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Press Releases
Lenovo Became Top Notebook Brand in First Quarter by Surpassing HP in Shipments, TrendForce Reports


Consumer Electronics

Worldwide notebook shipments in the first quarter of 2016 arrived at 3562 million units, according to the global market research firm TrendForce The first quarter was the traditional off season for the notebook market and retailers still needed time to clear out their existing inventories Hence, total shipments fell 19% from the prior quarter and also declined 73% year on year TrendForce notebook analyst Anita Wang said the first-quarter notebook market was further affected by noises and speculations For instance, the report of Microsoft planning to raise the operating system license fees had a serious impact on the outlooks of branded Wintel notebook vendors Additionally, prices of components such as HDDs have been rising, causing the cost of the entire notebook system to go up as well Hence, notebook brands have become more conservative in their demand forecasts for the year Based on TrendForce’s latest analysis, this year’s notebook shipments will register an annual decline of around 4~5% Apple suffered a 40% quarterly decline in MacBook shipments as most brands went through a difficult off season Lenovo replaced HP as the leading notebook brand by shipments in the first quarter Lenovo strove to achieve the best possible performance because this period was also the company’s final fiscal quarter for 2015 The Chinese brand therefore posted just a 10% decline in notebook shipments However, Lenovo will have difficulty on keeping up shipments and continuing to lead the vendor ranking in the second quarter Retail channels are carrying over sizable inventories from the first quarter, so the stock-up demand for Lenovo notebooks is expected to be severely limited in the near future HP’s priority in the first quarter was to clear out as much existing notebook inventories as possible so that its retailers will be ready to stock up the numerous new products from the brand later on Due to the inventory depletion efforts in the channels and seasonality, HP’s shipments fell 212% quarterly The vendor dropped to second place in the worldwide ranking Dell has benefitted from having a stable base of enterprise clients The brand therefore only suffered a quarterly shipment decline of just 15% and remained at the third place in the ranking ASUS held on to its fourth place ranking despite seeing a quarterly shipment decline of 289% ASUS used the off season of the first quarter to include more profitable products into its notebook portfolio, such as notebooks with upgraded screen resolutions Increasing margins is going to be the brand’s main goal this year Acer’s notebook shipments fell 247% compared with the prior quarter Weak sales in the US and Europe and ongoing inventory reduction efforts in the channels were the main factors In the first quarter, Apple did not have any new MacBook products ready for the market, nor did it lower MacBook prices to generate sales Apple’s Wintel-based competitors, on the other hand, benefitted from Windows 10 and the steady supply of Intel’s Skylake CPUs They were able to have numerous new products ready to promote and ship As a result, MacBook shipments suffered a massive quarterly decline of 404% in the first quarter and Apple retreated to the sixth place in the ranking Samsung returned to the consumer notebook market at the end of 2015 and has been stepping up its shipments into various channels since then In this year’s first quarter, Samsung grew its notebook shipments by 43% over the previous period

Press Releases
Global Tablet Shipments Fell 35% in First Quarter but Sales of Amazon’s Fire Tablet Remained Strong, According to TrendForce


Consumer Electronics

Global market research firm TrendForce reports worldwide tablet shipments in the first quarter of 2016 totaled 352 million units, translating to a 35% drop from the previous quarter and a 79% drop from a year ago TrendForce notebook analyst Anita Wang said branded tablet vendors’ shipment results were mediocre following their impressive fourth-quarter performances that were supported by the peak season demand As large-size smartphones continue to erode the tablet market, the trend of tablets becoming even larger has become more apparent TrendForce’s data shows the 7x-inch tablets accounted for less than 40% of the total tablet shipments in the first quarter This is a significant contraction from a year earlier when this size segment still held 51% of the shipment share Conversely, tablets sized 11x inches and above have increased their percentage in the total shipments to 10% in the first quarter from 15% a year ago Apple’s iPad Pro and Microsoft’s Surface Pro 4 are the main contributors to the shipment growth of large-size tablets Huawei retained its fifth-place ranking despite market headwinds while worries about the sales momentum of the 129-inch iPad Pro started to emerge Apple was still the leading brand by shipments in the first quarter with 103 million units shipped, amounting to a 36% quarterly decline and an 188% year-on-year decrease Wang noted that the 97-inch iPad Pro was released this March, so the bulk of its shipments will fall into the second quarter and drive the growth of the overall iPad shipments against market headwinds The sales of the 129-inch iPad, on the other hand, have started to decelerate after two quarters since its release Weakening sales of this product may constrain the growth of Apple’s tablet shipments in this second quarter Samsung kept its position as the No 2 brand in the first-quarter shipment ranking The South Korean vendor shipped 65 million units, down 30% from the prior quarter and down 265% year on year The market only saw two new tablets from Samsung in the first quarter, one each in the 7-inch and the 12-inch size categories The lack of fresh products, the erosion of the 7-inch tablet market by large smartphones and seasonality all resulted in sharp shipment decline for Samsung during this period Amazon’s first-quarter tablet shipments stood at 22 million units, representing a huge 47% decline compared with the prior three-month period but also a skyrocketing year-on-year growth of 337% The Fire tablet, which has seen strong sales since the fourth quarter, helped propel Amazon’s shipments in the off season and allowed the vendor to retain its third place ranking in the first quarter Lenovo’s first-quarter tablet shipments fell 26% compared with the previous quarter to 22 million units The Chinese brand shared the same spot with Amazon in the ranking Lenovo kept up its shipments and continued with promotional activities in Europe during the off season since its final fiscal quarter aligns with the January to March period Huawei shipped 2 million units in the first quarter, a 10% drop compared with the previous period Nonetheless, it remained as the fifth-largest tablet brand after overtaking ASUS and Microsoft in the fourth-quarter ranking last year According to Wang, Huawei has been able to endure the downturn in the tablet market and maintained its role as a major vendor because of its vast retail network for mobile devices The Chinese brand has also achieved strong shipments numbers by releasing a variety of tablet models in large volumes and increasing its promotional activities in the emerging markets Microsoft held on to the sixth place in the first-quarter ranking owing to the brisk sales of Surface Pro 4 However, Microsoft will not be able to maintain its sales momentum this year if its next-generation Surface Pro 5 is released much later in the first quarter of 2017 TrendForce anticipates Microsoft to yield its ranking spot to ASUS and drop down to seventh place in the second quarter

Press Releases
TrendForce Expects Curved-Screen Monitor Shipments to Double This Year as China’s Internet Café Boom Drives Global Demand



WitsView, a division of TrendForce, reports that the total shipments of curved-screen monitors reached almost 900,000 units in 2015, the first year that the product was sold on the market With more brands entering the curved-screen monitor market and strong demand from Internet cafés in China, WitsView projects that about 18 million curved-screen monitors will be shipped this year, an increase from an earlier estimation of 15 million units   “Sales of curved-screen monitors have been exceptionally strong in China recently because their releases coincided with a boom in the country’s Internet cafés,” said Anita Wang, WitsView research manager “These venues are driving the demand for large-size monitors with novel designs, so curved-screen products fits right into this market”  In addition to product cost, industrial design is also a crucial factor in determining the market success of a branded curved-screen monitor For example, ASUS’s 34-inch curved-screen monitor for high-end gaming application has been well received by consumers for its physical appearance Hence, the product has seen excellent reception in North America even though it was released this year, which was much later compared with similar offerings from competing brands Samsung has been the dominant brand for curved-screen monitors in terms of market share by sales In the fourth quarter of 2015, Samsung led worldwide market share with 68% The brand was also No 1 in last year’s annual sales ranking with a market share of over 70% Besides enjoying brisk sales in China, Samsung’s curved-screen monitors have been popular in North America as well The South Korean brand has significant cost advantage and strong industrial design expertise Furthermore, the company has invested in a lot of resources to strengthen and expand their distribution network in North America These above factors have led to the success of Samsung curved-screen products in this region  In China, domestic brand HKC introduced its first 32-inch curved-screen monitor at the end of last year The sleek design and economic pricing of HKC curved-screen products have allowed the brand to establish a strong foothold in the local Internet café market The Chinese brand was ranked second place behind Samsung in the sales of curved-screen products in the fourth quarter of last year with a worldwide market share of 14%

Press Releases
TrendForce Reports Notebook Shipments Totaled 164.4 Million Units in 2015 with Apple Gaining Greater Market Share Annually


Consumer Electronics

Global notebook shipments dropped significantly in 2015 mainly due to the impact of currency depreciation on the demand in Europe and the emerging markets, such as Latin America The release of Windows 10 in the third quarter and Skylake CPU in the fourth also influenced consumers’ decision making and delayed notebook purchases According to the global market research firm TrendForce, worldwide notebook shipments for 2015 totaled 1644 million units, representing a year-on-year decline of 63% “HP and Lenovo will still be rivaling for the top spot in the notebook market during 2016,” said TrendForce notebook analyst Anita Wang “HP has a good chance of holding the most market share this year and maintaining its leadership position because of the relatively stronger US market Dell will likely retain third place in the notebook shipment ranking for this year As for ASUS, Apple and Acer, their struggle for the fourth, fifth and sixth positions in the 2016 ranking will be fierce since they have similar market shares of just around 10%” Wang added that competing brands are waiting to take over Toshiba’s remaining international market share as the Japanese brand may soon give up selling its notebooks abroad Furthermore, South Korea’s Samsung may try to revitalize its notebook business this year and aggressively expand the brand’s market share Microsoft and new entrants such as Xiaomi and Huawei will also roll out notebook products However, shipments from these three brands will be limited this year because they will be just testing the market initially Lenovo narrowed its shipment gap with HP in 2015 while ASUS, Apple and Acer were locked in a tight struggle over market shares The strong US demand drove HP’s notebook shipments from the beginning of last year’s second quarter Though HP’s shipments for 2015 were smaller in volume compared with its 2014 shipments, the brand kept its No 1 ranking with a 205% market share worldwide Lenovo’s 2015 notebook shipments grew 69% annually and followed closely behind HP with a market share of 199% (these figures exclude shipments from brands acquired by Lenovo) Despite the demand in Europe being generally weak, Lenovo continued to develop its sales channels there By expanding its market share in Europe, the Chinese brand was thus able to increase its overall notebook shipments against headwinds Dell retained third place in the 2015 ranking on account of the robust sales of its Chromebook in North America The brand saw its notebook shipments grew 43% annually and took 137% of the global market The competition among the fourth-, fifth- and sixth-place brands had been fierce through 2015 Apple managed to overtake ASUS and Acer to become the No 4 brand in the annual ranking New MacBook models and strong demand in the US drove Apple’s notebook shipments, bringing its global market share to 1034% ASUS focused its sales efforts on notebook during last year’s final quarter, resulting in a massive quarterly shipment growth of over 70% Nonetheless, the Taiwanese brand’s annual result was still below Apple’s ASUS accounted for 1031% of the global market by the end of 2015 and fell to the fifth place in the ranking Acer’s notebook business faced challenges in different regions during 2015 The Taiwanese brand lost market share to Lenovo in Europe, and its Chromebook sales in the US were impacted by tough competition from HP and Dell Consequently, Acer’s 2015 notebook shipments fell considerably by 166% from the prior year The company retreated to No 6 in the annual ranking, representing just 89% of the global market

Press Releases
Global Tablet Shipments Fell Double Digits for the First Time in 2015 with Decline Reaching 12.2% YoY, Says TrendForce


Consumer Electronics

Decline in annual tablet shipments reached double digits for the first time on record in 2015, according to TrendForce The global market research firm’s latest tablet shipment report shows a total of 1685 million units of tablets were shipped last year, representing a 122% drop from 2014 The gradual contraction of the global tablet market has become a more pronounced trend “The saturation of the tablet market, the long life cycles of tablets themselves and the abundance of substitute devices were major factors that contributed to the large shipment decline,” said Anita Wang, notebook analyst for TrendForce “Tablets were challenged by many large and small devices during 2015, from smartphones sized 5 inches and above to 2-in-1 PCs Their demand diminished as a result” Apple’s market share fell under 30% for the first time whereas Samsung hanged on to its share by releasing tablets with OLED displays Apple retained its title of top tablet brand worldwide in 2015, but iPad shipments fell by as much as 22% year on year, from 634 million units in 2014 to 496 million in 2015 The decline in Apple’s annual tablet shipments exceeded the market average, and the brand likewise saw its worldwide market share shrank from 33% in 2014 to 294% in 2015 Wang noted that Apple’s lead in tablet shipments meant that the brand got hit the hardest by the impacts of the slowing global economy and the weak tablet demand The increasing competition from rival brands also made it very difficult for Apple to hold on to its market share The release of iPad Pro in the final quarter of 2015 only made limited contribution to Apple’s shipments because the device fell under the high-end segment in terms of specs and price range The shipments of iPad mini product line last year are projected to reach 20 million units, accounting for an estimated 41% of Apple’s overall tablet shipments Currently, there is no indication that Apple is prepared to launch the next generation of iPad mini products Based on TrendForce’s analysis, Apple’s total shipments for 2016 would drop to under 40 million units if the company decided not to release new models of iPad mini this year and continued with selling the existing models of the series Samsung was again the No 2 tablet brand worldwide in 2015 While the South Korean company saw its tablet shipments fell 18% annually to 335 million units, its market share fell by just 15% over the year to 199% Product strategy played a large part in Samsung’s ability to keep its portion of the tablet market Major changes were made to the product lines, including adjustments in specs and sizes Furthermore, Samsung used its advantage in manufacturing small-size OLED panels and released several new tablets featuring this display technology Lenovo done well in Europe, its largest tablet market, even though the region’s consumer demand was severely weakened by exchange rate fluctuations and currency depreciation With a diverse range of product lines, Lenovo expanded its presence in Europe against the market headwinds and remained as the No 3 tablet vendor worldwide in 2015 Its market share also grew slightly to 58% Amazon ignited its tablet sales in the fourth quarter of 2015 with the new 7-inch Fire tablet Due to its sweet low price of US$4999 and the tempting “buy five and get the sixth free” promotion, Amazon Fire took off in sales upon its release and supplied over 35 million units to the vendor’s fourth-quarter shipments The success of this product also helped Amazon to closely edge out ASUS to become the No 4 brand in the 2015 shipment ranking ASUS’s tablet strategy for 2015 put profitability over market share, so the vendor posted a massive shipment drop of 34% year on year and fell down a spot in the ranking to No 5 Microsoft deserved a mention despite not making the top five for 2015 The vendor continued to deliver stellar shipment results throughout the year as its latest 123-inch Surface Pro 4, along with older Surface models, has been enjoying brisk sales With the help of the Surface series, Microsoft managed to grow its tablet shipments by almost 50% annually in a difficult market and pioneer the popularity of 2-in-1 PCs

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