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Netbooks: A Catalyst for Industry Change?

Don Ryan

July 2nd, 2009

Will the Emergence of a New Category Fulfill the Promise of True Personal Computing?

Bottom Line Summary
Innovation can often have unintended consequences. Netbooks began as an attempt by some emerging PC vendors to generate additional sales through persuading consumers to purchase lower-end PCs as a substitute or supplement to a desktop or laptop. Now Netbooks appear to be emerging as a new category of mobile computing and communications.

Business models are challenged as Netbooks change consumer purchasing dynamics, usage patterns and industry pricing/margin models. Despite rising demand, consumers often face little choice when buying Netbooks in traditional retail channels, forcing consumers to go online. Improved communications and positioning of the category is key to continuing Netbook growth; over 50% of consumers ...

 

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