In der EMEA-Region wurden im ersten Quartal 2016 19,5 Millionen PC-Einheiten abgesetzt. Das entspricht einem Rückgang von zehn Prozent im Vergleich zum Vorjahr, so das IT Research- und Beratungsunternehmen Gartner.

»Der Rückgang des PC-Markts in der EMEA-Region ähnelt dem weltweiten Rückgang um 9,6 Prozent, aber es gibt doch ein paar Unterschiede«, erklärt Isabelle Durand, Principal Analyst bei Gartner. »In EMEA gab es eine klare Unterscheidung zwischen dem Markt für Geschäfts-PCs und dem für Verbraucher-PCs. Auch regional existierte ein Unterschied zwischen Westeuropa und dem Rest der EMEA-Region. Manche PC-Hersteller hatten unter diesen vielfältigen und sich schnell verändernden Umständen Schwierigkeiten mit Inventar und Profitabilität.«

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Gartner Says EMEA PC Shipments Declined 10 Per Cent in First Quarter of 2016

The Region Showed a Fragmented Market

Egham, UK, 19th April, 2016 — PC shipments in Europe, the Middle East and Africa (EMEA) totalled 19.5 million units in the first quarter of 2016, a 10 per cent decline from the first quarter of 2015, according to preliminary results by Gartner, Inc.

»While the decline in the EMEA PC market is similar to the 9.6 per cent decline seen worldwide, there are some differences in the region,« said Isabelle Durand, principal analyst at Gartner. »In EMEA we saw many distinct factors cause clear splits between the consumer and professional PC markets, but also regionally between Western Europe and the rest of EMEA. Some PC vendors struggled to manage inventory and profitability in these diverse and rapidly shifting conditions.«

In the first quarter of 2016, HP performed better in EMEA than it did worldwide. It increased its market share lead despite a shipment decline of 2.5 per cent (see Table 1), while Lenovo lost market share. Asus, ranked third, was the only vendor in the top five EMEA ranking to increase its shipments, growing 3.9 per cent in the first quarter of 2016.

Table 1

Preliminary EMEA PC Vendor Unit Shipment Estimates for 1Q16 (Thousands of Units)

Company	1Q16 Shipments	1Q16 Market Share (%)	1Q15 Shipments	1Q15 Market Share (%)	1Q16-1Q15 Growth (%)
HP Inc.	4,372	22.4	4,482	20.7	-2.5
Lenovo	3,671	18.8	4,199	19.4	-12.6
Asus	2,130	10.9	2,050	9.5	3.9
Dell	1,938	9.9	2,097	9.7	-7.6
Acer Group	1,532	7.8	2,080	9.6	-26.4
Others	5,875	30.1	6,776	31.2	-13.3
Total	19,517	100.0	21,684	100.0	-10.0

Notes: Data includes desk-based PCs, notebook PCs and ultramobile premium. All data is estimated based on a preliminary study. Final estimates will be subject to change. The statistics are based on shipments selling into channels.

Source: Gartner (April 2016)

Although mainstream professional PCs suffered low demand in the first quarter of 2016, there was continued growth in demand for thin and light notebooks with detachable keyboards — in both the business and consumer segments. The gaming notebook segment also witnessed growth in developed European markets. While these two segments grew in the first quarter of 2016, it was not enough to offset the steep decline in the professional PC segment.

»Despite ongoing weakness in the EMEA PC market, consumer shipments in the UK and Germany were stable, which benefited HP,« said Ms Durand. »Professional shipments of desktops and notebooks declined as business buyers continued to evaluate Windows 10 and delayed major deployments until the end of 2016.«

In France, consumer spending was more focused on high-definition television upgrades and media centre peripherals for televisions than on PCs. »These various trends in major Western European markets reveal that vendors are failing to give consumers and businesses a compelling reason to upgrade their existing PC hardware,« said Ms Durand.

A combination of extended Christmas and New Year holidays, and significant economic challenges in Russia and Ukraine negatively impacted PC demand in Eastern Europe and Eurasia. The recent drop in oil prices impacted the exchange rate of the Ruble to the US dollar even more than other currencies, as well as affecting economic and political stability in the Middle East.

»All of these factors combined put heavy pressure on the demand for new PCs across EMEA,« said Ms Durand. »In addition, the caution of PC buyers in EMEA will likely continue into the second quarter of 2016. PC vendors must react quickly to varied trends among the professional and consumer segments, and fast-changing market conditions. The structure of the devices market and user purchasing behaviour has fundamentally changed the dynamics of the PC market.«

These results are preliminary. Final statistics will be available soon to clients of Gartner’s PC Quarterly Statistics Worldwide by Region programme. This programme offers a comprehensive and timely picture of the worldwide PC market, allowing product planning, distribution, marketing and sales organisations to keep abreast of key issues and their future implications around the globe.

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 Commercial Notebook Returned to Growth in Europe in 1Q16, says IDC

PC shipments in Europe, the Middle East, and Africa (EMEA) reached 17.2 million units in the first quarter of 2016 — a 14.6 % decrease year on year, according to International Data Corporation (IDC). Despite the shrinking market, commercial notebook PCs returned to growth in Western Europe (WE) and Central and Eastern Europe (CEE). In contrast, the consumer market performed poorly following a strong push for the Bing promotion in January 2015, making the comparison unfavorable.

Exchange rates, oil prices, and macro-economic conditions contributed to the difficult situation, as in previous quarters. Depending on local currency fluctuations, shipments were pushed or stopped, contributing to further unpredictability. Inventory remained an area of focus, but clearly the level of concern was limited in comparison to the previous year. While it is not unusual to have a lot of contrast between countries within a region, this quarter also showed strong variations within countries between segments and product categories. There were also a lot of differences in the results of the top market players. In the context of a shrinking market, market consolidation was clearly accelerating. However, new technology introductions such as Windows 10 and Skylake as well as the evolution of form factors to address consumerization and mobility trends, led to new market share redistribution. The main winner was HP, while Dell and Asus also outperformed the market average, and last but not least among the top 10, Apple and Fujitsu posted strong results.

»The return to growth in commercial notebooks in Europe is a good sign,« said Chrystelle Labesque, Director, IDC EMEA Personal Computing. »It is interesting, however, how market consolidation is progressing. Productivity is key in enterprise. Innovation in terms of form factors and productivity gains with the latest generation of devices is supporting some renewal in the enterprise space.«

Slightly better than expected Western European shipments declined 12.1 %, while Central and Eastern Europe decreased 10.8 %. The Middle East and Africa (MEA) suffered again, with shipments down 25.1 %. In Western Europe, commercial notebooks posted 1.3 % growth, with Germany even seeing double digit growth in this area. Most countries were in decline, except Finland and Norway. The Nordics improved, while Southern Europe was weaker. Low oil prices together with currency fluctuations and political instabilities remained key market inhibitors in the CEMA region, but as in Western Europe, CEE posted a small growth in commercial notebook shipments: +0.7 %.

»The PC market in both the CEE and MEA regions in 1Q16 performed very much in line with the forecast. Demand for PC’s in the MEA region remains negatively affected by economic instability in Turkey, currency devaluation in both Turkey and South Africa, a slowdown in tourism in the UAE, and reduced consumer confidence due to lower oil revenues for Saudi Arabia and conflicts in the ‘Rest of Middle East’ subregion,« said Nikolina Jurisic, Product Manager, IDC CEMA. »The region reported a contraction of 25.1 % YoY. The PC market in CEE reported a yearly decline of 10.8 %. The Russian PC market remains constrained by the overall economic environment. Other countries in the region reported a decline YoY that was particularly strong in Bulgaria, Slovakia, Romania, and Czech Republic, mostly due to the unfavorable comparison with the Microsoft Bing promotion last year and political instability in Romania and Bulgaria. The PC market rebounded in Ukraine after a long period of decline, reporting overall shipments of just over 200K, thanks to economic improvements, deferred demand and healthy inventory at the end of 2015, resulting in both consumer and commercial sector showing a double digit YoY growth.”,

Vendor Highlights

The top 3 players now account for 56.3 % of the total market volume vs 54.5 % in 1Q16.

• HP outperformed the market and gained 1.6 % in share, reaching 24.9 % in EMEA. The vendor’s focus on new products contributed to the gains, together with particularly strong results in commercial notebook.
• Lenovo is in second position. The vendor maintained its leadership in consumer shipments in EMEA and consolidated its second position in commercial, where it marginally gained some shares thanks to an above average performance in desktop.
• Dell regained third position owing to a strong result in commercial notebooks. Dell grew faster than the market and consequently gained share in EMEA. The vendor continued to grow in particular in the commercial segment.
• ASUS had another strong quarter, declining less than the market average thanks to its notebook performance.
• Acer remained 5^th, managing inventory with caution. The vendor suffered from the comparison with Bing shipments a year ago.

Top 5 Vendors: Europe, the Middle East, and Africa (EMEA) PC Shipments*

1Q16 (Preliminary) (000 Units)

Vendor	1Q15 Shipments	1Q16 Shipments	1Q15 Share	1Q16 Share	1Q16/1Q15 Growth
HP	4,707	4,288	23.3 %	24.9 %	-8.9 %
Lenovo	4,141	3,518	20.5 %	20.4 %	-15.0 %
Dell	2,159	1,900	10.7 %	11.0 %	-12.0 %
ASUS	1,799	1,742	8.9 %	10.1 %	-3.2 %
Acer Group	1,760	1,293	8.7 %	7.5 %	-26.6 %
Others	5,627	4,497	27.9 %	26.1 %	-20.1 %
Total	20,193	17,236	100.0 %	100.0 %	-14.6 %

Source: IDC EMEA Quarterly PC Tracker, Preliminary Results, 1Q16, April 2016

* PC shipments = desktops and notebooks

Shipments are branded shipments for all form factors (including desktops and notebooks) and exclude x86 servers as well as OEM sales for all vendors. Data for all vendors is reported for calendar periods.

For more information on IDC’s EMEA Quarterly PC Tracker or other IDC personal computing research services, contact Associate Vice President Karine Paoli on +44 (0) 20 8987 7218 or at kpaoli@idc.com. Alternatively, contact your local IDC office or visit www.idc.com.