Early Sales of Ultrabooks Disappoint - Report

Acer, Asus May Not Be Satisfied with First Ultrabooks

by Anton Shilov
11/03/2011 | 09:08 PM

Based on an unofficial report, Acer Group and Asustek Computer should be pretty dissatisfied with sales of their initial so-called ultrabooks. Apparently, sales of the Intel-lead ultrabooks by Acer and Asus are 2-3 times below original expectations.

 

Sales of ultrabooks by Acer and Asustek Computer are projected to reach 100 thousand (K) units each by the end of 2011, falling short of their targets of 200K - 300K units, due to relatively high prices, according to sources at channels cited by DigiTimes web-site (note is cited as "Acer, Asustek initial ultrabook sales not up to expectations, say sources"). Sales numbers from other companies, such as Lenovo Group, are unknown. Current numbers are published as rumours.

Market observers believe that the low sales of ultrabooks are conditioned by high prices compared to established ultra-thin laptops like competitive Apple MacBook Air or Lenovo ThinkPad X systems. Those, who pay for expensive systems demand certain class of guaranteed experience throughout the device's lifetime, which means very conservative approach by end-users.

Unfortunately, customers nowadays pay less and less attention to the quality of hardware and even less attention to the quality of software.  While it is clear that full-metal Asus ultrabook is better made than those made of plastic, the majority of consumers choose "good-enough" strategy and acquire moderate notebooks instead of state-of-the-art MacBook Air, ThinkPad X and others.

Asus, Acer, Intel did not comment on the news-story.