Consumers looking for a new notebook these days will hardly be spoilt for choice with real alternatives. 15 inch screens dominate the retail shelves and when it comes to equipment most notebooks offer similar features and hardly any of them stand out of the crowd. “It is a problem manufacturers have. They are scared of fair consumer prices being stuck in the trade channels and caught in high price politics”, explains Andy King, General Manager of Averatec UK. The introduction of the new 1000 (10.6” WXGA) and 4200 (13.3” WXGA) series offers the retail channel new stimulus and brings a breath of fresh air to the market. Averatec will hit fertile grounds especially with larger retailers. “Notebooks under 14 inch are scarce on the retail shelves because it is impossible to explain the prices of breaded mini mobiles of certain manufacturers to the end consumer”, continues King. And this is exactly where Averatec comes in with new ideas and technologies promising not to break the price barrier that divides customer from business notebooks. Included in the price are: Colourful cover, handy slime-line design, 13.3” or 10.6” wide screen formats with AveraBrite technology combined with full sized keyboards and equipment ranging from Centrino technology, Wireless LAN and DVD burner or Combo disk drive to ultra bright screens. All these features have traditionally been exclusive to business users but could not be found within the retail channel.

Market insiders seem to be especially interested in comprehensive notebook equipment including everything needed for mobile working and living. “Ultra mobiles do no longer have to be considered a niche product. There is the right price for every product in order to sell it within the retail channel on a large scale,” explains Bengt Stahlschmidt, Managing Director of Averatec Europe. “We offer our ultra mobiles in a price category never seen before. It is an excellent opportunity for retailers to attract customers into the shops and to benefit from the demand.”

The market shows that many buyers simply go for a 15” notebook due to a lack of affordable alternatives. They, however, would very much prefer to buy a smaller notebook because it is much more convenient for mobile working and living. Averatec offers just that. Ultra mobile notebooks with professional features. “I am sure that other manufacturers have to follow this example one day in the not too distant future,” estimates Stahlschmidt. “Until then, many retailers will provide shelf space for Averatec notebooks because the new products will surely occupy more space than just a niche.”