ASUS has poached Samsung UK's notebook boss Phil Brown to join the operation as sales director from May with the aim of turning around flagging netbook volumes.
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He spent three years as general manager for portables at Samsung and has presided over the firm's meteoric rise in the UK mobile PC space, prior to that he was notebook business manager at Computer 2000.
"I can confirm the Phil Brown has left the company and we wish him all the best for the future," said a Samsung spokeswoman, who refused to comment further.
Brown told staff in the middle of last week that he was departing for ASUS and commenced three months gardening leave, but it looks as though he will have his work cut out for him at his new employer.
In 2009 ASUS UK shipments declined 45% and as a result its market share halved in the year to 2% but in contrast Samsung grew sales 157% to take a 5% market share that put it in sixth place.
"ASUS has not been able to repeat netbook volumes it achieved in 2008," said Gartner principal analyst Ranjit Atwal, "all the major vendors have come into the market and taken share from them."
Brown was unavailable to comment at the time of going to press and ASUS refused to comment.