Toshiba, it seems, is not content to be undercut by competitors like Acer and ASUS in the netbook market. Most of its machines are priced on the higher end, but it is now developing some netbooks designed to be under $600.
Norio Sasaki explained in simple words the motivation behind the change in tactics:
“The shift to lower prices is evident so our products must match.”
Details about the upcoming netbooks are scant, but we do know that Toshiba plans to make two of them. Sasaki commented that Toshiba would “like to increase [its] products [in the sub-$599 range] from four to six.”
These cheaper netbooks are expected first in Europe and the US, where price competition is highest.
Yes, that’s right – for all the news we get about business-oriented netbooks and companies adopting netbooks over notebooks to cut costs, it turns out that people tend to use them for their daily fix of Facebook and flash games.
According to Forrester Research’s survey of 5000 North American adults, 52% of those who own netbooks use their netbook “primarily for entertainment.” People do more serious work on their laptops and desktops.
The study also tried to tackle a more interesting question – who’s buying all these netbooks? It found that 42% are in their thirties and 68% are male, with the average salary of netbook users being $97,000.
Of course, none of this info may be useful to netbook manufacturers – 70% of netbooks sold are sold in Europe anyway.