Market Insight

Toshiba builds on Windows 10 launch with a wave of new machines

July 29, 2015  | Subscribers Only

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In synch with the Windows 10 launch, Toshiba is revamping its notebook lineup with a number of new models. Launching in Q3 2015, new products include four new series of clamshell notebooks and two new convertibles.

On the notebook side, Toshiba introduced the C, L, S and P notebook series targeted at different levels of consumers.

  • The entry range C Series starts from $394.99. It is available in five different versions varying in processor, size and resolution.
  • The mid-range L Series is designed for entertainment. Starting from $529.99, the L Series is available in 15.6-inch and 17.3-inch.
  • On the higher-range, the S Series is designed for speed. Priced at $719.99 onwards, the S Series supports up to 16GB of RAM and runs on a 5th generation Intel processor.
  • Top of the line is the Premium-range P Series, a performance oriented notebook that includes a GeForce GTX950M or Radeon R9 M265X graphic processors. Pricing is yet to be announced.

The convertibles, the Satellite Fusion and Satellite Radius are designed with a 360 degree hinge that can position the two convertibles in five different modes. First is the common laptop position, second is the tablet position, third is audience or backflip presentation, fourth the tent position and fifth the tabletop mode.

The notebooks will be available for sale beginning with the C and L Series in June, the S Series in July and the P Series in August. The Satellite Fusion is targeted for June release while the Satellite Radius will be available in July.

All the new tablets and notebooks come pre-installed with Windows 8.1, with a free upgrade to Windows 10 when Microsoft launches the new operating system on July 29th. In recent years, the notebook market has peaked in the fourth quarter in conjunction with the year-end festive season. Sales in the first three quarters often remain sluggish. This year, Toshiba strategized to build on the anticipation of the Windows 10 release in an attempt to boost notebook demand in the third quarter.

Global Windows tablet shipments in 2014 exceeded 13 million units. Shipments are expected to grow by 33.5% exceeding 18 million units in 2015. Capitalizing on the trend, Toshiba strengthened its position in the Windows tablet market with the launch of two new convertible models. Toshiba is also experimenting with a “Buy and Try Satisfaction Guarantee,” which provides a money back guarantee if the product does not perform to expectations. This offer is currently limited to the Portégé Z20t but could be expanded if it proves to drive additional sales activity.

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