Trendwatch: Netbooks

What are Netbooks?
Netbooks are mini-notebook computers, introduced in late 2007, designed to be small, super-portable and cheap. They are intentionally scaled down for use almost exclusively with web-based applications, and therefore require less processing power and don’t need certain hardware features found on traditional laptops such as optical drives or ethernet ports.

Consumers’ adoption rate of netbooks has been astonishing. A recent CNN money article sited these numbers:

“IDC reported Friday that worldwide shipments of these sub-compact portable computers grew seven-fold year-over-year in the first quarter of 2009, according to Computerworld’s Agam Shah. By the end of the year, IDC estimates, netbook shipments could reach 22 million.”

Why is this a trend?
Many people only need to access email and work on the Internet through a browser while on-the-go. Because these tasks require much less processing power and hardware features than those offered by expensive laptops, the smaller size and low cost has been a big hit with mobile computer users.

Another key factor that makes netbooks a viable solution for so many people is the major advancements in web technology over the past few years. Only recently have web-based applications become a realistic alternative to heavy, processor-intensive programs that sit on your computer. Google Docs is one such example. This web service provides most of the functionality of leading office software with added advantages that only the web can offer such as the fact that all documents are stored on a secure server, or “cloud” as it is often referred to, for different users of your choosing to access and collaborate - and it’s free. There are a multitude of web-based applications available for every purpose imaginable.

Who are the players?
Just about everyone has hopped on the netbook bandwagon. According to one online article, the top three best selling netbooks as of August 2009 are as follows:

• Asus Eee Pc 1005HA-PU1X Netbook
• Acer Aspire One AOD150 Netbook
• Toshiba Mini Netbook

Some others include:

• HP 2133 Mini-Note PC
• MSI Wind
• Dell Inspiron Mini 9
• Zelybron Micro Nina
• Lenovo IdeaPad S10
• Samsung NC20

The one major manufacturer that has ardently abstained from producing netbooks is Apple because they feel it’s off -strategy to play in a low-cost, low-performance computing market. However there are rumors that Apple will soon be releasing a tablet-style compact computer that may be thought of as a somewhat larger iPod Touch, but still much smaller and more portable than a typical laptop. Apple hasn’t officially confirmed these rumors, so we’ll have to wait and see.

How are netbooks impacting mobile computing?
Netbooks are expanding the mobile computing category exponentially. Where before, people weren’t satisfied trying to access the Internet via their phone and bringing their laptop with them everywhere, it was just fussy and too much trouble. Netbooks seem to be the happy medium that people have been wanting. The netbook adoption trend is expected to continue at impressive rates across the globe for the foreseeable future and it’s not hard to imagine this type of device in the hands of a majority of the world’s population in a relatively short amount of time.

What opportunities does the proliferation of netbook usage present to marketers?
Connecting with people on-the-go can expand your reach by quite a bit. But more important than increased exposure, is the opportunity to connect with your customers in new and relevant ways. This is where web-services and cloud computing can really help you extend your brand to your audience in new, interesting ways, and help deepen your relationship with your customers. We have started to witness the positive effects of iPhone apps. The best executions have been where brands offer a valuable service, that is relevant to their category, so they can stay top of mind with their customers. The Bosch Level app is a good example. I love Oakley’s surf report app. There are too many to count. And that’s just the iPhone. With a real, functional mobile computing device in the hands of most users in the near future, especially if Apple’s new tablet becomes a reality and has the impact that the iPhone has had, the opportunities to offer unique, compelling web-based services as a way to extend your brand will be endless.