Sapphire isn't really a household name in the motherboard market but the company hopes to gradually change this. DigiTimes heard from its sources in the supply chain that Sapphire started pushing its motherboard shipments in China, aiming to capture marketshare from second-tier vendors like ASRock and MSI.
Currently, the shipment gap between first-tier motherboard vendors, Asustek Computer and Gigabyte Technology, and second-tier vendors has already widened to over 12 million units. In addition to the pressure from first-tier vendors, second-tier vendors such as ASRock, MSI, Elitegroup Computer Systems (ECS) are also facing fierce challenges from Sapphire.
Sapphire is currently the second-largest graphics card vendor in China and with its bundling marketing strategy, the sources believe the vendor's shipments may surpass those of Biostar and ASRock and even stand on an equal footing against MSI in 2014.