Mainboard Makers to Fierce Price Wars@ 2004/05/26
At this point companies who command or tend to command the market of affordable solutions have decreased average selling pricing of their products to approximately $40. Mainboards from ASRock (a subsidiary of ASUSTeK) have ASP of below $40, ECS mainboards’ average cost is around $38, while Axper (a subsidiary of Gigabyte Technology) cost from $35 to $39.
According to a report from DigiTimes web-site some of Taiwan’s second-tier makers, including Biostar Microtech International and Jetway Information, plan to introduce new mainboards with ASPs (average selling prices) below $35 in June 2004.
The move may open the doors of unseen price competition between mainboard makers. While the reason for unprecedented price move seems to be the intention to grab a share of the market and increase shipments, it is not clear whether relatively small companies are able to compete with the world’s largest mainboard makers in terms of pricing for a long time.
Cost-effective products of ASRock, Axper and ECS utilize i845-series chipsets from Intel as well as some core-logic products from Taiwanese chipset designers. Forthcoming inexpensive offerings from Biostar and Jetway will utilize cheaper chipsets from Taiwanese developers in the majority of cases.