Toshiba is aggressively cutting the prices of its entire Tecra 8000 range of notebooks in order to pave the way for additions to the series in February, a development motivated by the release of Intel's new 333MHz and 360MHz chips.
According to Mark Whippard, national marketing manger for Toshiba, the price cuts are designed to facilitate customers who are price sensitive and do not require the extra speed that the new chips will demonstrate.
"Some will wait for the new technology but others will be enticed to buy at the reduced prices," claimed Whippard.
Whippard further explains the drive behind the cost reductions as a response to the current Tecra range reaching the end of its life span, and thus peak in terms of the volume of units distributed.
"This results in manufacturing costs decreasing and allows Toshiba to pass on the savings to its customers," states Whippard.
Price cuts will average 8.5 per cent in a bid to consolidate Toshiba's December dominance of the market, which according to IDC data equalled 42 per cent.
Toshiba claims to be reiterating its channel strategy with such bold cuts and envisages its resellers getting a jump on competition that has yet to take advantage of the new Intel chip and position themselves competitively.