Notebook demand drives EMEA PC shipments higher
Third quarter PC shipments in EMEA climbed 20.2% year-on-year to 15.96 million according to preliminary results from research house IDC. Solid demand in the notebook sector played a pivotal role in driving growth.
Third quarter PC shipments in Europe, Middle East and Africa (EMEA) climbed 20.2% year-on-year to 15.96 million according to preliminary results from research house IDC. Solid demand in the notebook sector played a pivotal role in driving growth.
Once again, the Middle East and Africa region led the way with unit shipments soaring 33% year-on-year. In contrast, Central and Eastern Europe unit shipments jumped 27% while Western Europe recorded 16% unit growth year-on-year.
Karine Paoli, research director for IDC’s EMEA PC group, said: “Consumer demand for notebooks remained unabated, assisted by aggressive promotions in the retail channel, while SMBs also continued to favour portable systems leading to solid 39% growth of notebook shipments in EMEA.”
Elsa Opitz, research manager at IDC’s EMEA PC tracker, added: “In CEE, Russia continued to perform well while booming notebook sales across all countries helped fuel shipment growth in the region, and outstanding growth in Saudi Arabia and Turkey contributed to the strong regional performance in MEA.”
Prices erosion also played its part in driving notebook shipments higher. With price points dropping some 20% from one year ago, the actual growth in revenues derived from the increase in shipments was subdued.
“While demand for portables is expected to remain buoyant in the final quarter of the year, the increasing share of Asian players in the European marketplace will contribute to maintaining a very competitive environment,” added Paoli.
Asus entered the top ten vendor rankings in EMEA, picking up tenth spot, while the efforts of other vendors including BenQ, LG and Samsung also demonstrated the continued competitive nature of the notebook market.
Desktop sales climbed 11% year-on-year, buoyed by rising demand for digital entertainment systems and attractive bundle offers. According to IDC, component shortages — in particular for chipsets — constrained overall desktop volumes.
On the vendor front, HP maintained top spot for overall PC shipments in EMEA, shifting 2.57 million units in the third quarter — 16.1% of the total market. Strong notebook sales in both the commercial and consumer segment, backed up by an effective retail strategy offset soft performance in the desktop market.
Dell continued its aggressive growth in EMEA as unit sales outstripped the overall market growth rate, climbing 26.4% to 1.91 million. Dell competed strongly with HP in the commercial space and also continued to aggressively hunt new customers across all segments of the market.
Third placed Acer boosted unit sales an impressive 47.4% year-on-year to 1.51 million in the third quarter, growing its desktop business in the Middle East and Africa as well as Central and Eastern Europe.
Fujitsu Siemens came in fourth, reaping solid rewards from its focus on mobility. Total unit sales hit 1.25 million in the third quarter and the vendor also posted the strongest notebook growth among the top five vendors with volumes in this segment soaring 60% year-on-year. Sales outside Germany continued to impress with IDC highlighting an effective SMB channel strategy as one reason for the vendor’s success.
Fifth placed Lenovo suffered a soft performance in the third quarter, impacted by the slowdown in corporate refresh activity. According to IDC, Lenovo continued to ‘hold well’ considering the competition on all sides and the transition to the new organisational structure after its acquisition of IBM’s PC division. In total, Lenovo shipments hit 687,000 across EMEA in the third quarter.