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Nokia to enter PC industry with its first netbook

Nokia to enter PC industry with its first netbook
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First Published: Mon, Aug 24 2009. 11 01 PM IST
Helsinki: The world’s top cellphone maker, Nokia Corp., said on Monday it would start to make laptops, entering a fiercely competitive, but fast-growing market with a netbook running Microsoft Corp.’s Windows operating system.
Nokia had earlier this year said it was considering entering the laptop industry, crossing the border between two converging industries in the opposite direction to Apple Inc., which entered the phone industry in 2007 with the iPhone.
The company has seen its profit margins drop over the last quarters as handset demand has slumped, and analysts have worried that entering the PC (personal computer) industry, where margins are traditionally razor-thin, could hurt Nokia’s profits further.
“We are fully aware what has the margin level been in the PC world. We have gone into this with our eyes wide open,” Kai Oistamo, head of Nokia’s phone unit, told Reuters.
“There’s really an opportunity to bring fresh perspective to the PC world,” he said, adding that Nokia would introduce extended battery life and continuous connectivity.
Nokia’s first netbook, the Nokia Booklet 3G, will use Microsoft’s Windows software and Intel’s Atom processor to offer up to 12 hours of battery life while weighing 1.25kg.
Netbooks are low-cost laptops optimized for surfing the Internet and performing other basic functions. Pioneered by Asustek Computer Inc. with the hit Eee PC in 2007, netbooks have since been rolled out by other brands such as Hewlett-Packard Co. and Dell Inc.
“The question is: How will Nokia differentiate? This is already a crowded market. If they manage to differentiate, it’s going to give them competitive advantage,” said Gartner Inc. analyst Carolina Milanesi.
Research firm Interactive Data Corp. expects netbook shipments this year to grow at least 127% from 2008 to over 26 million units, outperforming the overall PC market that is expected to remain flat and a phone market that is shrinking some 10%.
“Nokia will be hoping that its brand and knowledge of cellular channels will play to its strengths as it addresses this crowded, cut-throat segment,” said Ben Wood, director of research at CCS Insight. “At present we see Nokia’s foray into the netbook market as a niche exercise in the context of its broader business.”
Nokia said it would unveil detailed specifications, market availability and pricing of its new device on 2 September.
A person close to Nokia said the new netbook would use the Windows 7 operating system. Microsoft says a stripped-down version of Windows 7 will be introduced to netbooks the same time as its general release on 22 October.
Local media reports in Taiwan have said that Compal, the world’s No. 2 contract laptop PC maker, has pitched netbook models to Nokia, but there has been no official confirmation from either side.
Nokia declined to comment on the manufacturer it uses.
Most of the world’s top electronics brands typically do their own design work, but outsource the manufacturing process to contract manufacturers such as Compal and its larger rival Quanta.
Kelvin Soh in Taipei contributed to this story.
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First Published: Mon, Aug 24 2009. 11 01 PM IST
More Topics: Nokia | PC | Laptop | Netbook | Internet |