New York – Citing a lack of marketing effort and competition from other devices, IHS iSuppli now anticipates 10.3 million Ultrabooks will ship this year, down from the 22 million originally forecast.
IHS analysts have also cut their Ultrabook shipment projection for 2013. The research firm now has 44 million shipping worldwide after an originally projected 61 million.
“So far, the PC industry has failed to create the kind of buzz and excitement among consumers that is required to propel Ultrabooks into the mainstream. This is especially a problem amid all the hype surrounding media tablets and smartphones,” said Craig Stice, senior principal analyst for computer platforms at IHS.
Intel did create a $300 million fund to market the Ultrabook, with the first commercials and marketing programs rolling out earlier this year.
Stice also cited the Ultrabooks’ high sticker prices for the deflated shipments. He said models need to be in the $600 to $700 price range with features like touchscreens for the category to take off.