The notebook PC market shrank 6 percent q-on-q but was up 35 percent y-on-y in Q1 08, reaching 31 million unit shipments, according to DisplaySearch in its "Quarterly Notebook PC Shipment and Forecast Report." Hewlett-Packard Co. ranked first in the market for the seventh consecutive quarter, maintaining a lead of almost 2 million units over Dell, which retook the second spot from Acer.
Market shares of HP went over 20 percent for the sixth consecutive quarter. As a result of an increased focus on retail sales and a substantial focus on growing their business in China, Dell grew to 15 percent share, a mark it last held in Q4 06. However, Dell's lead over Acer is small, and with Acer's acquisitions of Gateway and Packard Bell, the industry expects to see them put renewed effort on growing those brands.
There has also been a significant shift among the smaller brands. Apple, after four quarters as the top 8 notebook brand, surged to number seven in Q1 08, while Asus grew to number eight. Most of the other top ten brands have maintained their ranking over the past several quarters, except Sony which dropped to ninth place after it slid to number seven in Q4 07 from number six in Q3 07.
Although Sony's notebook shipment volumes have increased by more than 40 percent y-on-y in North America, DisplaySearch analysis indicates that their volumes have declined by 27 percent in EMEA and more than 40 percent in APAC and Japan. Meanwhile, Acer, Dell and HP have all grown by 50 percent or more in EMEA and APAC.
Market dynamics
The most popular panel size and resolution continues to be 15.4-inch 1,280x800, which accounted for almost 50 percent of all notebook PCs shipped in the quarter. In the second spot was the 14.1-inch display 1,280x800 with 22 percent share.
There are significant regional differences in notebook panel size. In Greater China and the Asia Pacific, 14.1-inch notebooks have twice as much share (45 percent or more). The 15.4-inch 1,280x800 display notebooks have approximately 60 percent share in the EMEA and Latin America regions. Many brands have recognized this trend and have regional sales product strategies based on panel size preference.
"Historically, notebook volumes decline q-on-q in the first quarter of the year, and Q1 08 was no exception," said John Jacobs, director of notebook market research at DisplaySearch. "However, not all brands followed this trend in 2008. Dell, perhaps as a result of an increased focus on retail and Greater China, as well as Toshiba, avoided this trend."
"Also of particular note were Apple's 7 percent and Samsung's 15 percent q-on-q growth. Apple's entry-level notebook starts at more than $1,000, while Samsung, at present, only sells notebooks in APAC, EMEA and greater China," he added.
For 2008, DisplaySearch forecasts notebook PC shipments to continue to grow and to exceed 135 million units for the year.