Toshiba updates its TE range

Toshiba has added another weapon to its TE series arsenal in the battle against Dell, launching a successor to the TE 2000 notebook, the TE2100.

The new TE 2100 replaces Intel's Pentium III chips with Pentium 4 mobile technology and continues the stealth strategy of the TE 2000.

That strategy was conceived as a challenge to Dell's competitive pricing, and it worked, according to the vendor. The TE2000 was such a strong seller that resellers found it difficult to get their hands on the popular notebooks.

Toshiba's national marketing manager, Mark Whittard dubbed the strategy "stealth marketing". He said the TE series was launched earlier this year as a corporate-only product but it proved so popular the wider channel also demanded access to the product.

With virtually no advertising or marketing, the TE 2000 became Toshiba's biggest seller, accounting for almost 50 per cent of Toshiba's unit sales.

"Rather than promote the product, we decided to keep it very quiet so that our competitors didn't know about the price point," Whittard said. "We took a very aggressive price stance up front rather than stepping the prices down each month in line with Intel changes.

"So early in its life cycle the price looked very aggressive. Resellers could either compete with Dell, or they could make the extra margin and the channel really got behind that. We exceeded our sales forecast."

True to the stealth strategy of the original TE series, Toshiba is playing the price card of the new 2100s close to its chest, but channel partners can call Toshiba's call centre to find out about pricing and supply.

"Since the transition to the TE 2100 we have got ample stock," Whittard said.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments


James Cook University - Master of Data Science Online Course

Learn more >


Sansai 6-Outlet Power Board + 4-Port USB Charging Station

Learn more >

Victorinox Werks Professional Executive 17 Laptop Case

Learn more >



Back To Business Guide

Click for more ›

Brand Post

Bitdefender 2018

Roam freely in the digital world. Critically acclaimed performance and security at your fingertips.

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?