Toshiba aims for Middle East

25 July 2011

DUBAI: Toshiba is planning a range of new product launches in the Middle East, where sales of tablets and devices such as 3D-enabled laptops are expected to rise rapidly.

The Japanese electronics firm aims to leverage the trend towards 3D and tablet computing among affluent consumers in the Gulf, the National reports. Toshiba currently generates roughly half its regional sales in Saudi Arabia.

Speaking to the newspaper, Santosh Varghese, Toshiba's general manager for the MENA region, commented: "I would see the market growing year on year at 15%. Toshiba aims to grow ahead of the market, and we would target about a 20% year-on-year growth."

He added: "This year, it's going to be the 3D technology and the tablets that are going to fuel mobile computing." 

Towards the end of next month, Toshiba will launch its first tablet computer, provisionally called Regza, in the Middle East. This will be followed in September by the Qosimo laptop, which will feature a 3D display.

Regza, to be powered by Google's Android operating system, will be available in "the top five markets: the UAE, Saudi Arabia, Kuwait, Qatar and Oman," Varghese said.  "Then we'll take it to the Levant and Egypt."

The company hopes its new tablet will take at least a 15% share of the Middle Eastern market.

Toshiba expects the tablet market in the Middle East to equate to between "8-10% of the total (mobile) computing market, at least for the next six months," Varghese added.

Data sourced from The National; additional content by Warc staff