VFB's success prompts IBM to open ThinkWorlds

IBM has gained further ground in smaller towns with their Very Focussed

Business (VFB) initiative. Under the VFB initiative, IBM is selling entry-level

vanilla PCs. This is to capture the extremely price-sensitive upcountry markets.

The success of the initiative is well measured from the fact that as much as

20 percent of its PC business is accounted for from this line of products.

Says Anil Sethi, Country Manager - Channels, PCD Sales, IBM India, "We

ensure that different segments in the market get products aligned along the

feature they value most." Anil adds that most of the success has come from

the SMB and the SOHO segments. Both segments enjoy a substantial presence in the

B and C-class towns. Says he, "We have seen a change in perception too, IBM

is no more considered an expensive brand."

The ideology had been extended to its ThinkPads too. While most of the

ThinkPads come with higher configuration, they are now available as entry-level

models too. "This is a business that is poised for growth," adds Anil.

IBM is looking at bringing the ThinkPad price further down to make it affordable

for the targeted segment. "We are looking at Celeron-based ThinkPads as a

value for money option in this category," informs Anil.

Their aggressive pricing strategy is being bulwarked by a foray into

showrooms christened ThinkWorld. "ThinkWorld gives the customer to get a

touch-and-feel of the ThinkPad," says Anil. The two outlets already

operational in Delhi have the brought the company some favorable tides. And the

company plans to set up more ThinkWorlds in Mumbai, Bangalore and Chennai over

the next six months.

MOHIT CHHABRA



NEW DELHI