ASRock Wants to Sell Over 8 Million Motherboards in 2013

Taiwanese motherboard maker ASRock, the third largest worldwide in 2012 following Asus and Gigabyte, is reportedly pushing to sell more than 8 million motherboards in 2013, up from 7.7 million units last year.

Currently, the company's motherboard business accounts for 90-percent of its revenue while its HTPC business only accounts for 5-percent. The remaining 5-percent stems from its embedded product business. ASRock has also "aggressively" entered the industrial PC (IPC) sector, according to COO Hsu Lung-luen, although the company hasn't seen any immediate profit.

Hsu recently told DigiTimes that ASRock suffered drops in both profit and gross margin in 2012 due to competitive pricing. However to make up for the lack of sales, the company will focus on expanding into the Chinese market in 2013 to gain support from local vendors. Shipments within China are expected to reach 30-percent, up from 20-percent in 2012.

Hsu also noted Intel's departure from the branded motherboard sector, saying that this move should help ASRock meet its 8 million plus shipment goal in 2013. The first quarter should see a 5- to 10-percent growth, but a 10-percent drop is expected in the second. Meanwhile, the company's EPS is expected to grow from NT$8-9 ($0.27-0.3 USD) in 2012 to above NT$9 in 2013 thanks to the launch of Intel's Haswell platform later on this year.

As for entering the tablet market, Hsu said ASRock has no plans to enter because the sector has "already turned unbearable" for companies with no advantages. He also made a comment about the whole LGA / BGA packaging ordeal surrounding Intel, saying that mobile products need to be thinner, thus requiring the BGA packaging. The desktop market probably won't be affected until the end of 2015, he said.

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  • neon neophyte
    love them asrock boards. some of the best overclocking intel boards on the market
  • TheBigTroll
    yet they still use the old analog power delivery systems for their extreme4. go take a look on the list
  • Phenis
    I've had good experiences with every ASRock board that I've purchased in the last two years (Four). They offer solid motherboards with competitive pricing, and that's all I need.

    I wish them luck.
  • GabZDK
    Just continue doing them as your doing them right now, best thing Asrock's got for themselves are their prices, always so damn competitive.
    The only thing i dont like are the brown PCB, but that itself is a tiny complaint, cause when PC is built the mobo ain't seen right?? But wait, what about cases with a window??

    Asrock, just continue like that, you are in a great footing
  • xpeh
    Why's everyone being thumbed down? They're just stating their experience.

    I bought an H61M-DGS a few days ago. Had a defective RAM slot (I assume). Good thing I had a spare 4Gb stick lying around.

    Much better than the previous 2005 technology that I had in my PC.
  • neon neophyte
    seems they did go to analog in z77. my z68 extreme 4 is digital though, and it overclocks like a beast.

    i am actually going to vote you up, i found your comment informative.

    i also found this video informative.
  • sykozis
    TheBigTrollyet they still use the old analog power delivery systems for their extreme4. go take a look on the list long as it meets Intel's specifications, what does it matter whether it's digital or analog?
  • TheBigTroll
    10432657 said:
    As long as it meets Intel's specifications, what does it matter whether it's digital or analog?

    would you buy a board that has lower quality components over another board with better components?
  • darkavenger123
    ASROCK mobos always seems to have the most features compared to similar brand's range and at cheaper cost.

    But too bad from where i came from, it's hard to find them in shops. They need to beef up their distribution channels.
  • mapesdhs
    I've been very impressed with their boards over the years aswell. Their P55 Deluxe was a really
    excellent board (I bought several), allowing for superb overclocks even on i3 Clarkdale (my 550
    runs @ 4.7 with ease), and a good price (75 UKP). Indeed, I found it to be superior in many ways
    to early P67 boards in terms of PCIe functionality.

    Asrock has a good reputation for including a wide range of features at decent pricing, often with
    useful support for legacy devices (eg. IDE port, floppy).

    Have to say though, my recent experiences with ASUS P67/X79 boards has given me new found
    respect for the ease with which ASUS has made it possible to oc 1155/2011 CPUs.

    Oh, in case there are those who didn't know, Asrock used to be part of ASUS, but that ceased to
    be case quite some time ago.