According to research company International Data Corporation (IDC), PC shipments in Europe, the Middle East, and Africa (EMEA) remained low in the last quarter of 2013 as consumer demand continued to be weak while commercial demand improved.
Overall PC shipments declined by 6.4% compared to the same quarter in 2012. Total shipments have now declined for six consecutive quarters in the region but the pace of contraction slowed during the second half of 2013. The fourth quarter results bring total EMEA PC sales for the full year 2013 to 88.3 million units, and to a decline of 15.7% compared with 2012. Portable PC shipments contracted the most in 2013, declining by 19.0%, while desktops declined by 9.6%.
“As expected, the PC market contracted across EMEA in 4Q13. The holiday season offers were unable to inspire an upturn in consumer spending, which continued to concentrate on tablets. As a result, notebook sales continued to display negative trends in the last quarter of the year, with portable PC shipments in EMEA reaching a decline of 9% in 4Q13,” said Chrystelle Labesque, Research Manager, IDC EMEA Personal Computing.
In Western Europe, commercial shipments increased 1.9%, while consumer sell in declined 8.3%, leading to a regional overall decline of 3.5%. The end of Windows XP support and some aging of the PC installed base fueled enterprise renewals. For the third consecutive quarter in Western Europe, commercial PC shipments were larger than consumer shipments, following a disappointing Christmas season. However, a healthier inventory situation at the end of 3Q did stimulate replenishments in retail in the run up to Christmas and until end of December.
The PC market in 2013 was marked by ongoing evolution of the PC form factors with an acceleration towards mobility, social networking and cloud business.
HP maintained its leadership in EMEA in line with slow market conditions. The vendor leveraged from stronger commercial demand and posted a good performance in Western Europe, gaining market share in that region. Key drivers to HP’s success were innovation with the rollout of an extended product portfolio and a strong focus on strategy execution.
Lenovo consolidated its 2nd position in the overall EMEA PC ranking, recording another strong quarter of growth in EMEA. The vendor gained shares across all subregions. Consistent strategy and execution combined with new product introductions were key to Lenovo’s success and expansion across EMEA.
Acer ranked 3rd, outperforming the market in the portable PC area and gaining market shares in Western Europe. The introduction of Acer Chromebook was successful. Overall the performance was supported by seasonal retail replenishment and solid progress in commercial strategy execution.
Dell achieved another good quarter, gaining slightly in market share and ranked 4th in the EMEA PC market. Product innovation and partnerships with cloud and other software companies are some of the elements of the new end-user computing strategy that had great resonance for the company during the quarter.
Asus kept its fifth place thanks to growth in notebook shipments and gained market share in the region. The vendor launched a lot of new products in the PC and tablets area that were positively received by the market.
Toshiba gained sixth place with some product line refreshes but facing challenging consumer demand. Apple ranked seventh, supported by new product launches and benefiting from favorable YoY comparison. Sony declined by 22.8% in EMEA impacted by declining consumer PC spending. Fujitsu ranked 9th with good results in the desktop space. Samsung closed the top 10 ranking in EMEA, with strong focus on Chromebook.