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Panasonic cements position as Europe’s leading rugged mobile computing manufacturer


Expands market-leading share of rugged notebook market

Year-on-year growth of 176% in rugged handheld market


Panasonic has cemented its position as Europe’s leading rugged mobile computing manufacturer in the latest market analysis from VDC Research. With its Panasonic Toughbook range, the company extended its market-leading share of the European rugged notebook market with a 67% revenue share of sales in 2016. The Panasonic Toughpad tablet range continued to lead the rugged tablet market with a 56% revenue share of sales and the company’s expansion into the rugged handheld market accelerated with year-on-year growth of 176%.

“Despite a decline in the wider business notebook market, the rugged notebook market has remained buoyant as devices continue to be an important tool for many mobile workers with the need for data entry using a keyboard,” said Kevin Jones, Managing Director Panasonic Computer Products Solutions Europe. “Our focus on updating and refreshing our most successful rugged notebook models, combined with bringing to market new 2-in-1 detachable rugged devices has allowed us to expand our market share even further.”

New to market and refreshing
In the past 12 months, Panasonic has refreshed its market-leading, semi rugged Toughbook CF-54 notebook to boost performance whilst reducing power consumption. It has also introduced two new 2-in-1 detachable devices designed to provide mobile workers with the best of both worlds – a tablet and a notebook in a single device. Panasonic’s latest rugged 2-in-1 detachables reflect European business demand for hybrid mobile devices with display sizes of 12-13.3 inches, according to the latest findings from analyst group IDC Europe.

Fully rugged 2-in-1
The Toughbook CF-33 is a fully rugged 2-in-1 detachable, with a 12.0” display, hot swappable twin batteries, detachable keyboard, and highly configurable capabilities delivering unrivalled flexibility and performance for mobile business computing. Target industries for the device include field service workers, maintenance and service technicians in utilities and telecommunications, as well as government agencies, defence, the police and other emergency services.

Semi rugged 2-in-1
Panasonic’s first semi-rugged 2-in-1 detachable notebook is designed to offer both tablet and notebook functionality in a light but durable business device. The 2-in-1 Panasonic Toughpad FZ-Q2 notebook has a large 12.5” display for easy viewing and a wide range of business ports for use with modern and legacy business systems. Alongside its flexible design as a standalone tablet or connected to its own keyboard, the device is suited to the needs of many mobile workers. These include production line managers, fitters and mechanics in manufacturing, field service engineers and telecommunications technicians and customer facing sales staff in retail.

Leading rugged tablet provider
In the rugged tablet market, Panasonic continued to lead with the 56% revenue share of sales, almost 8 times that of its nearest competitor. As well as refreshing its rugged range of leading Windows and Android, 7 inch and 10 inch display tablets, Panasonic also launched its Automotive Mobile Test Solution (AMTS) – a rugged mobile device, designed in co-operation with one of the world’s leading automotive manufacturers, for in-line testing.

Focus on handheld growth
Panasonic’s focus on the European rugged handheld market is also paying dividends. With almost a third of its product range now dedicated to this market, Panasonic has seen year-on-year growth of 176% in this sector as devices such as the Panasonic Toughpad FZ-F1 & FZ-N1 handheld tablets with their unique angled rear barcode reader to protect against repetitive strain and enhance user productivity begin to establish a reputation in industries such as transportation and logistics, retail and manufacturing.

“With over 67% market share in the rugged notebook and over 56% market share in the rugged tablet market in EMEA in 2016, Panasonic continues to set the standard against which its competitors are measured,” said David Krebs, EVP Enterprise Mobility and AIDC of VDC Research. “Moreover, with the introduction of the world’s first two in one fully rugged notebook Panasonic and an expanded portfolio of rugged handheld devices Panasonic is delivering some of the most innovative products in the rugged mobile computing market.”


About Panasonic System Communications Company Europe (PSCEU)
PSCEU is the European branch of Panasonic Systems Communications Company, the global B2B division of Panasonic. PSCEU’s goal is to improve the working lives of business professionals and help their organisations’ efficiency and performance. We help organisations capture, compute and communicate all sorts of information: image, voice, and textual data. Products include PBX telephone switches, document printers, professional cameras, projectors, large visual displays, rugged mobile PCs and fire alarms solutions.  With around 400 staff, engineering design expertise, global project management capability and a large European partner network, PSCEU offers unrivalled capability in its markets. 
PSCEU is made up of four product categories:
  • Communication Solutions, including professional scanners, multifunctional printers, telephony systems and SIP terminal devices.
  • Visual System Solutions, including projectors and professional displays. Panasonic offers the widest range of Visual products, and leads the European projector market with 28% revenue share. (Futuresource B2B market tracking, Q1/2014)
  • Professional Camera Solutions, including Broadcast & ProAV products, security, fire alarm systems and industrial medical vision (IMV) technology. Panasonic is one of the top two professional camera vendors in Europe. 
  • Computer Product Solutions helps mobile workers improve productivity with its range of Toughbook rugged notebooks, Toughpad business tablets and electronic point of sales (EPOS) systems. As European market leaders, Panasonic Toughbook had a 67% revenue share of sales of rugged and durable notebooks and Panasonic Toughpad held a 56% revenue share of sales of rugged business tablets in 2016 (VDC Research, March 2017).
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  • All working conditions, times and figures quoted are optimum or ideal levels and may differ as a result of individual and local circumstances.
  • Specifications, product availability and price given herein may be changed at any time without prior notice.