PCs are now a lifestyle product

NEW DELHI, INDIA: In an era where technology is changing rapidly, computers too have been bitten by the change-bug. Computers are now more of a lifestyle statement rather than a device for everyday use.

They are now an inseparable part of human life as they have become portable. In the fast-track life computers and laptops come handy when one needs to communicate with anyone in any part of the world, perform multiple functions – watch videos, listen to music and play games.

The result is that computers now appear in different size and color catering to the taste and preference of the end-consumer.

“Laptops make the work much easier than possible,” says 21-year-old Anshul, a management course aspirant. “We can get any information just in a fraction of a second without a problem. Along with that it also adds up to your style and attitude.”

Understanding the fact that PCs and laptops have started becoming more of a lifestyle statement, computer manufacturers too are trying best to make their products user-friendly and more importantly calling themselves ‘a lifestyle brand.’

V Ramachandran, director of sales and marketing at LG India, says that his company has a strong investment for designing product as well as to improve the technology.

“In the fast-moving life the customer neither has the time nor the patience to sit and he also wants his/ her computer/ laptop to match up to his personality. Our focus is to provide the customer a product, which suits his needs, looks and lifestyle. He wants his laptop to suit him professionally as well as along with his identity. So providing what the customer wants adds to the value of the product and its sales.”

Till early 1990's, owning or knowing to use a computer was considered as a fortune. That was the time when computers used to be very costly and only business class could afford it. But after globalization and liberalization, having a computer is no big deal.

The situation today is that, we are fully dependent on computers. All the offices, whether government or private, have started using computers, no paper work is considered necessary nowadays as all the data are stored and used through computers.

“There used to be a time when we have to search and go various places to get information but now our kids can get the same information, online by just clicking the mouse and sitting in the house. It also makes our work easier many a times. I work from home and get ample amount of time to spend with my kids too,” says Rashmi, an executive with Kotak Mahindra.

“It is also helpful as many a times we get more than required information. Books actually provide limited information as compared to the knowledge and information the children gain through computers,” she asserts.

With the fast moving world and tech-savvy people having a computer and laptop is becoming a necessity. The Indian population is largely in between the age group of 18-30 and wants everything to be done easily and quickly.

Even school curricula contain computer education as a part of their education so that the students coming out of the school will be able to adjust to the electronic world viz. computers. The Gen-Y is well aware of the latest in computer technology.

Many institutions at post-graduation level either provide computers or ask the students to get a laptop to make the work faster and easier.

“Computers have become a necessity for a faster and better living. It also saves our time and energy. Laptops also add as a lifestyle statement as it builds a cool image in public and is now become a part of my identity,” says Praneet Bansal, a hotel management student.

Sony’s spokesperson talking on its latest Vaio range said, “Current trend is people like to purchase products that suit/ match their personalities so yes adding lifestyle aspect adds to the increase in sales.”

Chinese-laptop manufacturer Lenovo has extended its cutting edge innovation to add features in its consumer segment PCs that would make it coveted as a lifestyle product, more than just a geek/ tech gadget.

“Some of the features are aimed at evolving the PC into a device not just meant for basic computing but also for other purposes such as entertainment, flaunt worthiness and better ease of use,” says a Lenovo spokesperson.

“Customers are seeking a balance between functionality, aesthetics and designs to suit their lifestyle demands. The laptop you carry conveys the kind of person you are - your hobbies, your style and your outlook. Therefore the transition of a technology brand to a lifestyle brand is inevitable as the transition enables the brand in reaching out to a larger audience that seeks a combination of flaunt-worthy looks and cutting edge features," the spokesperson adds.

The cost of PC and laptops also play a major factor in making them as a lifestyle brand. Even the middle-class and the business class are using PCs for their business purpose as they find it useful for accounting and recording the stock position in their shop. This is due to the fact that a sharp fall that has taken place in the price of PC and peripherals.

“Earlier people used computers mainly for work but now due to fall in prices and more and more stylish computers/ laptops available in the market, it has become a fashion statement. People are earning more so they want to look trendier. I am online for reading newspapers, to talk to my daughter who is living in Singapore and also emailing,” says Ramaswamy, a retired government employee.

"PCs have transformed as digital lifestyle enablers in the last few years and the trend is expected to gather momentum, as more and more people connect with digital lifestyle devices like cameras, smart phones and MP3 players. These PCs are typically placed on the premium end and their share is likely to grow at a healthy rate. HCL Infosystems has led this transformation by launching India's first true 'Lifestyle PCs' in late 2006, and our latest desktop and notebook models are embodiment of truly evolved digital lifestyle," said Rajendra Kumar, executive vice president, HCL Infosystems Limited.

According to research firm Gartner, PC sales in India are expected to climb at more than 20 per cent annually through 2011. This is higher than the yearly growth in China, which stands at about 14 per cent, even as it has some 110 million computers installed, compared to 22 million in India.

The higher base means consumers there are likely to buy 33.6 million machines this year, compared with 8.8 million in India. Though computers are being perceived as lifestyle product, the companies are yet to ascertain their market share in this regard.

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