Canadian White Box Market

Introduction
In order to gain an advantage in the Canadian PC Market you need to understand more than just the dynamics among the large multinational manufacturers.

Over time, driven by the strong demand for low-cost PCs, there has been a shift towards fewer large companies and literally hundreds of smaller "Made in Canada" assemblers. Using its expertise in the Canadian PC market, PRC was able to support its suspicion that the industry was underestimating the size and importance of the "Made in Canada" PC market by an order of magnitude.

In 1998, PRC developed a research vehicle designed to more accurately reflect the volume of PCs being made in Canada. The research used the simple assumption that in order for companies to make PCs in Canada, motherboards had to be procured. The study found that there were at least 1,000,000 "Made in Canada" PCs being produced on an annual basis. Previous estimates by research firms had pegged the "Made in Canada" market at just 500,000 to 600,000 units!

Today, more than ever, there is a distinct need to understand the dynamics of the "Made in Canada" PC market. With a projected 3% overall growth rate, it will be the intensifying competition between the top tier players and the maturing "Made in Canada" players which will determine market placement in the foreseeable future. An accurate assessment of this market is critical to all players.

Scope of Research

Starting with a 2002 Q3 Primer, PRC will begin offering a "Made in Canada" PC Market segment report with quarterly updates. Outlines for the primer and the premier report are provided below.

2002 Q3 Primer

In December 2002, PRC will release its preliminary findings in a "Made in Canada" PC Market Primer. In a 4 - 6 page Executive Summary, this document will:

• Provide an overview of the total number of PC shipped in Canada
• Identify top distributors of the motherboards shipped in Canada
• Provide an estimate of the number of PCs "Made in Canada"
• Summarize "Made in Canada" market trends

2002 Q4 Premier Report

In first quarter of 2003, PRC will officially launch its first "Made in Canada" PC Market segment report. The premier report will contain:

• 10 to 12 page Executive Summary
• An overview of the total number of PC shipped in Canada including:
• Market share by top vendors (including multi-nationals)
• Top tier versus "Made in Canada" market trends

• A detailed estimate of the number of "Made in Canada" PCs, including:

• Total number of PCs shipped
• Market share by distributor
• Market share by motherboard manufacturers
• Profiles of the "Made in Canada" PC market players 

Deliverable and Cost

Report structure will follow that of all PRC’s current Segment Update Program with 4 quarterly reports and an annual. Two hardcopies of the report will be delivered to subscribing vendors. As well, a PDF version will be posted to the client access page on PRC’s web site.