Mitsubishi returns to the notebook market

Mitsubishi Electric PC Division, formerly known as Apricot, will re-enter the overcrowded notebook sector this autumn after exiting the market three years ago.

The manufacturer pulled out of the notebook market after it attempted to re-brand Samsung machines, but failed to achieve much success.

Peter Horne, chief executive of the PC division, dismissed criticism that the manufacturer would find it difficult to re-enter the market, claiming that the technology from Mitsubishi would enable the manufacturer to differentiate itself from competitors.

But Mitsubishi will avoid the cutthroat price war of the low-end market and pitch its notebooks at the high end. Horne admitted that the high-end notebooks were set to make their debut in the autumn but refused to give more shipping details.

He said: ?Our goal is to be in the top 10 of PC manufacturers worldwide. It?s a very competitive market but our R&D is good.?

The manufacturer will produce ultra-slim notebooks using technology created by its R&D. Horne added that Mitsubishi will move into the US market next year and plans to attack Asian markets, where it does not have a presence.

A Mitsubishi server was introduced at Cebit. The sub-#1,000 server will include a hard drive, unlike Compaq?s machine, Mitsubishi said.