economic conditions will remain challenging, the outlook for 2H10 remains positive, and will be driven by the continued rebound in business and consumer renewals,” said Karine Paoli, associate VP for EMEA systems and infrastructure solutions at IDC.

The biggest winner during the quarter was Asus. It almost doubled unit shipments and now sits just one percentage point behind third-placed Dell in the EMEA rankings. HP grew sales 16% but the fact that it wasn’t able to keep up with the market average meant that it lost market share. It now has a lead of just 0.3% over Acer, which boosted volumes 20.5%.

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