"iPad effect" to support the portable PC market does not fall sharply

According to DisplaySearch's latest quarterly notebook notebook shipment report (the Quarterly Advanced Notebook PC Shipment and Forecast Report, which also tracks 5-inch and 5-inch tablet computers), in the second quarter of 2010, the mini-notebook/tablet PC Shipments fell 4% from the previous quarter, but increased 29% from the same period last year; however, if there were no 3.3 million iPad shipments in the quarter, shipments of mini laptops/tablets will be higher than the previous quarter. It fell 14% and grew 13% over the same period last year.

DisplaySearch pointed out that it is clear that the "iPad Effect" has already occurred in the portable computer market. When Apple is struggling to meet market demand, the impact of this effect is even more pronounced. Due to stock-outs, shipments of all iPads in the second quarter of 2010 will need to wait for 7 to 10 working days for Japan and China. The out-of-stock effect of the mainland began in the third quarter.

Overall, in the second quarter of 2010, compared to last year, the portable computer market experienced strong growth in shipments, with a growth rate of 32% and shipments of 50.4 million units. However, not all market segments have the same growth. This is obviously due to the combination of iPad growth and the decline in the average selling price of mini laptops and tablet PCs and ultraportable products. .

According to DisplaySearch research, buyers see the iPad as a thin and light device, but they still seek to obtain a portable device with close to large-size notebook computers with a higher average selling price. In the second quarter of 2010, the gap between the average selling price of the 11.6-inch ultra-light portable laptops and the 15.6-inch portable laptops was already less than US$60.

The revenue of the mini laptop/tablet is also positively impacted by the iPad's higher average selling price. Although shipments in this segment fell compared with the previous quarter, revenues increased by 24% from the previous quarter and 14% from last year to $4 billion.

DisplaySearch anticipates that sales of mini laptops in emerging markets will continue to grow and become the first choice for customers who purchase PCs in the local market for the first time. However, it can be expected that tablet PCs such as the iPad will continue to occupy market share with extremely high PC penetration, splitting the market share of mini laptops and ultra-light portable devices.

The consensus in the industry is that the trend of the traditional PC market depends on the Windows operating system and the application of office software packages used to create content. The successful business model of tablet PCs must focus on whether the device has the ability to use a wide range of software (apps ) and from the user's consumption of content.

“At the end of 2007, we witnessed the birth of mini-notebooks. The first quarter of 2010 was the birth of tablets. With the extension of this product, it may end the mini-notebook market, especially in those countries and regions that have been developed.” DisplaySearch Notebook John F. Jacob, director of computer marketing research, said.

He went on to point out: "Apple has applied the successful experience of the iPhone business model to the iPad. Now there are more than 50 different brands of tablet PCs, which are in different stages of development from development to volume production. Unlike mini laptops/ Laptops such as low-cost, basic mobile computers rooted in the Wintel platform, most tablets have or will choose to combine the next generation of Intel Atom CPU or ARM-based CPU, with the Android operating system, or like HP's webOS operating system."

Jacobs stressed: "Although Apple now has a large market share in the tablet PC market, many vendors from other brands have already launched or will launch their own tablet PCs to meet the needs of many consumers who have better battery life and can emphasize Demand for light and thin devices such as portability and content consumption."

DisplaySearch's definition of mini laptop and tablet products

Mini-Note: A clamshell device with a display size from 7.0 inches to 10.2 inches, often referred to as netbooks.
Tablet PC: Tablet-like device, like the Apple iPad, with display sizes from 5.0 inches to 10.2 inches, often referred to as slates