Market Intelligence & Consulting Institute
Total Page：16
File Type：pdf, Size：1020Kb
Market Intelligence & Consulting Institute http://www.marketresearch.com/Market Intelligence- v3289/ Publisher Sample Phone: 800.298.5699 (US) or +1.240.747.3093 or +1.240.747.3093 (Int'l) Hours: Monday - Thursday: 5:30am - 6:30pm EST Fridays: 5:30am - 5:30pm EST Development Trends of the Worldwide PC System Industry Market Intelligence & Consulting Institute (MIC) Institute for Information Industry Coverage of PC Systems Desktop Notebook Tablet Convertible NB Detachable Tablet 1 Contents Global Market Trends Product Development Trends Highlighted Topics Conclusion 2 Global PC System Market Volume, 2014-2019 600,000 Thousand Units Growth 100% 500,000 80% 400,000 60% 300,000 40% 200,000 20% 100,000 0% 0 -20% 2014 2015(e) 2016(f) 2017(f) 2018(f) 2019(f) Tablet Vol 242,140 214,258 190,138 180,631 175,212 176,964 DT Vol 131,976 120,110 119,450 118,772 117,530 115,374 NB Vol 172,130 167,482 166,310 165,645 165,976 166,806 NB GR(%) -0.3% -2.7% -0.7% -0.4% 0.2% 0.5% DT GR(%) 4.0% -9.0% -0.5% -0.6% -1.0% -1.8% Tablet GR(%) 1.3% -11.5% -11.3% -5.0% -3.0% 1.0% Source: MIC, July 2015 Note 1: GR is Year-on-Year Growth Rate Note 2: AIO PCs were consolidated into DT PC market volume The recently ended replacement demand for commercial models, Microsoft’s unclear subsidy policy for Windows notebook PCs, and the deferred launch of Intel’s new platform all have contributed to a huge slump in global PC demand; the global tablet market has been shrinking as well, due largely in part to cannibalization of large screened smartphones, also known as phablets 3 Industry Concentration Further Intensified Due to Changing Growth Drivers Notebook PC Market Volume Share by Desktop PC Market Volume Share by Branded Vendors, 2012-2015 Branded Vendors, 2012-2015 20% 20% 16% 15% 12% 10% 8% 5% 4% HP Lenovo Dell Acer ASUS Apple Toshiba Samsung 0% HP Acer Dell Lenovo Apple 2012 2013 2014 2015(e) 0% 2012 2013 2014 2015(e) Source: MIC, July 2015 With second-tier notebook PCs fading out and the continued low-priced trend of notebook PCs, market share of first-tier notebook PCs continues on the rise; the industry concentration of desktop PCs is expected to be further intensified owing to the increasing share of commercial desktop PCs and first-tier brands’ continued attention into emerging market developments 4 Windows PC Share Falls Below 90% Global PC Shipment Volume Share by Operating Global Desktop PC Shipment Share by Operating System, 2012-2015 System, 2015 100% Others Mac 29.8% 80% 4.0% Windows 60% 64.0% Chrome 40% 0.10% Android 2.1% 20% Global Notebook PC Shipment Share by Operating 0% 2012 2013 2014 2015(e) System, 2015 Others 30.1% 30.9% 29.4% 28.2% Mac 5.8% 5.7% 6.5% 7.0% Others, 26.9% Chrome 0.1% 0.9% 2.1% 3.2% Windows, Android 0.0% 0.2% 0.7% 0.9% 58.2% Windows 64.0% 62.2% 61.3% 60.7% Mac, 9.3% Source: MIC, July 2015 Chrome, Android, 5.5% Note: Tablets were excluded here 0.0% Owing to increasing sales of Chromebooks and Macbooks, the room of Windows OS has been significantly squeezed; the launch of Microsoft Windows 10 however is expected to only have a limited contribution to PC market share, given the fact that the latest commercial replacement just ended and Microsoft would offer free upgrades to Windows 10 5 Mobile Computing Market Starts to Witness Year-on-Year Decline in 2015 Global Mobile Computing Market Volume, 2012 - 2019 600,000 Thousand Units Growth 100% 90% 500,000 80% 70% 400,000 60% 50% 300,000 40% 30% 200,000 20% 100,000 10% 0% 0 -10% 2012 2013 2014 2015(e) 2016(f) 2017(f) 2018(f) 2019(f) Mobile Computing Device 333,240 411,532 414,270 381,740 356,448 346,276 341,188 343,770 Tablet Vol 140,884 238,930 242,140 214,258 190,138 180,631 175,212 176,964 NB Vol 192,356 172,602 172,130 167,482 166,310 165,645 165,976 166,806 Mobile Computing Device GR 92.0% 23.7% -0.3% -2.7% -0.7% -0.4% 0.2% 0.5% NB GR 24.0% -10.3% 1.3% -11.5% -11.3% -5.0% -3.0% 1.0% Tablet GR -1.6% 69.6% 0.7% -7.9% -6.6% -2.9% -1.5% 0.8% Tablet/Mobile Computing Device 42.3% 58.1% 58.4% 56.1% 53.3% 52.2% 51.4% 51.5% Source: MIC, July 2015 Strong sales of 7” low priced models led to significant tablet market growth over the past 2 years; the tablet market has been losing steam since 2014, affected mainly by phablets and low-priced notebook PCs 6 White-box Tablet Begins to Lose Momentum Tablet Market Share by Branded Vendors, Tablet Market Share by Operating System, 2012-2015 2012-2015 Apple Samsung Amazon 80% Windows Android Chrome 50% Google ASUS Acer 70% iOS Others White Box 40% 60% 50% 30% 40% 20% 30% 20% 10% 10% 0% 0% 2012 2013 2014 2015(e) 2012 2013 2014 2015(e) Source: MIC, July 2015 Almost two-thirds of tablets embrace Android OS and the widespread use of reference designs have led to a high level of homogeneity and limited differentiation among tablets; the tablet market thus has inevitably fallen into a vicious cycle of price competition Growing popularity of phablets has significantly eaten into the market of 7” tablets and slowed growth momentum of white-box vendors, thereby reshuffling their market positions 7 Contents Global Market Trends Product Development Trends Highlighted Topics Conclusion 8 New Product Line to Bring Added-value to Notebook PCs NB Product Line Pricing Distribution Price • Hinge Up • Slim Panel Slim Gaming/ • Hinge Up New Workstation • Battery Macbook Macbook Air Ultrabook • Mac OS & Core Slim • Thermal Design Slim, 2-in-1/ Slim Retina Convertible Detachable/C • Hinge Design onvertible • Marketing Netbook Chrome OS Chromebook Source: MIC, July 2015 Efficiency With the notebook PC market declining, to prevent from falling into the price competition that erodes profits, notebook PC vendors have started to increase new products lines featuring slim and lightweight form factor, HD, cloud-based applications; for instance, Chrome OS leverages cloud computing to cut down hardware costs while maintaining product efficiency 9 Gaming NB Brands Face Fierce Competition Gaming NB Mainstream New Expansion of Competitors Gaming NB Brands High End Mainstream To ensure the sustainability of gaming PC business, HP and Acer both launched sub- brand for PC gaming for the sake of marketing Established gaming brands MSI and Gigabyte have capitalized on their product specialization to go high-end and mainstream 10 Branded Vendors Have Different Deployment Strategies for Gaming PC Starting Price (US$) $4,499.99 $1,599.99 $1,499.99 Acer $849.99 Dell $699.99 Lenovo $599.99 HP $499.99 Console Desktop Tower Form Factor Note: HP embraces only one model but consumers are allowed to select technical specs required online Source: Respective companies, compiled by MIC, July 2015 In the desktop PC market segment, gaming PC is the area still enjoying positive growth; SFF PC, Media Center PC and AIO PC are hitting growth ceilings Vendors have different deployment strategies for gaming PCs: Dell focuses on comprehensive deployment, HP on highlighted deployment; Acer on concentrated deployment; L on both entry-level and high-end deployment 11 Small Form Factor Desktop PCs Looks to Catch Coming Wave of IoT Acre Revo One Asrock Beebox ASUS ROG G20 A world of entertainment in a The world’s first Intel The World’s most powerful mini PC. NUC Mini PC with a compact desktop USB Type-C Port. In 2014, Intel launched NUC (Next Unit of Computing) platform, thereby driving the development of small form factor desktop PCs with weight less than 1kg; the enhanced efficiency of mobile key components and improved heat dissipation technology also help minimize the volume of gaming PCs 12 2-in-1 Form Factor to Jump-start Consumer Demand for Tablets 2-in-1 Tablet Shipment Volume, Thousand Units 2-in-1 Tablet Market Share by Branded 2013-2015 Vendors, 2015 15,000 8% 6% 26.6% 10,000 35.2% 4% 5,000 2% 6.7% 24.3% 7.1% 0 0% 2013 2014 2015(e) WW Tablet 238,930 242,140 214,258 ASUS Microsoft Acer HP Others 2-in-1 1,725 8,027 13,045 Source: MIC, July 2015 2-in-1/Tablet 0.7% 3.3% 6.1% Note: 2-in-1 tablets were consolidated into total tablet market volume To avoid stiff price competition, several branded vendors have actively developed 2-in-1 tablets in 2015; among them, Microsoft and ASUS are the most outstanding players; MIC estimates the 2-in-1 tablet market will grow 62.5% in 2015 compared to 2014 13 Contents Global Market Trends Product Development Trends Highlighted Topics Conclusion 14 Windows 10 Comes in 6 Editions to Cater More Consumer Needs Windows 10 and Licensing Types Different UI Windows Hello Windows 10 Desktop Edition High End Windows Education Licensingfee In-Place Windows Enterprise Mainstream Upgrade Windows Pro Continuum Cortana Low End Windows Home • Size • CPU Universal Apps • Memory • Storage Source: MIC, July 2015 • Market During the development of Windows 10, Microsoft obtained user feedbacks from its Insider Program to ensure that it caters more to user needs with improved UI and application designs in the consumer market; additionally, Microsoft has been increasing the levels of safety and installation convenience for its Windows 10 users in the commercial market Other than the availability of Windows 10 Education, Microsoft has also cut down licensing fees to help its partners reduce hardware prices such that their products are price competitive compared to other Chromebook-like products 15 Chrome OS Applications Aim for Market Expansion Chromebook Shipment Volume, 2012-2015 Chrome OS Partners 10,000 Thousand Units 6% Hardware 8,000 5% 4% Virtual 6,000 Platform 3% 4,000 2% 2,000 1% Applications 0 0% 2012 2013 2014 2015 Channels/ Volume 420 2,760