Stefan Mileschin

In late-2011, ASUS set itself a target of shipping 25 million PC motherboards in the following year. Contributing to its optimism were three new platform launches - Intel Core "Ivy Bridge" (7-series chipset), AMD "Trinity" (socket FM2), and AMD Vishera; and Microsoft's Windows 8 operating system, prompting PC upgrades. Falling demand in US and Europe, and weaker-than-expected shipment growth in China forced ASUS to trim its 2012 target down from 25 million to 22.2 million. In 2011, the company shipped 23.2 million motherboards.

In the first three quarters, ASUS shipped 16.7 million motherboards, and expects to ship no more than 5.5 million; down 5% sequentially, and flat year-over-year. The company faced severe competition from Gigabyte, which shipped 14 million motherboards in the three quarters thus far, and expects to ship 4.5 million in Q4, totaling 18.5 million for the year. The third biggest motherboard vendor, ASRock, is astray from its 2012 goal of 9 million shipments, and is hoping for a more conservative 7 million units target for 2012.

http://www.techpowerup.com/174803/AS...nt-Target.html