ULTRABOOK AIMS HIGH

As information and technology as well as innovation become a more intrinsic part of our lives, Ultrabook, a next-generation computer platform might become popular and join the mainstream for computer users. Intel expects that Ultrabook will dominate the market and pick up 40 per cent share by the end of this year.  

Ultrabook has been designed with a smaller size, lesser weight and extended battery life without compromising on performance. Computer manufacturers who want to produce Ultrabook will need to develop defined specifications. They will use low-power Intel processors with integrated graphics, solid-state drives for responsiveness, and uni-body chassis to fit larger batteries into smaller cases. Because of their minimal size, the number of external ports such as USB port is limited.

Dudchaneeporn Pruckwattananon, marketing programme manager of Intel Microelectronics (Thailand), said that the firm has the priority to promote Ultrabook in the market this year. Ultrabook is going with great momentum, with many designs powered by second-generation Intel Core processors that are available today. “More than 75 designs are already underway for 2012, some of which will be available when we launch our next-generation processor,” she said. However, the firm also believes that the Ultrabook will gain market share as a mainstream product compared with the notebook market in the near future.

“This year, computer users will see Ultrabook transform itself, while the firm will continue to drive Ultrabook’s momentum. It has set ambitious goals for the product and Intel’s goal is to work with the industry to transform personal computing by delivering a single device that offers the most complete, satisfying, and most secure experience in sleek, beautiful designs,” said Dudchaneeporn.

She said that the firm is working closely with its partners to bring Ultrabook to market. Meanwhile, Intel Thailand will be taking a lead role for the country’s IT industry to introduce and promote Ultrabook through retail, visual and merchandising activities, online campaigns of social media and website, co-marketing programmes with its partner alliances. 

Jarit Sidhu, associate market analyst for Client Devices Research at IDC (Thailand), a research company, said that Ultrabook will initially address the higher-end market. This is the segment of “best value” buyers. If the prices of Ultrabook go down then it may ignite demand from the middle segment of the market.

IDC believes that Ultrabook will be positioned in the mid-to-high level of the market. However, the high price of Ultrabook will limit its market share as pricing is one of the most significant factors for consumers in the Thai IT market. However, whenever vendors are able to push the price downward, below Bt21,000, without compromising on performance then Ultrabook may start to make a real impact. It is likely that you will see more interesting propositions from vendors in the second semester of 2012.   

Anothai Wettayakorn, managing director of Dell Corporation (Thailand), said the Ultrabook will target high-end computer users who have experience and want to own a second computer. The firm believes the Ultrabook will be a hit in the Thai market this year. 

To begin with, the firm will launch the Dell XPS 13 Ultrabook. Dell also plans to provide Ultrabook with 14-inch and 15-inch display monitors in the next stage. The firm expects Ultrabook to garner market share of about 30-40 per cent of total PC units in the Thai market next year as Ultrabook will be light weight with a life-long battery as major features. 

Meanwhile, Boonchai Ngouvisitkul, associate director of the mobile business division at Acer Computer (Thailand), said that the firm this year will deliver a full line of Ultrabook with 11.3-inch, 13-inch, 14-inch and 15-inch display monitors. The firm expects to sell about 20,000 Ultrabook per month or 240,000 units by the end of this year, which would be about 15-20 per cent of total Acer notebook sales of 680,000 units expected this year. The firm has announced the thinnest and lightest Ultrabook model, the Aspire Timeline Ultra.

“I think that this year, with the introduction of the Ultrabook, there will be a price war between computer manufacturers as they need to gain revenue and market share,” said Boonchai.