Ultrabooks taking 1/4 of the mobile market? That's a lot of kool-aid to swallow
Subject: General Tech | October 28, 2011 - 01:39 PM | Jeremy Hellstrom
Tagged: ultrabook, Intel, market share
Everyone's current favourite kicking horse, the ultrabook, is poised to take over almost half of all consumer notebook sales by the end of 2012 ... at least according to what DigiTimes heard from Intel. Even stranger is that instead of breaking out into laughter, the manufactures peg the likely market penetration at about 25%. Currently there are models from Acer and ASUS which you can purchase for your very own, but don't go out looking for reviews of them. You can find some quick previews and overviews but as far as performance testing you are not going to find the same information as is available for every other mobile form factor; take that as you will.
The Ultrabook is expensive, as SemiAccurate recently pointed out you can get better performance from a notebook half the price and almost the same size. It also seems odd that a form factor specifically limited to only 50,000 units produced in the first run is going to take over the market. Even with broader adoption from companies like Lenovo or Dell, the math does not seem to support a 25% share of the market, let alone 40% and requires you to completely ignore the willingness of the consumer to pay $1000+ for a mediocre laptop. It is small and shiny though; never underestimate the draw of shinies!
"While Intel aims to increase the proportion of ultrabooks among global shipments of consumer notebooks to 40% by fourth-quarter 2012, the proportion is estimated to only reach 20-25% based on current market conditions, according to sources from Taiwan-based notebook supply chain makers.
The sources pointed out that most suppliers are aggressively developing components for ultrabooks, but actual order volumes have so far been below their expectations. Although the suppliers all understand that ultrabook are still testing the water, weakening growth of the traditional notebook market and dropping profits have prompted them to put great hopes on the success of ultrabooks.
As for Intel's 40% goal, the sources pointed out that Apple's MacBook Air will become a strong threshold for ultrabooks since there is not yet a single product can outmatch the MacBook Air in terms of performance and price."
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