Samsung came out this week and proclaimed a very aggressive growth target for it's laptop sales - 80% year on year. While this might initially point out Samsung's strategy for further diversifying up the technological supply chain, it is serious cause for concern for many of it's biggest customers...which in this case are also competitors. Samsung already has more than 40% market share in the DRAM market which means major laptop makers (Dell, HP, Sony, Lenovo, and Apple) are essentially forced to buy DRAM from Samsung. Now Samsung is making loud ovations that it intends to prize laptop market share from it's competitors...which and customers.
There has long been a discussion as to how much DRAM market share is too much for Samsung (who competes directly with key DRAM customers in areas beyond laptops including smartphones and tablets). This week's announcement highlights the point that there is also a point where Samsung's laptop share will become too much for some of its customers to stomach. For now, however, the DRAM industry outside of Samsung is stuck with lagging technology and diminutive production capacity. Until that dynamic changes it looks like Samsung will have it's cake and eat it too.
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