Success in stealing market share from IT retail down to 'free' deals and heavy advertising

Telecoms channel takes 20 per cent of netbook sales

The telco industry accounted for 20 per cent of all netbook sales in the UK during the fourth quarter, according to IDC.

That figure was up on the percentage of the market that the telco industry accounted for during the third quarter. It also accounted for a staggering 35 per cent of all Asus Eee PC shipments; up from 15 per cent in the third quarter.

IDC put much of the telecom’s industry success in stealing market share from the IT channel down to the strong partnerships forged between vendors and operators. It added that substantial advertising by the telecoms operators had been a major part in the uptake of devices through that channel.

EMEA personal computing group research manager Eszter Morvay added that operators’ packaging of devices as free in the current climate, with relatively low monthly subscriptions to broadband services had been key in driving consumer demand through the telecoms channel.

"It’s an interesting proposition for the consumer," commented Morvay. "Subscription prices have fallen and if the product is free it’s really enticing in the current climate."

Both Asus and Acer dominate shipments in the mobile market, with both seeing sales of over one million each through the telco channel worldwide.

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