European Semiconductor Application Markets New^Sletters

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European Semiconductor Application Markets New^Sletters European Semiconductor Application Markets New^sletters Dataquest nn a company of MMmM The Dun &'Bradstreet Corporation 1290 Ridder Park Drive San Jose, California 95131-2398 (408) 437-8000 Telex: 171973 Fax: (408) 437-0292 Sales/Service Offices: UNITED KINGDOM FRANCE EASTERN U.S. Dataquest Europe Limited Dataquest Europe SA Dataquest Boston Roussel House, Tour Gallieni 2 1740 Massachusetts Ave. Broadwater Park 36, avenue Gallieni Boxborough, MA 01719-2209 Denham, Uxbridge, Middx UB9 5HP 93175 Bagnolet Cedex (508) 264-4373 England France Telex: 171973 0895-835050 (1)48 97 31 00 Fax: (508) 635-0183 Telex: 266195 Telex: 233 263 Fax: 0895 835260-1-2 Fax: (1)48 97 34 00 GERMANY JAPAN KOREA Dataquest Europe GmbH Dataquest Japan, Ltd. Dataquest Korea Rosenkavalierplatz 17 Ikiyo Ginza Building/2nd Floor Daeheung Bldg. 505 D-8000 Munich 81 7-14-16 Ginza, Chuo-ku 648-23 'Vfeoksam-dong West Germany Tokyo 104 Japan Kangnam-gu, Seoul 135 Korea (089)91 10 64 (03)546-3191 011-82-2-552-2332 Telex: 5218070 Telex: 32768 Fax: 011-82-2-552-2661 Fax: (089)91 21 89 Fax: (03)546-3198 The content of this report represents our interpretation and analysis of information generally avail­ able to the public or released by responsible individuals in the subject companies, but is not guaranteed as to accuracy or completeness. It does not contain material provided to us in confidence by our clients. This information is not furnished in connection with a sale or offer to sell securities, or in connec­ tion with the solicitation of an offer to buy securities. This firm and its parent and/or their officers, stockholders, or members of their families may, from time to time, have a long or short position in the securities mentioned and may sell or buy such securities. Printed in the United States of .America. All rights reserved. No part of this publication may be reproduced, stored in retrieval systems, or transmitted, in any form or by any means—mechanical, electronic, photocopying, duplicating, microfilming, videotape, or otherwise—without the prior written permission of the publisher. © 1990 Dataquest Incorporated Dataquest nn a company of MMMM TIlcDun&BradslreetCorporatlc ^mm^M^ Wimm^ i^f^^ ^'v^^f; Research Newsletter EUROPEAN PC PRODUCTION IN 1992: YEAR OF THE NO-NAMES INTRODUCTION fight off aggressive clone manufacturers in Europe. Leading European PC manufacturers have IBM also formed a new company named Individual seen innovation and competition drawing in many Computer Products International (ICPI) to develop new players to the personal computer industry over and market a new range of computer products the last few years. During 1992, their response to branded Ambra, to compete in the PC clone market "no-name" clone manufacturers eroding their com- segment. Apple reacted to pressure from PC clone bined market share was to become even more manufacturers offering Microsoft Windows soft­ competitive. ware by delivering a new range of competitive The European Semiconductor Application products for the market, and relaunched a series of Markets (ESAM) group has completed its annual budget-priced Macintosh LC and Classic products. survey of PC production in Europe. A second These new products signify a change of strategy report, to be published shortly, will give full details (from high-preinium, quality products to products of the PC market in 1992, PC production versus offering good value for money) from the big, blue- effective PC production, production by processor chip players in the industry, as the competition gets type, manufacturing by country, and semiconductor ever more fierce. consumption estimates. In this newsletter we pres­ Eminent no-names in the top 15 ranking ent Dataquest's estimates of the top 15 PC manu­ include Dell, Vobis and Aquarius Systems Inter- facturers in Europe for 1992. national (ASI). The battle for PC market share will continue in 1993, but some players wiU not make it as this battle becomes ever more competitive. In a THE MANUFACTURERS forthcoming Dataquest Perspective, we will focus on the impact of software technology on hardware Table 1 shows estimated total PC production requirements and the implications of further devel- for the top 15 manufacturers in Europe. Brief notes opment in microprocessor performance. on these companies follow. Overall, 1992 was a tough year for PC manu­ facturers worldwide. In Europe, 1992 was the year of the "no-name" computer manufacturers. The REVIEW OF TOP 15 MANUFACTURERS big names led by Compaq, IBM and Apple fought unsuccessfully to maintain market share, as the Apple Computer announced in 1992 that it clone manufacturers expanded their presence. Fig­ was to lay off 45 of the 345 people at its plant in ure 1 shows the effect that the no-name clone Cork, Ireland, but the company still plans to shift manufacturers had on the European market from some assembly work currently performed in Singa- 1989 through to 1991. Clearly, the overall share of pore to the plant in Cork. Apple also plans to open no-name manufacturers has increased as a pro­ a new facility in Apeldoom, Netherlands to provide portion of the total market. systems configuration and direct shipping services. In retaliation, each of the big names launched Currently the PowerBook 170 and 180 models, new entry-level and clone competitive products which use active-matrix LCDs, are made in Ireland designed to win market share from the clone to avoid duties on the screens in the United States. makers. Compaq launched its very own brands, the Aquarius Systems International (ASI) was "Prolinea" and "Contura" ranges, also designed to founded in late 1989 and acquired the old Robotron ©1992 Dataquest Europe Limited December-Reproduction Prohibited 0012186 ESAM Newsletters 1992-12 Dataquest cannot ami does not guarantee the accuracy and completeness of the data used in the compilation cf this report and shall not be liable for any loss or damage sustained by users of this review. Dataquest Europe Limited Roussel House, Broadwater Park, Denham, Uxbridge, Middx UB9 5HP, England / 0895 835050 / Telex 266195 / Fax 0895 835260 EUROPEAN PC PRODUCTION IN 1992: YEAR OF THE NO-NAMES TABLE 1 Preliminary European PC Production 1992 by Format (Thousands of Units) Total Rank Brand Desktop Laptop Notebook A5 Palmtop 1992 1 IBM 1,185 - 15 .- 1,200 2 Apple 428 - 179 ^- 607 3 Olivetti 522 23 58 - 602 4 Compaq 450 - 90 - 540 5 Psion - - 1 250 251 6 Vobis 238 - - •-: 238 7 ICL 209 - •- — 209 8 Dell 165 ^ 7 •-- 172 9 Bull (inc. ZDS) 170 - - •^ 170 10 Tandon 160 - - ..-; 160 11= Hewlett-Packard 130 - - ••- 130 11= Siemens Nixdorf 130 - .--. ••.-• 130 11= Tulip Computers 113 - 18 -: 130 14 Commodore 123 - - •••- 123 15 Aquarius Systems (ASI) 100 - 5 1 106 Others 898 9 79 14 1,000 Total Survey Production 5,020 32 450 265 5,768 Source: Dataquest (December 1992 Estimates) FIGURE 1 Professional European PC Market Shipments Market Trends 1989-1991 Thousands of Units 8,000 Clone Manuf.' Apple El Compaq 7,000 OllvetU IBM 6,000 5,000 4,000 3.000 2,000 61.5%* 62.5%* 63.1%* 1,000 0 1983 1990 1991 Source: Dataquest (December 1992 Estimates) 0012186 ©1992 Dataquest Europe Limited December-Reproduction Prohibited ESAM Newsletters 1992-12 EUROPEAN PC PRODUCTION IN 1992: YEAR OF THE NO-NAMES factory in former East Germany. A new factory is Psion has expanded its factory in the United being built alongside the existing one, which Kingdom to include an integrated surface-mount should increase total production capacity to assembly line. It is also believed to he subcontract­ 300,(X)0 units a year; this new plant should be ing some production in the United Kingdom. Psion ready by late 1993. At present motherboards are recently signed an agreement whereby it will manufactured by ASI Taiwan which then ships supply Acom with a modified version of its Series them to Germany for partial assembly by ASI 3 product. GmbH. The inicroprocessor and memory products Tandon announced in November 1992 that it are purchased in Europe. It is lielieved that ASI is to phase out manufacturing at its Vienna, Austria GmbH also purchases seiniconductors for ASI Tai- plant and use more subcontracted manufacturing. wan in Europe, thus giving it more power when purchasing components. It is also understood that ASI GmbH builds machines for Commodore, Rest in Peace Digital-Kienzle, Triumph-Adler, and Vobis. The Groupe Bull numbers also include The following companies have ceased pro­ Zenith Data Systems (ZDS), which Bull acquired duction of PCs in Europe since the last survey in December 1989. During 1992, Groupe Bull com­ conducted by Dataquest: pleted an agreement where IBM took a 5.68 per- cent stake in Bull. Assembly and manufacture takes • Epson stopped production at its Telford, Eng­ place at ^^lleneuve-d'Ascq in France. land factory in October 1991. During August of 1992, Commodore shifted production of its Amiga 600 home computer from • SMT-Goupil ceased manufacturing and went its factory in Hong Kong to subcontractor SCI into liquidation in 1991. Systems in Irvine, Scofland. SCI was contracted to • Sunnytech ceased manufacturing and went into build 200,000 Amiga 600 machines by the end of liquidation in 1991. 1992. SCI currently employs 750 people at rts plant, and the Commodore machines will be manu- Philips is to halt hs PC assembly in Tilburg, factured using the surface-mount facilities there. Netherlands only a year after starting assembly Commodore has recently opened a new manufac- there; it will now oniy install and configure soft­ turing plant in the Philippines, which has also taken ware there for the European market. All other PC capacity from the Hong Kong plant. manufacturing activity will be concentrated at At the end of 1992, IBM announced more Philips' Canadian plant.
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