Averatec Looks To Color A New Notebook World

The Santa Ana, Calif.-based system builder launched new 10.6-inch notebooks in its 1000 Series and 13.3-inch notebooks in its 4200 Series, with list prices of $1,199 and $1,249, respectively.

The systems are based on Intel's Centrino mobile platform and have custom-colored shells ranging from green to white to pink. Within the next month, Averatec will offer the new systems based on Advanced Micro Devices processors, said a company spokesperson.

Melanie Hidalgo, Averatec's marketing manager, said the company believes building systems that look different than corporate PCs could expand the market to where the systems are used for both commercial and personal use.

"We're bringing customization to the next step," she said. "You're not just carrying your company's notebook. You're carrying your notebook. Color is just another service we offer."

The three-year-old notebook manufacturer shipped 320,000 systems in 2004 and is looking to double that in 2005, Hidalgo said. While Averatec currently ships its systems through both consumer retail and commercial channels via distributors including Ingram Micro and Tech Data, about 80 percent ship into the consumer retail space. But by 2006, Hidalgo said, the company hopes that will be closer to a 60-40 consumer-to-commercial split.

Hidalgo said crossover markets, such as the emerging, student-focused education market, represent areas with the most potential growth opportunity, such as intermediate schools that include notebooks with a student's curriculum. "The student channel is a huge market," Hidalgo said. "It's another identity for them."

Averatec is backed by Trigem, a Seoul, South Korea-based computer company and contract manufacturer, and turned in almost $400 million in sales during 2004—a number it is looking to significantly best this year as it works to grow its notebook shipments.