Report: Netbook Loyalists ASUSTek, Acer, and MSI to Bury the Defunct Device
September 7, 2012 10:42 AM
Hybrid tablets inherit the (MSI) wind
In a signal that the era of cramped mini-laptops (aka. the "netbook") is drawing to a close, Acer, Inc. (
) and ASUSTek Computer Inc. (
) both look set to kill their netbook efforts, according to
I. Riding Into the Sunset
Taiwan's ASUSTek -- which recently stole the crown for fastest year-to-year growth from Hong Kong-based Lenovo Group, Ltd. (
) -- is set to kill to perhaps the most iconic netbook, the EeePC. Writes
ASUSTek CEO Jerry Shen recently confirmed that the company will stop production of Eee PC netbooks using Atom-based processors such as the N2600 due to impact from tablet PCs and notebooks, as well as a sharp drop in demand in emerging markets. ASUSTek plans to have its Transformer tablet PCs fill the 10-inch mobile device market, replacing its netbook product line.
For Acer -- maker of the Aspire One series netbooks -- and Micro-Star International (MSI) Comp., Ltd. (
) -- maker of
-- there was a deafening silence in terms of any new Atom-based netbook announcements at Computex 2012 , leaving little doubt they too are eyeing an exit from the dying netbook market. Acer has denied an exit
as recently as Jan. 2011
of last year, but plunging sales have put an end to those vocal denials of late.
In Q3 2011, Acer
shipped 1.7 million netbooks worldwide, ASUSTek shipped 1.2 million, and MSI shipped under 1 million units.
The Aspire One by Acer is the best-selling of the netbooks currently, but it's shipping under 2 million units a quarter. [Image Source: Acer]
To be fair, it's possible that netbooks will linger around a bit longer, albeit powered by cheaper system-on-a-chip offerings from Advanced Micro Devices, Inc. (
) rather than Intel Corp.'s (
) faster, but pricier Atom SoC line. Indeed, Acer's last netbook model to be announced was the Aspire One 725, which packs a AMD C-60 "Fusion" accelerated processing unit and launched in mid-May. But the switch to AMD SoCs seems more like a brief stay of execution, rather than a pardon for the condemned netbook.
Some OEMs like Toshiba Corp. (
) and Dell, Inc. (
began their exit process
II. Tablets Killed the Netbook Star
In the end, for all the speculation that the tablet would kill the traditional PC, its victim lie elsewhere; it was the netbook that today
is suffering an ill end
But tablets are not the only factor that's killing the netbook. Intel has been aggressively targeting higher price and performance points -- even with its "budget" Atom line. Ultimately, Intel is seeking to
push customers towards higher-margin Ultrabooks
, which it views as the computer of the future.
Windows 8 also was bad news for the netbook. With the upcoming Microsoft Corp. (
) operating system's
forcing OEMs like Acer and ASUSTek to add multi-touch screens, prices will indubitably rise on the low-end pushing budget models outside the traditional netbook price band.
In a sense the netbook may survive -- or even thrive -- in a way, in a new, pricier package. Acer and ASUSTek
for Windows 8 hybrid tablet/laptop devices. Typically packing screens of about 10-inches, the hybrid tablet is a modern reimagination of the netbook, in a more slender and graceful wrapper.
Hybrid tablets will be more diverse than the netbook, as OEMs can now elect to use ARM-architecture chips from SoC makers like Qualcomm, Inc. (
). But they also are expected to be pricier.
Recent commentary hints
that ARM Windows 8 hybrid tablets may be priced at around $500 USD, while Intel-powered units will hit somewhere in the $600-$700 bracket.
The netbook is survived by the new pricier hybrid form factor. [Image Source: Lenovo]
In other words, the main reason why a hybrid tablet is really
a netbook boils down to price. Today the cheapest Aspire One (the D270) retails
for about $270 USD
, MSI is selling refurbished Winds (U230s)
for about $200
, and the ASUSTek's EeePC (X101CH)
is $260 USD
All of those will soon be replaced by designs which will likely be anywhere from 1.5 to 2 times as expensive. So rest in peace/pieces netbook, you were the king of the bargain, and surely fondly remembered by some, even if your once-loyal fans forsook you for pricier tablets and hybrid devices.
"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference
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