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Toshiba Targets European Tablet Market Share of As Much As 20%

Samsung, Toshiba ‘Me-Too’ Tablets Seek Price Edge to Fight I
Toshiba Corp.'s Folio 100 tablet computer. Toshiba said at the consumer electronics fair IFA that the recommended price for its Folio 100 tablet in Europe is 399 euros ($511), undercutting the iPad, which goes for about 499 euros in the region. Photographer: Michele Tantussi/Bloomberg

Sept. 2 (Bloomberg) -- Toshiba Corp., the world’s second-biggest maker of flash memory, said its tablet computer Folio 100 will be on sale in European stores from the end of October and could reach a regional market share of as much as 20 percent next year.

The tablet has a 10.1 inch screen and the first version will connect to the internet via Wi-Fi networks, Gianluca Dianese, head of marketing for the Digital Products and Services division in Europe, Africa and the Middle East, said in an interview at the IFA consumer electronics fair in Berlin today.

“It’s reasonable to expect a 15 percent to 20 percent market share by the end of 2011 in Europe,” Dianese said.

The success of Apple Inc.’s iPad tablet is prompting rivals to offer their own tablet computers. Research In Motion Ltd. is planning to introduce in November a tablet with a 9.7-inch screen and Wi-Fi capability, according to two people familiar with the company’s plans. Verizon Wireless and Google Inc. have discussed a tablet that would run on Android software, and Dell Inc. released its $299.99 Streak 5-inch tablet last month.

Toshiba’s Dianese said the company recommends a European sales price of around 399 euros ($511) for the basic Folio 100 version with Wi-Fi, Bluetooth and 16-gigabyte storage capacity.

“In each and every market it’s different,’ Dianese said. “It depends on if there’s competition, if the competition is strong and if there are taxes and potential import duty. ”

In Germany, the recommended sales price will be 429 euros for the Wi-Fi version and 529 euros for the 3G version that will come to market later this year or early next year, according to Tanyo Quijano-Burchardt, spokeswoman for Toshiba in German-speaking countries.

To contact the reporter on this story: Ragnhild Kjetland in Frankfurt at rkjetland@bloomberg.net

To contact the editor responsible for this story: Vidya Root at vroot@bloomberg.net

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