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August 11, 2010

Techaisle Forecasts 13 percent Growth in Netbooks Sales in 2010

By Anil Sharma, TMCnet Contributor

36 million netbooks are likely to be purchased globally by businesses and consumers in 2010, a growth rate of 13 percent from 2009, according to Techaisle.

Techaisle research shows that in 2010 the business netbook penetration will be 5.3 percent and consumer netbook penetration will be 1.8 percent.

San Jose based market research company in its report said that in 2010 there will be a short and transient shift of netbook purchases among consumers from some mature markets into a few newly emerging markets.

At the same time European businesses will continue to adopt netbooks in decent numbers.

Techaisle in its report pointed out that netbooks are especially popular in Europe among very small retail shop booth owners.

From 2011 onwards netbook market will show a damped growth curve until 2013 and 2014. However, it will be important for vendors to understand which countries will show growth.

According to the research report, in 2009, netbooks were able to create a market by attracting new buyers and addressing latent mobility needs (need for small, lightweight device).

Techaisle believes that market expansion is limited by the "value proposition differential" - the subjective and objective differences in user experience between various form factors.

"We firmly believe the netbook device is developing into an interesting but niche product segment," said Anurag Agrawal of Techaisle, in a statement.

Agarwal said that only those vendors who will quickly understand the boundaries of such niche will truly be able to maximize on the ROI and capitalize on its opportunities.

Techaisle research findings have always ascertained that an appetite for netbooks is found not just as consumer play but increasingly as a business tool.

If the market has to be expanded, it would be good for netbook vendors to begin pursuing users with a "business oriented value proposition."

Netbooks are good for students on the move, households at first introduction, shop owners who have no IT equipment but want to navigate throughout the day and traditional businesses for a lightweight device.

"The answer for which netbook market is found if we look at netbook usage rather than the channels / method of purchasing and the vendors re-positioning, such as Vodafone (News - Alert)," said Paolo Puppoli of Techaisle.

Anil Sharma is a contributing editor for TMCnet. To read more of Anil’s articles, please visit his columnist page.

Edited by Erin Monda

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