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0
100
200
500
400
300
291.6
390.6
345.9
302.2
274.1
2008 2009 2010 2011 2012
(Millions of units)
(Source: Gartner “Global PC Forecast and Shipments
Quarterly Statistics: Database” 8 June 2009)
Global PC Market Forecast Global PC Market Share in 2008
(Unit Basis)
PC Market Share in Japan 2008
(Unit Basis)
[Outlook for Fiscal 2009]
Market Trends
PCs/Mobile Phones: The Japanese PC market is expected to
contract year on year. Low-priced compact notebook PCs for con-
sumers are expected to grow, but the PC market overall is
expected to decline significantly due to the economic downturn,
led by the corporate sector. The US and Europe, are expected to
be similarly affected by the economic downturn, with markets
contracting year on year. Shipments for Asia-Pacific are forecast to
be flat year on year with an expected increase in compact low-
priced notebook PCs offset against a decline in desktop and high-
end notebook PCs. Worldwide, the PC market is expected to
decline 6.0% year on year to 274.1 million units.
For mobile phones, forecasts for the Japanese market in 2009
are for a decline in shipments to around 32 million units. Mobile
carriers’ elimination of special sales incentives and adoption of
fixed-term subscription contracts are expected to raise handset
prices and extend the replacement cycle. The impact of these and
other trends, including consumer reluctance to buy new phones in
a tough economy, is expected to lead to overall lower shipments.
Initiatives Going Forward
PCs/Mobile Phones: For the consumer PC market in Japan, our
initiatives will include entry into the low-priced PC market, as well
as efforts to enhance usability, add lid color variations, and expand
our lineup of design-focused entry-level PCs and models equipped
with Blu-ray Disc players. For the corporate sector, we will continue
to create products that consume less power and offer improved
reliability, including security. In parallel, we will roll out product
lines that meet the specific needs of a wide range of customers,
including the small- and medium-sized enterprise and small office/
home office (SOHO) markets. Outside of Japan, we are determined
to maintain a profitable PC business by continuously launching
high-quality, high value-added products. We also intend to expand
our range of volume products and unveil compact, low-cost note-
book PCs in order to expand our customer base. In Europe, integra-
tion with Fujitsu Technology Solutions will serve as an opportunity
to standardize our offerings and align our product portfolio. In this
way, we will enhance profitability by shifting from low-priced to
high value-added products. For the Asia-Pacific region, we will
move aggressively to increase volume as economies rebound.
In mobile phones, despite concerns over the impact of a
lengthened handset replacement cycle in Japan, we plan to boost
income by expanding sales of distinctive and innovative products.
These include most prominently the Raku-Raku Phone, where our
pursuit of an easy-to-see, easy-to-hear handset has led to brisk
sales, as well as the STYLE Series of fashionable phones, the PRIME
Series of next-generation entertainment phones, and the SMART
Series of high-spec models aimed at sophisticated customers.
Market Data
(Source: Gartner “Personal Computer Quarterly Statistics
Worldwide by Region: Final Database” 26 June 2009)
* Including PC servers
(Source: Gartner “Personal Computer Quarterly Statistics
Worldwide by Region: Final Database” 26 June 2009)
* Including PC servers
Company A Company A
Company B
Company B
Company E Company C
Company G
Company F
Company D
Company C
Company D
Company E
Company F
Company G
Others Others
Fujitsu/
Fujitsu
Siemens
Computers
2.7%
Fujitsu
17.2%
Company A 18.5%
Company B 14.4%
Company C 11.2%
Company D 7.3%
Company E 4.5%
Company F 3.5%
Company G 3.3%
Others 34.6%
Company E 5.6%
Company F 4.2%
Company G 3.9%
Others 19.5%
Company A 18.7%
Company B 13.5%
Company C 9.3%
Company D 8.1%
PERFORMANCE Operational Review and Outlook Ubiquitous Product Solutions
035
ANNUAL REPORT 2009
FUJITSU LIMITED