First time ever PC sales record 7% negative growth

DQW Bureau
New Update


MAIT announced the findings of its Industry Performance Review for fiscal

2008-09. The total PC sales between April 2008 and March 2009, with desktop

computers, notebooks and netbooks taken together, were 6.79 million (67.9 lakh)

units, registering a decline of seven percent over the previous year.

IT consumption in 2008-09 was severely impacted, especially in the

second-half of the fiscal year, by the slowdown in the Indian economy. Impact on

consumption of notebooks was most pronounced as growth plummeted to a negative

17 percent compared to a high of 114 percent in the previous year. Sales of

desktops declined four percent. The OND quarter was the most adversely impacted,

subsequent to which growth in PC consumption started to show signs of revival.

With business sentiment gradually gaining momentum, PC consumption in fiscal

2009-10 is expected to cross 7.3 million units, registering a seven percent


Commenting on the findings of the study, Vinnie Mehta, Executive Director,

MAIT said, “Consumer sentiment was subdued due to uncertainty in the economy in

2008-09 which impacted the consumption of IT in the country. While consumption

in the first-half of the fiscal was satisfactory, less than expected offtake in

sales in the second-half pulled down the overall growth into the negative

quadrant. A silver lining in the second-half of 2008-09 was the emergence of a

new product category, the netbook that took the fancy of the consumers. This new

form-factor appeared to be better insulated from the prevailing market



He further added, “Although the sales growth in both the enterprises and the

households headed southwards, the overall consumption in the PC market was led

by telecom, banking and financial service sectors, education and the

e-governance initiatives of the union and the state governments. Verticals such

as BPO/IT-enabled services, manufacturing, retail and households, which

traditionally account for significant proportion of the IT market, were very

conservative in their IT spends in 2008-09. Sales of desktop clocked 5.27

million (52.7 lakh units) declining four percent, and that of notebooks, with

netbooks taken together, another 1.51 million (15.1 lakh) units with a degrowth

of 17 percent. Consumption of netbooks exceeded 70 thousand units in fiscal

2008-09. The year also witnessed deviations from the traditional downward trend

in pricing for IT products as the dollar continued to be significantly strong

compared to the rupee. This was mitigated, to an extent, by price drops due to

technology reasons and also due to intense competition. Going forward, with

signs of revival in the domestic economy, we expect positive growth for PCs and

other IT products for the fiscal 2009-10.”

Gartner: PC shipments down

5% in Q2 2009
Worldwide PC shipments totaled

68.1 million units in the second quarter of 2009, a five percent decline

from the second quarter of 2008, according to preliminary results from

Gartner. The market performed better than Gartner had expected. In June,

Gartner had forecast second quarter PC shipments to decline 9.8 percent.

Preliminary data for India indicates that the PC

market is on its way to recovery. Although the market declined by six

percent over the corresponding period in 2008, the rate of decline was much

lower than Q1 2009, which was at -11.2 percent. Also, sequentially (QoQ),

the market grew by nearly five percent, signaling the worst is perhaps over.

What is more heartening to note is that notebooks grew by six percent YoY,

the first positive growth in two quarters.

Western India followed by the South, led PC consumption accounting for 37

percent and 23 percent of the market, respectively. Sales in the West grew by 12

percent over 2007-08, while in South it declined 22 percent. PC consumption in

the East increased by 18 percent accounting for 22 percent of the market, a

reflection of IT activities gaining ground in the region. The northern states

witnessed a decline of 34 percent in PC sales, they accounted for 18 percent of

the market.


Unlike the trends in the previous years, where sales in the second half of

the year have been significantly higher than those in the first-half, 2008-09

witnessed a rather subdued second-half as delineated below.

Salient findings The desktops market:

Organized vs unorganized segments: Multinational brands accounted for 51

percent of the total desktop market in 2008-09, registering a growth of eight

percent over the 45 percent share last year. The proportion of Indian brands

fell from 22 percent to 18 percent, registering a decline of 22 percent.

Assembled desktops and unbranded systems witnessed a degrowth of 10 percent in

absolute units accounting for 31 percent, down from 33, of total desktop sales

in 2008-09.

The establishments segment accounted for 66 percent of the desktop sales,

registering a growth of five percent on a YoY basis although consumption of

notebooks in the establishments declined 27 percent. Owing to conservative

attitude, establishments do not seem to have shifted preference in favor of

notebooks. The consumption in small, medium and large enterprises grew by three

percent, 17 percent and two percent, respectively.


Household consumption of desktops fell by 18 percent, accounting for 34

percent of the total desktop market, with sales crossing 1.78 million (17.8 lakh)

units. Within the households segment, SEC A and SEC B each accounted for 39

percent of the market although consumption in these declined by 26 percent and

19 percent, respectively. Sales to SEC C at 22 percent market share remained


Market segmentation by processor sales: Desktop consumption in 2008-09 was

dominated by P4 based units, which accounted for 59 percent of total sales,

however, the market was quick to adopt other next generation processors such as

Core-duo, Core2duo and Core2quad accounting for two percent, 22 percent and two

percent of the market, respectively. Other processors like the AMD, Cyrix etc

accounted for 10 percent of the market.

Market segmentation by town-class: Consumption of desktops in towns and

cities outside the top four metros has been progressively increasing over the

years. In 2008-09, these accounted for more than three-fourth of the total

desktops purchased. The top four metros accounted for 25 percent of the total

desktop market with a sales growth of five percent.


The notebooks market:

Notebook sales recorded a degrowth of 17 percent due to decline in

consumption in both the establishment and the households with sales declining 27

percent in the establishments and another three percent in the households. The

decline in consumption in the second-half of 2008-09 was more pronounced as

sales of notebooks fell 35 percent compared to the same period last year. Towns

and cities outside the top four metros contributed to nearly 80 percent of the

notebook sales.

The establishment segment accounted for 49 percent of the notebook

consumption, the small and large establishments recorded a decline of 53 and 47

percent, respectively in 2008-09 while consumption in medium enterprises grew 27

percent. The SMEs accounted for 38 percent of the total notebooks consumption in

the country.

The household segment, accounting for 51 percent of the overall notebook

sales in the country, registered a decline of three percent in the last fiscal.

The SEC A and SEC B households, together, contributed to over 90 percent of the

notebook sales in the household segment. Notebooks have also started to make

rapid inroads into the SEC C as well.


The server market:

Sales of servers declined two percent in FY 2008-09. Bengaluru, Pune and

Hyderabad, the key centers of IT/ITeS witnessed a decline of 78 percent in

consumption of servers. However, driven by the need for consolidation, server

consumption in large enterprises grew by 35 percent. Sales to small and medium

enterprises declined one percent and 29 percent, respectively.

The Internet entities: The number of active Internet entities increased to

8.6 million (86 lakh) subscriptions by March 2009, while the figure was 7.2

million (72 lakh) units in March 2008. With this, the number of Internet users

exceeds 60 million. Internet penetration by entities in the top 22 cities was 47

percent among businesses and 24 percent among households. The businesses segment

now accounts for 28 percent of the total active Internet entities and households

account for the remaining 72 percent.

DSL/cable remains the most commonly used means of Internet connectivity among

businesses: 45 percent of businesses were found to use DSL/cable, 31 percent

dial-up connections, seven percent leased-line, four percent used data cards,

one percent used VSAT while 11 percent ISDN services.