Stylish netbook ASUS EEE —is a very interesting product from the point of view of its positioning in the market of electronic devices.
Wednesday 24 August 2011 at 09:37 am.
It belongs to quite a specific class of devices which occupies the intermediate position in the market between ultramobile (with a 10-12 inches matrix) laptops and a handheld computers. Generally, this market is occupied by a rather considerable quantity of the most different devices, including web pads, small devices with the screen of 5-7 inches and sliding keypads (UMPC), various monofunctional devices (for example, GPS-navigators or electronic readers) and etc.
The main characteristics for devices of this segment are sizes and weight — on the one hand general-purpose laptops with the sizes of the screen of 10 inches and above where it is also possible to allocate almost full-function keypad, on the other hand — handheld computers which are not so functional (in particular, have a rather small screen), but they can be carried in a pocket or a small cover on a belt.
Speaking in images, products of this sector are oriented to users who need a small and easy electronic device that could be carried permanently by them, and thus they are not satisfied with the functionality of a handheld computer or portability of a small laptop.
The problem is that a circle of such buyers is narrow enough — the majority is satisfied enough with a handheld computer or a laptop (or both devices together). Therefore the main circle of buyers — is a narrow niche of enthusiasts actively using various mobile gadgets, or not a narrower category of professional users for which such devices are necessary for work. And whether sales amount is small, it is difficult to get back costs on development and production organization.
Therefore practically all devices in the market niche cost rather expensively and have a bad ratio "price-functionality",and that reduces their consumer attractiveness even more.
Stylish netbook ASUS EEE , oriented to this segment of the market, has two very important features makeing it unique: at first, it is positioned not as niche, but as a mass device, and secondly — has quite a low price.
Uniqueness of best netbook ASUS EEE is that ASUS tries to introduce to the market a model, which is general-purpose and simple enough to satisfy the main requests of eventual users, and thus is extremely cheap.
Only quite a rich person who doesn’t count money can afford buying the same webpad for 2000 dollars when it is quite possible to manage without it. And with the price of 300 dollars it is possible to buy such device, simply having come to shop to do shopping — all the same «it will be useful in a housekeeping». And thus Eee PC is an almost full-function laptop.
And here we approach to the main thing why ASUS marketing was so successful. The company at very early stage has declared that street price of best netbook ASUS EEE will be only 199 dollars — practically everybody is able to pay such money for the computer which is capable to carry out all tasks laid to it. The force of marketing is so great that till now one of Eee PC synonyms is «a laptop for 199 dollars».
Certainly, in real life everything appeared not so well, prices at the beginning of sales were from 350 to 500 dollars even in the USA, where such electronics is traditionally inexpensive. Nevertheless, even for this money the functional alternative of netbook stylish ASUS EEE — are only some old second-hand models of ultraportable laptops, delivered from the countries where there is a demand on them (in Europe, for example, the volume of this market is minimum).
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