Fujitsu 2008 Annual Report Download - page 45

OUTLOOK FOR FISCAL 2008
nMarket Trends
PCs/Mobile Phones: Japan PC shipments in 2008 are projected to increase 3.7% year
on year to 14.68 million units. Sales of PC models compatible with terrestrial digital
broadcasts and ultra-mobile PCs to individual consumers are expected to increase. Sales
of PCs to the corporate sector, meanwhile, are likely to track growth in demand for
system security such as biometric authentication and HDD encryption, and replace-
ment demand for Windows Vista™ PCs. Worldwide PC shipments in 2008 are expected
to increase 15.2% year on year to 309.9 million units, reflecting continued expansion in
demand for notebook PCs.
Turning to mobile phones, forecasts for the Japanese market in 2008 are for ship-
ments of less than 45 million units. Changes to mobile carriers’ contract obligation and
sales incentive systems are expected to dent demand for new models and extend the
replacement cycle, leading to overall lower shipments.
HDDs: In HDDs, shipments in the enterprise 3.5-inch HDD market are expected to
increase by around 3% to 4% as stable market growth continues. The mobile market for
2.5-inch HDD products is projected to grow 25% to 270 million units, mainly due to
growth in products for notebook PCs, joined by sales for use in digital home appliances,
games consoles and other consumer products.
nInitiatives Going Forward
PCs/Mobile Phones: In Japan, our PC initiatives will seek to address growing interest in
PCs manufactured from environmentally friendly materials, along with efforts to capture
consumer demand by adding to our line of aesthetically creative NF Series PCs. In parallel,
we will work to fill new and replacement demand from the increased uptake of Windows
Vista™ PCs in the corporate sector. Plans also call for rolling out product lines that meet the
specific needs of small- and medium-sized enterprises. Finally, with growth in worldwide
notebook PC demand anticipated, we will take steps to expand our sales channels in
newly emerging economies, especially in Asia.
In mobile phones, despite concerns over how shipments may be impacted by a new
sales system in Japan, we plan to boost income by expanding sales of innovative prod-
ucts clearly differentiated from those of competitors. These include the Raku Raku Phone,
where our pursuit of an intuitive, easy-to-use handset has led to brisk sales, the 900 Series
of large-screen, “One-Segment” handsets, the thin and water- resistant 700 Series, and the
“Kids’ Keitai” mobile phone for elementary school-aged users.
HDDs: In HDDs, we have positioned the fast-growing mobile market for 2.5-inch HDD
models as one of our strategic markets, where we plan to offer a broader lineup to meet
diverse customer needs. Beyond notebook PC demand, we intend to enhance our
market position by developing a presence in game consoles, industrial applications and
other non-PC markets. In the enterprise market for 3.5-inch HDDs, performance and
reliability are the key factors that determine market share. Fujitsu’s position in this field is
growing, as the number of vendors able to meet these conditions is limited. Going for-
ward, we will bolster the promotion of small form factor (SFF) HDDs—widely expected
to aid in lowering system power consumption—and move quickly to meet the growing
interest in low-power systems that has emerged in recent years.
GLOBAL PC MARKET FORECAST
(Millions of Units)
SHARE OF GLOBAL PC MARKET
UNIT BASIS
Company A 18.8%
Company B 14.9%
Company C 7.8%
Company D 7.5%
Company E 4.1%
Others 43.6%
Fujitsu/
Fujitsu
Siemens
3.3%
SHARE OF 2.5INCH HDD
MOBILE MARKET
UNIT BASIS
Fujitsu
18%
Company A 27%
Company B 21%
Company C 15%
Company D 13%
Company E 6%
(Source: IDC’s Worldwide Quarterly PC Tracker Q1 2008)
(Source: IDC’s Worldwide Quarterly PC Tracker Q1 2008)
(Source: Gartner, April 2008, GJ08338)
0
150
300
450
269.1
309.9
351.4
393.7
432.4
2007 2008 2009 2010 2011
043
ANNUAL REPORT 2008FUJITSU LIMITED
UBIQUITOUS PRODUCT SOLUTIONS