Toshiba stalls launch in home PC market

Toshiba’s plans to launch into the UK consumer personal computer market have been put on hold, according to sources in the company.

Toshiba is believed to have decided that margins for both the retailers and manufacturers in the UK market are very tight, making things difficult for a new entrant.

The company has already launched the consumer PC, called Infinia, in the US market. It plans its first launch of the business machine, called Equim, in the US on March 10. It had hoped to launch both machines globally.

Since similar conditions apply across Europe, it is understood that Toshiba’s European operations will be left to make their own decisions on whether to take both the business and consumer machines, but it is likely they will just take the business computers.

One company source says: “It will be difficult to make money in this market. The feeling is we will not go with the consumer machines this year. And that will mean a low-key launch for the desktop in the UK.”

A company spokesman says: “Our plans are still being finalised and nothing has been set yet.”

Toshiba has a 42 per cent share by volume of the world portable computer market, according to Dataquest.

The move into the larger desktop market aims to make Toshiba a bigger player in the IT industry. As one company executive says: “The rule of thumb for this industry is to get big or get out.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here