After an unprecedented last-quarter boom for Toshiba, the company has registered 264 per cent growth in the UAE’s booming PC notebook sector. These figures are more than four times the industry growth, which is estimated at 54.6 per cent for the UAE notebook sector.
In addition, Toshiba is the highest revenue earner in the notebook sector in every one of its Middle East markets.
The preliminary figures, released by International Data Corporation (IDC) for the fourth quarter of 2004, give Toshiba 22.4 per cent market share, as compared to 9.5 per cent market share for the same period in 2003.
The UAE figures are the highest increases shown by Toshiba anywhere in the world, with other notable successes in Oman (up 205 per cent), Bahrain (up 116 per cent) and Saudi Arabia, where the company moved ahead of HP into second place in the notebook market, with 46.3 per cent total growth for the year.
Ahmed Khalil, general manager for Toshiba Middle East and Africa, said: “These figures have set a benchmark for the notebook sector in the whole region. We have spent more than US$ 3 billion on research and development, and the buyers have responded in force to the technological improvements. Toshiba’s position as leader in notebook technology is undisputed.”
The Middle East registered the highest growth for Toshiba in the EMEA region, which Khalil attributed to a “healthy product mix, high product quality backed up by international warranties and strong market performance”.
He said: “We have stuck to our strategy of a compact and focused network of distributors who develop customer intimacy and the highest levels of service, and are committed to growing their business in line with ours.
“It is significant that the UAE has left other markets standing in terms of business growth. UAE consumers are the most tech-savvy and appreciate Toshiba’s cutting-edge technology, and are driving this region forward as it becomes the fourth largest IT player in the world from a position of relatively recent standstill.”
Khalil tipped the notebook sector for 30 per cent further growth in 2005, with a continuing decline for the desktop PC.
He said: “As mobility plays an increasingly important role in our lifestyles, the notebook will continue to dominate. The market is becoming even more competitive and manufacturers that continue to push the boundaries will move further ahead. “We have set ambitious targets of 25 per cent market share in every country we are present in – and believe that this can be achieved.”
Khalil identified a number of key platforms for Toshiba development through 2005, namely the launch of the Qosmio series of high-end entertainment-centric notebooks for the home user, which he identified as a new retail segment for the company.
“Our main focus continues to be the middle and upper tiers for both professional and home user. This is where Toshiba’s strength – dubbed “selfish technology” - will continue to see us six to nine months ahead on new product development before our competitors catch on.
“The Qosmio series is an excellent example: our customers are looking for a convergence of computing and home entertainment, and the Qosmio series enables the lifestyle gadgets of today to run off a central unit for maximum convenience and optimum performance.”
Toshiba works with a network of 12 distributors in nine countries, with six African countries targeted to come on stream during 2005.
