To: ed who wrote (11948 ) 12/22/1997 12:41:00 AM From: Kenneth R Miller Respond to of 97611
Here is some good news on how the notebooks are doing: IRVING, TEXAS, U.S.A., 1997 DEC 19 (NB) -- REPEAT/ By Craig Menefee, Newsbytes. In retail channels it's sell-through that counts, but that process can be hard to predict. One approach is to look the shelf space one brand gets compared to another, and a recent study says by that measure Compaq's [NYSE:CPQ] notebook computers have zoomed from the number seven position to number one over the last year. ARS Inc., a Texas-based market firm that focuses on the PC, says Compaq has replaced Toshiba as the top notebook computer vendor at the large US retail outlets surveyed, though Toshiba maintained a healthy lead on third-place Fujitsu. The study, released Thursday, says Compaq now commands 31 percent of retail shelf space devoted to notebook PCs, compared to Toshiba's 21.7 percent. Those figures compare to 1996 figures of 25.9% for Toshiba and only 5.7% for Compaq. Joshua Council, mobile computing analyst with ARS, attributed Compaq's improved rankings to "expansion of the Presario and the Armada line of notebooks, combined with a greater emphasis on retail." Asked about the usefulness of these rankings, Phil Magney, principal analyst, told Newsbytes: "What's on the shelves is a potential indicator of what is to come in terms of market share. Shelf space is limited, and space has huge opportunity costs to it. Retailers are going to put on the shelves what they feel they can sell, which means products that are very competitive in terms of features and price." He added, "It puts those vendors in a position to see healthy sell-through. If the category does well, and the retailers do well, those are the companies that will reap the benefits." The study was based on a survey of 24 physical store locations during a two-week period from November 15 to November 30. Asked if reliable conclusions could be drawn from that size sample, Magney said the stores covered were chains that tend to standardize their outlets. So-called "superstores" covered in the study were CompUSA and Computer City for computer stores, Circuit City and Best Buy for general electronic stores, and OfficeMax and Office Depot for general office equipment and supply stores. The surveyed outlets were located in Dallas, Atlanta, Chicago, and other large cities. ARS publishes The Marketing and Promotion Summary, with daily updates on channel activity sent out by e-mail. ARS' Web site is at ars1.com . Reported by Newsbytes News Network: newsbytes.com .