India’s climb on the growth chart is followed by it’s successful tech-story. Technology, as they say, remains evolving. At no point of time, one can rest assured that s/he has the best of it. Innovation lies at the core of it. Computers: earlier desktop PCs, then came laptops redefined to be known as notebooks and now — netbooks. After a series of launches in the segment by different comapnies, as reported on Indiaretailing, the lucrative netbooks market promises to prove its monarchy as mobile phones did in India. As computer makers continue to refine and unveil their cheap netbook series with new features including touch-screens and GPS navigation, planned intelligent marketing strategies for netbooks is sure to take over the domestic desktop PCs market.
Netbook, a light-weight, energy-efficient, highly portable laptop, is prominently targeted at users accessing web-based applications, known as Cloud computing, that do not require intensive resources available on the client computer.
Brand offerings
Revolutionary, ultra-portable netbooks have been unveiled by leading global brands in India to meet the needs of users who desire unique mobility.
To start with, BenQ, a leading player in digital network devices recently launched BenQ Netbook, Joybook Lite in India. As a substitute for laptops, they display the first of its kind 10.1 inches, 16:9 wide light-emitting-diode (LED) backlight screen which offers a feature ratio to view multimedia content without distortion. Weighing 1.1 kg, it possesses 160GB storage capacity and a battery lifespan up to 7.2 hours. Priced at Rs 28,000 BenQ Joybook Lite U101 also features built-in speakers and a 1.3 mega pixel webcam and aims to provide mobility solution for users including traveling salesmen, housewives, teenagers and consumers who require a stylish internet-surfing device.
Another major player Samsung Electronics also entered the netbook segment and launched its N series—Samsung’s NC10. With 10.2 inch wide LED display, Intel’s ATOM N270 Processor, 160 GB hard drive and weighing 1.33 kg, it comes with a 3-in-1 multi memory slot, bluetooth 2.0+EDR and a built in 1.3 mega pixel webcam. The product has a 93 per cent full size keyboard and its standard 5200 mAH high capacity 6 cell lithium battery, providing up to eight hours of use. The NC10 is priced at Rs 28,477.
So huge is the potential of the market that Memory Modules manufacturer Simmtronics ventured into the segment and launched the company’s first netbook, which is based on Intel Atom mobile CPU and will be available in the Indian market this year. Designed specifically for mobile computing needs, it provides Intel Atom processor in a compact body with a 10.2-inch screen. At 1.6 GHz core speed with 533 MHz AGTL+ front-side bus (FSB) and 2.5 watts thermal design power2 (TDP) it has Intel SpeedStep Technology which reduces average system power consumption. Priced at Rs 21,999, Simmtronics Netbook is available in three colors -red, black and white.
Besides, there are several other brands including Sony, Lenovo, HP, ASUS and others which have unveiled a series of netbooks worldwide and plan to launch in India. But they are waiting for the consumer’s response in the Indian market before taking the final step.
Domestic awareness
The netbook has always been the dream of any computer geek who did not have USD2000-3000 to spend on an ultra-portable laptop. Today, the market has almost settled and analysts have started to believe that the netbook represents the future of computers. Most of the time, these little devices cost almost half the price of a standard laptop.
Even when the world is struck with economic woes, the computer makers believe that netbooks could be recession-proof as they are low-price and this trend could continue to dominate the current downturn. Cashing in on this sentiment, various companies are unveiling their netbook series with tactful marketing strategies.
Following the approach, Vinit Shangle, national sales manager, Simmtronics Semiconductors, said, “We have kept our distribution and marketing plans discreet owing to the ongoing economic recession. In the current scenario, we do not wish to invest in branding and marketing promotions. However, when the market gets right, we will launch full-fledged range of netbooks, in partnership with Intel.”
While the netbook market is still in its nascent phase, there remains a huge market opportunity following its higher performing solutions. “Introduction of Netbooks in India is for the new-age customers who have a desire to stay connected at all times. This is where the opportunity lies for BenQ in the Indian market. The launch of Netbooks in India, will not only complement brand value proposition and commitment to the Indian consumers, but will also leverage strength,” feels Adrian Chang, president, BenQ Asia Pacific Corporation.
Rising ahead
Sumanto Mukherjee, lead PC analyst in technology-research firm IDC says, “According to 2008 figures, netbook PC shipments grew from 1,500 units in Q1 to above 2,000 in Q3.” Though it may be too early to conclude that this is a sign of market consolidation, IDC believes it is a visible indicator of faster movement of netbooks. However, there are very few players for this category in the Indian market and the netbook lacks several features and many potential buyers still questioned if the trade-offs are worth it.
As a response, computer manufacturers have sensed this and are working towards making netbooks a bigger craze, a must-have among the target audience. Along with the big companies, there are also other smaller manufacturers who are trying to grow their portfolio and market presence by releasing netbooks.
“The global market for netbooks is growing at an exponential rate in India and we are expecting the market to double in 2009 from around 8 million units to around 15 million units in 2009,” concluded Ranjit Singh Yadav, director, Samsung IT Business.
