Local German vendor tops PC giant via supermarket sales

Local German vendor tops PC giant via supermarket sales

Supermarket distribution channels have helped local PC company Medion topple Fujitsu Siemens Computers as Germany's largest supplier of PCs.

Medion's share of the German PC market climbed to 21.5 per cent in the fourth quarter of 2002 ahead of Fujitsu Siemens (16.9 per cent), according to Dataquest, a division of Gartner. The company's success was largely due to its distribution contract with food discount chain Aldi.

A number of special PC offers from Aldi and other German supermarket chains, including Marktkauf and Plus, saw more than 300,000 computers sold at discount prices in supermarkets in the fourth quarter alone.

Medion's fourth-quarter sales increased 61.2 per cent to 472,488 PCs compared with 293,172 units in the same period in 2001, Dataquest said.

Fujitsu Siemens, which chose not to participate in the pre-Christmas PC discount campaign, was bumped for the first time from the #1 position, Dataquest analyst, Meike Escherich, said.

The company's 2002 fourth-quarter sales dropped 8.9 per cent to 371,237 PCs, compared with 407,524 units a year earlier.

Fujitsu Siemens, in Maarssen, Netherlands, is a joint venture between Fujitsu in Tokyo and Siemens in Munich. The company sells computers to businesses and consumers in Europe, the Middle East and Africa.

Sales at Hewlett-Packard also dipped sharply. The company ranked third in German PC sales. Dell held fourth place.

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