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Toshiba to launch Libretto

Toshiba will be talking football at this year’s show, as well as premiering its latest, hottest notebook products.

Toshiba will be talking football at this year’s show, as well as premiering its latest, hottest notebook products.

“The main focus for us in our 20th anniversary year will be our sponsorship of 2006 FIFA World Cup,” confirms Ahmed Khalil, general manager of Toshiba Middle East & Africa. “For our B2C customers, we will be focusing the Qosmio; for B2B consumers, our EasyGuard technology platform. In addition, we will be launching the Libretto in the Middle East,” he adds.

Toshiba’s Qosmio series of digitally converged notebooks are, it claims, the first of their kind in the Middle East. Its EasyGuard mix of protection technologies includes defence from liquid spills, knocks and drops, while increased security is also built-in.

Toshiba’s brand new addition, which will be seen for the first time in this region during Gitex, is the 1kg super-small Libretto U100. Compact enough to fit in a case or handbag, this device is expected by Toshiba to cause quite a stir.

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. Toshiba is the highest revenue earner in the notebook sector in every one of its Middle East markets,” he says.

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,” he says.

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