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PC maker Dynabook saw A/NZ region revenue decline from A$50 million to A$34.4 million in the year to 31 March 2024 and is responding with new products and campaigns.
Despite sales heading south, however, the regional business remained in the black, reporting a profit of A$284,000, down from A$672,000 in 2023.
Sales in New Zealand fell from NZ$11.4 million to NZ$5.4 million year on year.
Angela Walker, general manager of Dynabook A/NZ, told Reseller News market conditions had been challenging, with spending freezes in key government accounts and economic uncertainties shaping the business landscape.
Market research bears that out: according to analyst firm IDC, the Australian PC market declined 9.8 per cent overall in 2023 with none of the top five manufacturers beating that southward trend.
The New Zealand market was hit even harder, experiencing a 10.7 per cent sales decline with HP the only top five provider to achieve growth, lifting shipments by 2.9 per cent.
Walker said Dynabook A/NZ, which is not one of the top five by shipments, viewed the market challenges as opportunities to innovate and adapt.
“We have a number of campaigns currently in play, marketing our products and exploring new avenues,” she said.
A key strategy was to focus on promoting “best-in-class” technology and recent product releases.
“These devices are all designed with AI capabilities at their core, with enhanced features, security and user experiences that the market is demanding and we believe that these products will generate significant interest for our current and future customers,” Walker said.
In late July, for instance, Dynabook launched a new 14-inch Portégé laptop, the X40-M, with Intel Core Ultra processors and advanced AI capabilities to maximise workplace productivity.
Dynabook, which is owned by Sharp Corporation, remained channel focused and had not seen any major changes in its channel landscape, Angela said. However, the company was actively pursuing new business opportunities and partnerships to expand its reach.
“Our channel commitment remains unwavering and we are excited about the future,” she added.