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Samsung

Samsung abandons cut-throat European laptop market

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By John Glenday, Reporter

September 24, 2014 | 1 min read

Samsung has given up its fight for market share in the European laptop market after announcing it is to cease selling Ativ Windows and Chromebook machines – although it will maintain a presence in international markets for now.

The retreat comes in the midst of a period of long-term decline in the market as consumers switch to tablets and smartphones.

A Samsung spokesperson said: “We quickly adapt to market needs and demands. In Europe, we will be discontinuing sales of laptops including Chromebooks for now. This is specific to the region – and is not necessarily reflective of conditions in other markets.

“We will continue to thoroughly evaluate market conditions and will make further adjustments to maintain our competitiveness in emerging PC categories.”

Samsung’s exit follows hot on the heels of Sony which recently announced it was pulling the plug on its Vaio PC range, axeing around 5,000 staff in the process.

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