Premiere of Mini Barebone System Fur Fusion
Chenming has aggressively transformed from PC components suppliers to system providers and stridden into own brand name market (which serves as one of the most challenging markets for Taiwan IT industry) with the creation of its own brand Fur Fusion.
Vice President of Electronic Product Business Unit Michael Chieh stated that the announcement of Fur Fusion marks as one of Chenming benchmarked strategies in implementing the companys transformation. The Mini Barebone will be available at Taiwan, Japan and Europe channels and hypermarkets started from August to September.
Chenmings CEO Gene Sheu emphasized that he was confident about Mini Barebone market. Presently, 36 million units of global Desktop PC belong to home market while 70 million units belong to SOHO market. The Mini Barebone is predicted to have the potential of occupying 25% of these markets with average increasing rate of 30% per annum.
Chenming has announced Mini Barebone to be the first product line of entering the own brand name market. To focus on DIY market with emphasis on Clone market, however, will be its initial strategy. Hsieh added, Chenming will work with Genuine in Taiwan , Dixon and hypermarket like Carrefour in Europe targeting at both home and SOHO users of these markets.
Consumer PCs will be the main focus for Chenming to expand its business into the system industry. The featuring theme for this product line will be a combination of Life, Tech and Joy. Fur Fusion Series could be divided into different outlooks based on different appeals to Home, SOHO and Gaming markets. Its target audiences will be users who have specific requirements on the system performance and compact size.
According to Chenming, Fur Fusion Series is expected to be brought into mass production and available globally starting from September, 2003. It will be targeted at Taiwan, Japan and Europe markets initially and gradually extend its sales to China and U.S. Chenming hopes that the shipment volume for this series could reach 140,000 to 150,000 units per annum.
From the views of other suppliers of the same industry, Fur Fusion Mini Barebone is actually sharing the same market with XPC which has been boosted up by motherboard supplier, Shuttle. Many of the motherboard and PC suppliers since followed the successful track of Shuttle. General speaking, Mini Barebone is deemed as one of the most potential Desktop Systems that would survive the overwhelming challenge of Notebook Computers.
(Digitimes.com/ Reporter: Zeng Er Wen)