After Lenovo bought NEC's PC business and renamed it as NEC Lenovo, there are only four major Japan-based vendors that are still active in the PC industry: Fujitsu, Toshiba, Sony and Panasonic, which focuses mainly on the enterprise market. However, facing strong competition from non-Japan-based vendors, these players are gradually moving their focuses back to Japan, relying more in the domestic PC market.
The Japan-based vendors are also embracing new strategies in the face of a general decline of the PC industry.
For the Japan market in summer 2013, Japan-based vendors have significantly reduced their product lines and are focusing more on models with special features, such as ultrabooks with longer battery life and thin/light industrial design. Japan-based vendors have released a total of 75 PC models during the season, down 40% compared to the number during the summer of 2012.
For medium- to long-term changes, Fujitsu is mainly focusing on adjusting its production processes, while Toshiba is working to improve its business operation. Sony is reorganizing its product lines. All of them are aiming to reduce their production costs and focus on segments with growth potential.
Microsoft will halt its support for Windows XP and Office 2003 in April 2014 and Japan's consumption tax rate is also set to be raised to 8% in the same month. These changes are expected to trigger PC replacement demand among Japan's enterprises.
Fujitsu is the most aggressive about seizing such an opportunity and has recently announced to increase its production capacity and provide consultation and hardware upgrades to its clients.
However, after the PC replacement demand ends, Japan's PC market to enter an even longer period of stagnation.