Gartner Research

Changing Buyer Behavior Could Drive Profitable PC Sales Despite Rising Costs for Manufacturers

Published: 01 May 2017

ID: G00328486

Analyst(s): Meike Escherich, Andrew Neff

Summary

2017 will be a year of significant ASP increases in the PC space. Component shortages, currency fluctuations and changing buyer preferences all play a role. Technology product management leaders need to plan for a year of flat unit growth, but increased revenue.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Exchange rate fluctuations in 2016 pressured PC vendor margins, forcing technology product management leaders to increase prices in key regions in Western Europe, Russia, Brazil and Japan
  • Ongoing component shortages in 2017, especially for memory, will drive manufacturing costs even higher, requiring technology product management leaders to manage a portfolio shift to less price-sensitive configurations
  • Buyer behavior, especially in mature markets, is moving to focus on experience and functionality over price, indicating remaining opportunities for technology product management leaders looking for profit despite rising costs

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