OZ PC Market Romps Along HP Acer & Dell Big Winners

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The Australian PC market has grown 16% year-on-year to reach 1.4 million units in 3Q 2010 according to International Data Corporation who also identified the top four brands as HP, Acer, Dell and Toshiba. Apple has moved up to 10% of the Australian market.

The  Australian PC market has grown 16% year-on-year to reach 1.4 million units in 3Q 2010 according to International Data Corporation who also identified the top four brands as HP, Acer, Dell and Toshiba. Apple has moved up to 10% of the Australian market.

The research Company also claimed that sequentially the Australian market dipped by 5%, although this was expected as the period is traditionally weaker on the back of 2Q. “Although we anticipated a decline, it turned out to be less significant than initially expected,” said Amy Cheah, market analyst at IDC. “Vendors, in particular Acer, were pulling some pretty aggressive pricing moves in major retail stores such as Harvey Norman to attract attention back to the consumer space.”

Demand in desktops remains buoyant with increasing demand in all-in-one devices and refreshes of fleets to Intel’s Core ix processors and Windows 7 in the enterprise sector.

A whole of Federal Government PC panel was also finally confirmed for Oct 2010 to end of 2013 and IDC expects this to sustain desktop demand going forward.

“Apple surprised everyone by taking back its top 5 spot, lost to Lenovo in the last quarter, making 3Q one of its best quarters in Australia,” said Cheah. “Lenovo’s strong reliance on the NSW Digital Education Revolution Program deal had helped it gain share in the past few quarters, but the slowdown in 3Q roll out to schools resulted in a drop in its market position.”

With the success of Apple stores and not to mention a spillover effect from the iPad hype, Apple is well positioned to continue enjoying sustained growth in the upcoming quarters.

The PC market is expected to continue its momentum with 17% year-on-year growth going into the Christmas season in 4Q 2010. Coupled with the strengthening Australian dollar, consumers may enjoy attractive promotions as greater savings are passed on from vendors.

While there has been concerns that the emergence of media tablets such as Apple’s iPad and Samsung’s Galaxy Tab will impact the PC sales this Christmas season, IDC expects media tablets will continue to remain complementary throughout most of 2010 till later in 2011.

“Widespread cannibilisation on other mobile devices is unlikely in the early stages, at least not until there is clearer understanding of the media tablets’ value proposition,” Cheah said. “Single function devices such as eReaders however may not be able to withstand the threat given its ‘one trick pony’ functionality.”

Nevertheless, a wave of hybrid devices that straddle the line between a tablet and a traditional notebook, running on a full operating system such as Windows 7, has emerged. IDC believes the hype and novelty factor of these new devices will attract attention back to the notebook market, giving the relatively stagnant market a much needed facelift as we enter 2011.

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