Thursday, June 23, 2011

Asustek takes shipment lead in non-Apple tablet PCs

Asustek Computer has become the largest tablet PC brand in the non-Apple tablet PC group with shipments of 400,000 units in the first half of 2011, according to sources from notebook component makers citing figures from notebook ODMs.

The sources pointed out that Asustek's US$399 entry-level tablet PC has successfully boosted its demand in the US and the company is already preparing for the second-generation Eee Pad Transformer, using Nvidia's quad-core Tegra 3 and Google's next-generation operating system (Ice Cream Sandwich), set for launch in October at the earliest.

Asustek will also take over Acer's position and become the largest client of Nvidia for ARM-based CPUs with Asustek estimated to place orders for 2.5 million Tegra 2/3 CPUs in 2011. In addition to tablet PCs, Asustek is also said to be planning to launch a notebook using Nvidia Tegra 3 with Google Chrome for launch at the end of 2011.

The sources pointed out that Asustek uses above-standard components for its Eee Pad Transformer and the price of US$399 is almost the same as the device's cost. The profit is mainly coming from Asustek's exclusive high-margin keyboard docking station, which consumers will normally purchase along with the device.

In addition to the second-generation Eee Pad Transformer, Asustek will also sell its Eee Pad Slider in July, priced between US$650-800, 7-inch Eee Pad MeMO 3D in the fourth quarter and Padfone, using Android (Ice Cream Sandwich) and Nvidia Tegra 3 with a price range between US$549-799. All Asustek's tablet PCs are manufactured by Pegatron Technology.

For 2011, the company is aiming to ship two million Eee Pad tablet PCs, accounting for 10% of total non-Apple tablet PC shipments.

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