Samsung steps back into notebook market

Samsung steps back into notebook market

Vendor unveils plans for a soft launch in May on a new range of machines that will include netbooks, priced from $899

Samsung has unveiled plans to re-enter the Australian notebook market after exiting the space almost two years ago.

The vendor will look at releasing a range of notebooks, including netbooks, with a soft launch to take place in May. Price points will range from $899 to $2999.

Recently appointed IT division business manager, Emmanuele Silanesu, said the vendor’s last foray failed because it had highly priced products that only appealed to two per cent of the market.

“They decided locally that because they weren’t getting the resources from overseas and don’t have products suitable for the local market because they had been developed for Europe, it was better that we don’t participate in this market,” he said. “The resources weren’t really there for Australia.”

Silanesu said Samsung had since experienced high levels of market share in Europe with its notebooks and wanted to extend its reach into the US and South East Asia.

“The company had made a decision in July last year to enter the notebook space but they wanted to make sure they got myself and [director of IT] Phil Newton on-board before they went out to market with it,” he said. “We’re ready to go now that we’ve got the structure in place.”

For the May launch the new range will be pushed through a select number of partners and distributors.

“We have cherry picked products from a massive range for the launch and picked the ones we think will be successful from day one,” he said. “We’re working with limited customers and distribution and as we grow we will open up more of the product range.

“We’re looking at a larger proportion roll out with the launch of Windows 7 and the new Intel platform later on this year."

The strategy behind its new machines will revolve around longer battery life, brighter screens and lightweight devices, Silanesu said.

The new range will include four different netbooks that will target specific segments. One will be embedded with 3G capability. Another will be more oriented for customers that use the device to watch movies and surf the net, and will feature a much richer audio experience.

The more mainstream notebooks will come in 14-, 15.6-, and 16-inch models, Silanesu said.

Prior to joining Samsung, Silanesu was the notebook product manager at Asus and was most recently the national retail manager.

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