Gross margins for ODMs focused on making notebook PCs have trended downward for the last four years. During the last two years alone, average margins for notebook PC ODMs have slumped from 8.15 percent in the first quarter of 2010 to 5.79 percent in the fourth quarter of 2011. The year-to-year change from 2010 to 2011 stood at a dismal 0.48 percentage points, indicating dwindling profitability in making notebook PCs, as shown in the figure attached.
“Notebook PCs now represent between 70 to 90 percent of ODMs' total revenue. However, margins for producing the mobile computers have come under increasing pressure,” said Thomas J. Dinges, CFA, senior principal analyst for EMS & ODM research at IHS. “ODMs are latching onto vertical integration as the most sensible way to reverse their declining margins in notebook PCs. Vertical integration not only will allow ODMs to keep costs down, but also will augment their capabilities, allowing them to improve their competitiveness in the fast-growing ultrabook segment.”
ODMs get on the case
In particular, ODMs during the past year have increased their equity investments for casing companies, dazzled by the strong business enjoyed by suppliers like Catcher Technology from China and Taiwan’s Foxconn Technology. These firms sell metal cases that serve as the frames of electronic devices. Both Catcher and Foxconn make casings for Apple Inc., laptops such as the MacBook Air, which served as the model for the Intel Corp.-led initiative for ultrabooks, the super-thin rival computer to the Mac, and to the media tablet. “The ODMs now are hoping to jump in on the action on ultrabooks—predicted to be the next big growth sector in computing—by securing the casings for anticipated future ultrabook orders,” Dinges said. “The ODMs know that both Catcher and Foxconn are already committed to Apple and are unable to provide any more outside support, which makes it crucial for the ODMs to line up future casing sources.”