Asustek Computer Inc (華碩電腦), the world’s largest computer motherboard maker, has been periodically cutting the prices of several models in its Eee PC series in Taiwan this year.
The latest price reduction was announced last Wednesday, when Asustek trimmed NT$1,000 (US$31.21) across the board off the prices of the 901, 904 and 1000 models, the company said.
The Taipei-based firm created a market for low-priced mini-laptops when it launched its first so-called netbook computer late last year. Hewlett-Packard Co, Dell Inc and Acer Inc (宏碁) soon followed with their own low-cost laptops.
Rather than commenting on the competition, Asustek’s notebook business unit product manager Jose Liao (廖逸翔) said over the phone yesterday: “Sales of the Eee netbooks are going strong owing to demand in the back-to-school season. Our company has seen increased sales through partnerships with big discounters and authorized distributors, as well as Far EasTone Telecommunications Co [遠傳電信].”
Although analysts have expressed concerns about the company meeting forecasts, Asustek has reiterated its full-year Eee PC shipment target of 5 million units, as well as its notebook shipment forecast of 6 million to 6.6 million units.
Asked about Amazon’s recent price discounts on the Eee 900 and 1000H series, Liao said he was unfamiliar with sales strategies in North America.
The online retailer recently lowered prices of the Eee 900 with a 8.9-inch display from US$549.99 to US$429.00, representing an 18 percent discount. It also trimmed US$10 to US$20 off the prices of the 901 and 1000H models.
Amazon also cut US$50 off Acer’s 8.9-inch Aspire One series. The model that comes with the Linux operating system now sells for US$329.99, while the Windows XP models costs US$399.95.
Dell’s Inspiron Mini 9 series, which also has a 8.9-inch screen, is for sale on Dell’s corporate Web site for US$399.00 and up.
“It is only natural for us to initiate price discounts to lure additional customers and increase our global netbook market share,” Liao said. “Asus launched many models during the year, so we need to reduce prices on older ones to pave the way for newer series.”
He said the Eee S101 series, a streamlined model with a larger hard disk capacity, is anticipated to reach the market next month.
The S101 was unveiled at the company’s shareholders’ meeting last month.
Asustek stock shed NT$0.5, or 0.83 percent, after much volatility on the Taipei bourse yesterday, to close at NT$60.
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