It was a tough year for PC companies in 2011, with smartphones and tablet PCs encroaching on the traditional notebook market and enjoying enormous popularity. However, it is predicted that this year’s market conditions will be different.
Small and light “Ultrabooks” have a performance superior to existing notebook PCs and are spearheading the market. The Ultrabook is a new concept notebook PC that features a 13inch screen, measures less than 18mm thick, and comes equipped with Intel’s 2nd Generation Core i-Series Processor and 5 hours of battery life, all for less than US$1,000.
Target markets are the mainstream products between distribution models priced at US$500 and premium products costing more than US$1,200. Furthermore, it aims to compete with the MacBook Air, which has expanded its market share through the popularity of the iPhone. The Ultrabooks only drawback is the initial price in the local market, nearly as high as 1.5 million won. Most companies are producing almost identical Ultrabooks, however, they are promoting different advantages. Users who frequently travel or those working only in an office should consider battery life and weight, and display and performance respectively.
To meet this need, HP Korea released its HP Ultrabook with a competitive price and longer battery life.
HP Korea recently introduced three new products; the “Folio 13,” “ENVY 15” and “dm4 Beats Edition,” all of which feature upgraded 3D sound and a special design.
The best feature of the latest Ultrabook is the price. The price of the Folio 13 is 1.39 million won, the lowest among similar level Ultrabooks. It comes equipped with a 128GB Solid State Drive (SSD,) and its average battery life is 9.5 hours, the longest among Ultrabooks. Thanks to such advantages, it can be used outside of the home and at office on a single charge.
In addition, there is no need for a separate adaptor due to more ports, including HDMI and USB 3.0. Furthermore, HP “CoolSense” technology was applied to help keep it from generating heat, even when used for long periods of time.
The HP Ultrabook Folio 13, weighing just 1.49kg and measuring only 18 mm in thickness, can reboot in 6 seconds and switch from standby mode to work mode in only in 1-2 seconds.
In addition to the Polio 13, the newly released ENVY 15 offers vivid sound with 6 speakers and 2 sub woofers, while the dm4 Beats Edition has been sensuously upgraded with a black and red design and a red backlit keyboard.
The competition among companies for early market occupation appears to be accelerating, with HP jumping into the Ultrabook market following others such as Samsung Electronics, LG Electronics, and Acer.
The vice president of HP Korea, On Jeong-ho said, “Our Ultrabook business in its initial stage is insignificant, with less than a 5% market share. However, success depends on how to target consumer successfully with an affordable price.”
Most Ultrabooks released recently are priced well over US$1,000 according to the standard set by Intel. In the local market, most Ultrabooks are priced starting from 1.4 million won and the expensive one is more than 2 million won.