Tech Innovation => Visual Revolution

According to the international reports worldwide on PC shipment, PC shipments are around 15mn units in the first quarter of 2014. The overall Indian PC shipments for Q1 2014 stood at 1.2 mn units, representing a year-on-year drop of around 13% over Q1 2013. Although commercial PC segment stood strong indicating a hike from the last year, enterprise opportunities, Government policies and positive approach of the vendors are helping this growth even in the strong global downturns.

Planting seeds within

With innovation in technology monitors have traveled a long journey and now it has completely transformed its shape and features. There is much potential in the Indian market, especially in tier2, tier-3 and rural areas where the computers are yet to penetrate in each n every household. When we talk of innovations, anything that one can think of, is possibly an innovation in the display space. Michael Dell has reiterated that the PC business will always be at the core of Dell’s strategy. While key domestic players in the market have backed out, Dell has taken this opportunity to put expansion on the fast track by putting into place an aggressive market strategy. “We believe that the PC opportunity for India will be driven from the non-metros–the next 15-40 cities and thus are looking to address the next million PC users in India by targeting Tier 3 to Tier 5 towns, looking beyond the metros. In addition, over the last few quarters – we have engaged in extensive retail and distribution growth, expanding our retail presence to 250+ Dell Exclusive Stores, housing all our consumer products,” says Nikunj Murukutla Director Sales, Software and Peripherals, Dell.

Dell is now present in 125 cities. The sustained growth and leadership that the tech giant has achieved has been made possible with support from its partner and distributor networks. In a bid to empower them, Dell has augmented its partner engagement through activities like the Dell Retail Partner Summit held in Goa earlier this year, and the HallaBol retail partner outreach program which will be active through the festive season. At the onset of the festive season, Dell has geared up its sales, marketing and channel teams across the country, in a bid to maintain its growth in the PC market.

In awaitment

Higher resolutions, full HD wider screens, multi-functional solutions and integration with other computing peripherals such as speakers, webcams are revolutionizing this segment like never before. We expect this trend to continue. AOC’s superior IPS Panel Technology, Dell’s UltraSharp 24-inch and 32-inch monitors, touch based and Android OS based monitors of Acer are some of the recent innovations in the monitor market. AOC has been upgrading display technologies at par with the industry and so, has been able to meet up with the growing demands of 3D monitors and monitors with single/multi touch capabilities. “We shall soon be coming up with Anti-Blue Light (ABL) and Flicker free technology. ABL fine tunes the shortwave blue light, which damages the eye, and reduces the risk of vision impairment. Flicker Free Technology uses DC (Direct Current) dimming method to regulate screen brightness without causing screen flicker for more comfortable viewing. We shall be banking heavily on gaming models and will introduce a whole new range soon. The monitors will be full HD with quick response time to meet the expectations of the core gamers. Experiencing our success with our Android-based display devices, we are also planning to bring in some exciting smart displays with the latest Android versions, enumerates Shalini Pandey, Director Sales, AOC monitors India. Overall, Indian display market is currently around 1.2 mn units quarterly (this includes both bundled and non-bundled PC) units. AOC monitors have around 10.4% market share in India. However, unbundled market is around 670,000 mn units quarterly and we enjoy a market share of around 19% in the unbundled segment.

The innovation that makes Dell’s solutions loved in the market results from its concerted efforts to deliver superior technology and to consistently evolve, keeping in mind the rapidly transforming technology ecosystem. As a brand, Dell is quick to embrace adopt technological trends which optimize usage for our customers, and incorporate them into our products. Whether it is the transition from LCD to WLED monitors, or catering to users’ needs for an increasing screen size, or the revolution that came from touch screen technology, Dell takes evolution in its stride to maximize utility and efficiency in technology use.

The edge-to-edge glass design on the S-Series Monitors which are the USP for the 22–27 inch TFT consumer monitor range is one of the features that make these monitor popular among our customers. These monitors come with an advanced replacement warranty. We have recently introduced 4,000 monitors and Multimedia monitors in our UltraSharp monitors range. These Multimedia monitors come equipped with a camera and speakers. Dell is currently at 24.1% share and outstands everyone. TFT Monitor brand as per IDC CY 14 Q2 data. Dell has held onto the No 1 position over the last two quarters. For Precision Products, the major OEM for LG monitors is “keeping state-of-art as the parameter with HD display and better look n feel,” Naresh Kumar Garg, MD, Precision Products. The firm is the OEM for many MNC’s and holds almost 70-80% of the market share.

Studies show that the LED backlit monitors have hit a new high of 90% market share, increasing 9.6% sequential growth. The global trends are no different from our country. The LED technology with HD displays, power saving and backlit technology, is being rapidly adopted by the consumers in the last few years. “Though the entry level sizes like 15.6-inch and 18.5-inch are the highest selling monitors, but since the last year, we are witnessing that customer interest for bigger sizes like above 20-inch. With the increase in the amount of 3D content, the demand for 3D monitors is also mounting. 3D monitors are very helpful in professions like architects, doctors, designers, film makers etc. it also attracts huge customers from gaming. Consumers are now looking for display solutions with faster response time, better color reproduction, enhanced viewing angles and superior connectivity options,” explains Pandey.

Being Pricey

There are many segments in the market and it’s only the price sensitivity that makes China stand in Indian Market. “Indian consumers are price conscious but are also willing to pay little bit of extra for quality product. We are offering quality product with most reasonable pricing,” says Anil Bhatia, Chairman and MD, Balaji Engg and Electricals. Technology innovation has caught the excitement of prospective users, and each user is looking for the best display one can get at a reasonable price point. Nikunj Murukutla, Director Sales, Software and Peripherals, Dell believes that though “there is price sensitivity in the sub 20-inch market, however we constantly monitor the market requirements and engage closely with our partner community to offer the best value and pricing as well as implementing monthly channel schemes to stay competitive.”

Sectors to Tap

With the rapid growth of the IT/ITes, government, education, gaming etc.the monitor market is expected to grow with a rate of over 17% per year. Enterprise segment has always been our most vital client whereas educational institutes, government offices, service industry are also becoming our important patrons for the monitor business.

Because of global outsourcing and medical tourism, these sectors i.e. CAD/CAM design, medical instrumentation and print graphics design are rapidly growing and advancing in India. Traditional channel growth is now flat. So, future growth of computer displays will be from these new channels. Such industries require computer displays with special features such as very high resolution, good color reproduction, wide viewing angles etc. to show the finer and intricate details in their line of work. Extraordinary display features are very important for those involved with graphics, design and medical display industry. So, we are geared up to meet the requirement of these new emerging segments.

Expectations ahead

As all functions of organizations move online, with companies heavily endorsing the adoption of cloud technology, office spaces are becoming increasingly limited and small. Thus, it has become an automatic need for such offices and organizations to demand smaller, and more compact display monitors. Customers seek PC monitors which have large screens, but at the same time are ergonomically suitable. These monitors are sleek, and becoming slimmer with each new product launch in order to fit into compact spaces without compromising on screen size or image quality. Customers also seek touch screen interface for its intuitive experience and for swifter, more convenient computing.

Acer

Trailblazers for innovation

Our innovations in the monitor space include touch based monitors and Android OS based monitors. Acer’s popularity can be ascribed to its ability in adapting to dynamic consumer needs. For instance, the gaining momentum of the touch enabled interface in monitorsAcer’s philosophy is to break barriers between people and the market. In layman’s terms, we are one of the first brands to take technology commercially out into the common man’s market. In the monitor space, we were the first to come up with LED monitors when the industry was still operating with bulky LCD monitors. What sets us apart is that we tend to be ahead of the curve with innovative form factors. In the TFT technology range, we have consumer and commercial categories. In the commercial segment we had designs where the screen part could be moved up and down in the Y axis apart from the normal swivel across the X axis for easy usage. We brought such a feature around 3.5 years back to bring flexibility to the commercial user.

To mention the recent trends in the market, we think that screen size of 21.x-inches wide has held the largest worldwide share, but it is gradually losing its pie at present. Monitors with TV tuners are expected to grow to 7.7 percent market share by 2017. Secondly, Android OS based monitors-the 15.6 inches and 21.5inches screens are poised to be replaced by 29 inches and 32 inches. Thirdly, there is a shifting trend towards PC monitors with LED displays, which is dominated by the LCD displays. There is a growth in 18.5 inches PC monitor market. Lastly, monitors with TV tuner cards will get traction, slowly but steadily.

AOC

New expectations from new Government

The firm is focusing on the younger audience with its exciting range of gaming and entertainment monitors. “Reaching out to this segment is one of our prime focus right now as we are all set to launch a number of monitors (LED and 3D) and touch monitors with amazing display, fastest response times loaded with thrilling features,” adds Pandey. AOC is renowned for being (TPV) the OEM for the most of the leading display brands worldwide. It has in-house expertise that makes its displays outstanding and superior to other competing brands.  Products have the potential to offer a great performance at a very compelling price. This, is the strongest feature that attracts consumers across all segments. At present, AOC has a network of about 4500 dealers, SIs and resellers which it plans to increase every year as much as possible.AOC with more than 75 years of lineage in display manufacturing and more than 11 state-of-the-art manufacturing units worldwide is bullish in all the verticals in providing best of the display solutions. As the latest report on PC shipment also suggests up trends for the commercial PC market amid the down turn, so, the company’s strategy for FY 2014-15 is to tap the most important vertical for the PC sales, the Enterprise Sector. AOC is hopeful that with the new government in place, a great deal of e-Governance activities will take place which will instigate the demand of IT hardware especially monitor. The company also feels that there is still scope for growth as PC penetration in India is still low and this market is only being tapped into now. “With better internet connectivity and PC penetration increasing in rural India, one can still expect computer displays to be around for some time. We are focused on an aggressive strategy to expand into the constantly growing markets,” says Shalini Pandey, Director Sales, AOC monitors India.

AOC displays satisfy the requirements of established international environmental standards such as ENERGY STAR®, TCO and EPEAT®. It also fits all displays with LED backlights, which significantly decreases the energy consumption and enable mercury-free production to eliminate toxic waste. Intelligent energy management automatically reduces power consumption, and users can set further energy savings options individually.

AOC keeps a very close eye on the market dynamics. Its pre-sales team does keen research on the market ecosystem before bringing any products in the market. “We continuously gather feedback from our channel partners on consumer requirements and customize our products accordingly. We keep on upgrading the Android version in our Smart Monitors, incorporating the latest features for the best of experience in entertainment, gaming and productivity of the buyers. This is a result of extensive research (online and offline) and regular interaction with the partners and consumers,” elaborates Pandey.

Business marketing is important for the company’s growth and stability. Marketing works on bringing the company’s brand image into spotlight as well as acquiring new customers. AOC is committed in keeping existing markets and aggressively exploring and expanding into new markets. This is achieved through regular and consistent communication of product updates and launches, use of promotional material such as brochures, cards, and inserts etc. which are made available to the partners for their own use. Participation in events and IT exhibitions ensures visibility to the masses. “We are already in a process of identifying the important IT events across India and scheduling our participations according to the relevance of them. We take a horizontal approach to create a buzz around our brand and our products,” adds Pandey.  India, off late, is witnessing a massive penetration of internet services. Consumers now research about the products on the internet before making their purchase decisions. So, internet has become one of the prime media to understand the consumer needs, branding and marketing products. As a result along with the conventional marketing and branding practices, AOC is simultaneously focusing on the online communication via SEO, SEM, e-mail, social media marketing; efficient use of internet marketing tools like website, Google AdWords, videos through Youtube and other channels.

From the Indian market standpoint, pricing is certainly one of the key determinants of buying any product and this is, particularly true when you are in a very competitive market place. Since AOC has more than 11state-of-the-art display manufacturing units worldwide, it has very competitive prices. Without compromising the quality, AOC can provide latest technologies at affordable prices to the customers.

Balaji

Overcoming the lag

The company with its own manufacturing unit for all the inserts, screws and all mechanical items helps it to maintain equilibrium and try not to compromise with quality anywhere. It is only the price sensitivity that makes China stand in Indian market.  Indian consumers are price conscious but are also willing to pay little bit of extra for quality product. We are offering quality product with most reasonable pricing. To promote our products, we have a very clear concept of diversifying our range of products and penetrate more in the market with our brand.  We are extensively looking for taking our brand on the larger scale geographically. Media and social media is our medium to reach to the masses. Our only weakness is not having well equipped sales and service outlets across India. In the current financial year we have planned to penetrate our product range on pan India basis and also make use of the online marketplaces by selling value for money products. In general, online is a boon indeed. Online sales have widened our scope of penetration on a larger scale. However, for smaller cities and among mid income group offline sales is the major source which cannot be undermined.Monitors and computer hardware is electrically vigorous and dynamic yet there are new things every month with broadly models go out of market within 5-6 months. Balaji Engg & Electricals is dedicatedly working on improvising on the features because of its dynamic environment where people no longer want to be catered with stale features. Initially the adoption of monitors was happening at the slow pace primarily because computers were not a home appliance. It is in last 10 years that computers have revolutionized life and ofcourse this industry. Today, adoption rate in India is very fast and comprehensive. In the current financial year, the company has planned to reach its product portfolio on pan India basis and penetrate the market on online marketplaces by selling value for money products.

Dell

Swift, sleek and convenient computing

Technology innovation has caught the excitement of prospective users, and each user is looking for the best display one can get at a reasonable price point. However, large scale users namely, enterprises of varying sizes take into consideration several factors whilst choosing their PC monitors.Globally, Dell stands at the foremost position in the PC monitor market. This is due to the quick adoption of WLED technology, and showcasing thought leadership with the introduction of Dell’s UltraSharp 24-inch and 32-inch monitors which are Ultra HD display monitors. Since our endeavour is to enable customers through the adoption and therefore provision of the newest and most productive technology, Dell has made an effort to offer this technology at price points which encourage users to take the first step towards using it and availing maximum benefits. We focus on providing the most efficient and most intuitive technology experience so that customers are able to do more–with their time, with technology and subsequently with their goals. The technology revolution has not missed the display monitor market. The concept of ultra-high definition display has re-established qualitative benchmarks in that consumers are now privy to the plethora of new age and exceptional display manufacturers are capable of providing. Prototypes of televisions and display monitors, including Dell’s Ultrasharp monitors were showcased at the CES 2014. While it is true that most of these devices with 4K technology (which delivers four times the image resolution of 1080p) have appeared in public view, they are yet to be adopted by the mass market. However, this does not discourage the industry from setting a precedent for the quality that can be expected in years to come.

These include but are not limited to the overall organizational satisfaction in terms of employees’ response to a certain range of products; the level of eye strain caused by the use of a certain product, screen size, screen resolution, energy efficiency and the expected life of a monitor.

The innovation that makes our solutions loved in the market results from Dell’s concerted efforts to deliver superior technology and to consistently evolve, keeping in mind the rapidly transforming technology ecosystem. As a brand, Dell is quick to embrace adopt technological trends which optimize usage for our customers, and incorporate them into our products. Whether it is the transition from LCD to WLED monitors, or catering to users’ needs for an increasing screen size, or the revolution that came from touch screen technology, Dell takes evolution in its stride to maximize utility and efficiency in technology use.

The edge-to-edge glass design on the S-Series monitors which are the USP for the 22–27 inch TFT consumer monitor range is one of the features that make these monitors popular among our customers. These monitors also come with an advanced replacement warranty. We have recently introduced 4k monitors and Multimedia monitors in our UltraSharp monitors range. These Multimedia monitors come equipped with a camera and speakers.

What are today’s buyers looking for? In the low cost monitor segment, customers are looking for quality and after sales support. In the higher ranges they are looking for unique specifications including good screen resolution, narrow bezels, IPS/VA panel technology and colour depth.

As all functions of organizations move online, with companies heavily endorsing the adoption of cloud technology, office spaces are becoming increasingly limited and small. Thus, it has become an automatic need for such offices and organizations to demand smaller, and more compact display monitors. Customers seek PC monitors which have large screens, but at the same time are ergonomically suitable. These monitors are sleek, and becoming slimmer with each new product launch in order to fit into compact spaces without compromising on screen size or image quality. Customers also seek touch screen interface for its intuitive experience and for swifter, more convenient computing.

In the low cost monitor segment, customers are looking for quality and after sales support. In the higher ranges they are looking for unique specifications including good screen resolution, narrow bezels, IPS/VA panel technology and colour depth.

As all functions of organizations move online, with companies heavily endorsing the adoption of cloud technology, office spaces are becoming increasingly limited and small. Thus, it has become an automatic need for such offices and organizations to demand smaller, and more compact display monitors. These monitors are sleek, and becoming slimmer with each new product launch in order to fit into compact spaces without compromising on screen size or image quality. Customers also seek touch screen interface for its intuitive experience and for swifter, more convenient computing.

Precision

Making the unorganized organized

With innovation in technology monitors have traveled a long journey and now it has completely transformed its shape and features. As far as ‘monitors’ are concerned, we are keeping state-of-art as the parameter with HD display and better look n feel. Recent trends show demand for sleek and compact models.India is turning as a good consumer of technology. Though, we are outsourcing it much but recently a lot of innovation activities are carried out by Indian manufacturers and we are all positive to make a tech hub here in India by working more on research and development to get at par with international counterparts. LG is one such firm which outsources its display manufacturing unit to Precision Products. The company is the OEM for many MNC’s and holds almost 70-80% of the market share. For Precision Products, the toughest challenge is to compete with the manufacturers in the unorganized sector. Though the cutting edge technology we use always keeps us a step ahead but we have to keep a constant check on the market. Besides this we verse well with the distributors to go for quality products instead of cheap and inferior quality items. The firm believes that being in constant competition with one’s own production quality is something that will help them understand the market demand and supply. However, established brands like Onida, Samsung, Videocon remain our tough counterparts.