While analysts predict that shipments of tablet personal computers may reach around fifty million already this year and one of the top managers of Asustek Computer claims that the company’s Eee tablets have a “secret weapon” against competitors, the company’s actual targets for slates do not seem to be too ambitious.
Apparently, Asus only plans to sell around 1.5 – 2 million of tablet PCs in 2011, the company revealed at an investment conference. The company plans “to achieve double digit market share of the non-Apple platform tablets in 2011”.
At present the company has three Google Android “Honeycomb” tablets in the roadmap – the Eee Pad Transformer, a hybrid netbook-tablet; Eee Pad Slider, a tablet with a sliding out keyboard; Eee Pad Memo, a hybrid between e-book reader and a tablet. In addition, the company has Eee Slate that will be based on Windows 7 operating system.
While the portfolio of Asustek’s tablets is broad, it may not be that competitive against media tablets like Apple iPad, Samsung Galaxy Tab, HP Touch Pad and others. For example, Eee Pad Transformer – the device that can be transformed easily into a thing similar to other slates – will cost €399 - €599 ($539 - $809), which is higher compared to rivals. The device is projected to be released in March. As a result, Asustek’s conservative plan may be fully justified.
Asustek shipped 21.6 million mainboards, 10.9 million notebooks and 6 million Eee PC netbooks in 2010. The company plans to increase sales of mainboards by 5% to 22.68 million, ship 14 million notebooks and 6 million Eee PC products in 2011.