The netbook is a massive success thanks in part to the current global economic recession. Consumers with less cash to spend are looking to the low cost netbooks rather than full notebook computers. Virtually every computer maker is now offering a netbook computer, the lone holdout is Apple.
ASUS was the company who kicked off the netbook craze in 2007 and was at the top of the market until its rivals began fielding netbooks of their own. Research firm DisplaySearch reported in May that netbooks have grabbed 20% of the global notebook market for the first time ever.
ASUS reports that it plans to double its market share in the worldwide computer market by 2011. It plans to do this on the backs of its Eee netbooks and new consumer notebook computers. ASUS is currently the number five global laptop vendor reports Reuters. ASUS' bold plan would have it growing to take the number three spot on the global shippers list.
Acer is currently the top PC shipper in the world with HP taking the second spot. The new laptops ASUS plans to introduce to help it meet its lofty 10% market share goal include five new machines due to be introduced this year running the new Intel CULV chip.
ASUS CEO Jerry Shen told Reuters, "We call it the three-three policy, to be ranked third by market share in 2011. Our current market share is about 5 percent, and it would have to be about 10 percent to become number three."
Shen also claims that ASUS will grow significantly in China expecting the company to be on par with HP in the country. HP is the second largest shipper of PCs in China. ASUS and Acer now share the fifth place spot for PCs shipped in China. ASUS says that its sales in the U.S. are growing rapidly thanks to the soaring popularity of netbooks. However, Shen says that growth in Europe is flat.
Shen told Reuters, "In the United States, we're shipping as many computers monthly as we used to annually. But Europe isn't growing at all."
Shen maintains that the aggressive goals aren’t bullish and that the growth ASUS expects is conservative and a reachable goal for the company.