The house of Microsoft has been under strong influx of evolution, and more evolution. While the definitional business of Microsoft in software arena goes from strength to strength, the swiftly ramping up business around hardware products and solutions of the Redmond giant has impressed the ‘cyberworld’ immensely. Though, the hardware basket contains various kinds of products, items like keyboards, mice, and webcams are becoming hottest objects of desire.
Since its very beginning, Microsoft has put great focus on crafting its hardware products ergonomically correct. In fact, the company invests heavily on its R&D efforts towards making its hardware products sophisticated, and trendier where issues of efficiency, and look get prominence. While chiseling, and making various hardware products seductive, Microsoft has brought about an intimate relationship between science and fashion.
Paradigm shift
The computer peripherals industry is gradually transforming to become a trendy and stylish segment. Computer peripherals are no longer looked upon as equipment to aid your work on the PC. Nowadays, users recognize them as personality reflectors. Therefore a lot of research and in-depth study about the different personality traits is done before designing any such stylish products. The main challenge here is creating a product, which will cater to a large number of users and also help them identify with it.
A product that looks good and features great technology need not be very comfortable to use. The use of notebooks and PC have become increasingly common today, a majority of people tend to spend more time on the computer than on anything else. This increase in usage takes a toll on the health of the user. “Microsoft Hardware identified the benefits of healthy computing very early on and manufactures its products to provide comfort in addition to style and technology. So, the challenge is not only when style marries functionality but also the addition of ergonomic features so that consumers get a complete package”, says Ashim Mathur, National Marketing Manager, Entertainment and Devices Division, Microsoft Corporation (India) Pvt Ltd.
“For many years now Microsoft has invested time and money into research and development of hardware peripherals. We’ve a huge pool of researches who work round the clock to ensure that the consumers across the world have access to the best and most healthy products”, says Mathur.
Science and fashion
In the era where fashion and flamboyancy play a crucial role, the design of the products becomes an imperative. These products are no more looked upon as just computer peripherals. They’re now personality reflectors. They play a major role in deciding the style quotient of the person.
India is no longer a country with a low fashion and style quotient. The thirst for new and stylish products has increased because people want to ensure that ‘who they’re what they carry with them, are in perfect sync. Stylish products will soon become mainstream because of the Inherent need of consumers to express themselves. From mobile phones to cars and, now, computer peripherals have become an extension of the Indian consumer’s individuality and personality and, therefore, there will more and more demand for stylized products.
‘Fashion’- By definition, fashion morphs everyday. People change clothes and clothes change people. Today, fashion is blended consciously into products that companies manufacture; technology being no exception. As the lines between the two continue to blur, successful brands are balancing ‘fashionable-cum-lifestyle’ aspirations along with the ever-dynamic technology. Companies are going all out to make heads turn with compelling products that are not only relevant but breathtakingly beautiful as well.
Recently, Microsoft Hardware launched a slew of nine extremely stylish products. These will be the flagship products for the company in 2009. The newly launched products are the perfect examples of ‘where style meets science’. “They not only feature the best technology but also are some of the most beautiful computer peripherals around. Consumers can expect similar products and upgrade to existing products in the future. We have unlocked the potential of stylish products and going by the feedback we have got from users, we definitely have plans to bring a lot more to the retail shelves”, says Mathur. A number of cutting-edge technologies gave been imbued into these new product genre.
BlueTrack Technology
One of the most exciting innovations is ‘BlueTrack’ Technology that uses a powerful new tracking engine that combines “blue specular” optics with a blue beam. Specular optics is high-angle imaging optics that generates an exact replica of the surface instead of blurry, out of focus images, like leading laser mice.
The blue beam is four times larger than the beam size on laser, allowing it to track on difficult surfaces. “It is also less sensitive to dust and grime than laser. BlueTrack Technology is different than optical because it combines the width and power of optical with the precision of laser creating something that tracks better than optical or laser”, says Mathur.
The Explorer Mini Mouse launched with the BlueTrack Technology tracks on 40 different surfaces, including carpet, granite and metal. The technology gives users the freedom to use their laptops on almost any surface and at the same time does not hamper usability. The Explorer Mini Mouse is the perfect companion for the business traveler and students.
Computer usage is no longer restricted to the desk at home or the office. People, today, have networked homes where they can use their PCs in any room and they travel a lot for business or pleasure. The Arc Mouse was designed to be the perfect computing companion that not only address mobility but is also slim and curvy. The unique shape not only adds style to computing but is also very comfortable. It is very light and fits the palm perfectly. The Arc is also highly durable, when folded it can withstand up to 10 kilos of weight and hence ideal to pack into a suitcase for travel. The Arc Mouse can be folded for portability and with a small carrying case it can be taken anywhere with ease. The mouse can be folded to 40 per cent of its fully expanded size. It has a strong metal hinge, which makes its durable and most important a battery status indicator.
“The market is responding pretty well to these new technologies. We at Microsoft Hardware understand the evolving needs of the consumers and the dynamic nature of the peripheral industry. By providing innovation and value through technology and design, Microsoft Hardware has continuously raised the bar on providing the best computing experience to the Indian customer”, says Mathur.
The world of gaming
Gaming is one of the biggest contributors to the entertainment industry across the globe. There are very few products available today that cater specifically to gaming, most users make do with conventional keyboards and mice to satisfy their gaming requirements. The SideWinder brand was re-launched by Microsoft Hardware to bridge this specific gap. The Microsoft SideWinder X6 keyboard is perhaps the only keyboard in the market today that ensures that gamers are completely involved in the game.
It has features like switchable keypad, which can be attached, on either side of the keyboard for better gaming. Besides the standard keys, this keyboard has six macro keys on the left hand side, four special keys on the top, and keys to control your media player. The keyboard features an adjustable backlight display that illuminates every single key. The X6 features control that volume and the level of backlighting–this allows users to make changes on the go. The X6 comes with thick rubber feet to ensure that the keyboard is anchored to the desk during heavy gaming sessions and the user need not worry about constantly adjusting. The above features make this the ultimate gaming keyboard allowing users to have a complete gaming experience.
Scintillating Web cam
The LifeCam Show, the ultra web camera in the world, is specially designed for the users who love style and are always on the move. It has unique features like Photo Swap-where the user can share and swap photos live during a video call. It has World-class High Definition optics with a glass element lens giving the user clarity and good images. Even in dim lighting it gives Vibrant, rich video quality. The high Definition 2.0 megapixel sensor with 8.0 megapixel photos (interpolated) helps the user to have a clear image. The other unique features include 5× digital zoom with Realistic, up-close zoom capability, Video effects to express yourself with fun effects, built-in unidirectional microphone with noise cancellation to give a Crystal-clear audio performance and Echo-cancellation software for improved sound clarity.
Channels all the way
Microsoft has always been cognizant of the centrality of channels. In every business matrix, Microsoft has made use of its vast channel network in place in the country. “We distribute our products through our National distributors SES and Redington, which in turn is distributed by our Channel partners. We’ve a network of 6000 partners across 110 cities and will soon cross the 125 city mark”, says Mathur. He sounds reasonable as channels is the means to reaching out to wide swathes of geography. Moreover, Microsoft aspired in making its products available all across the country.
“Channel partners play a pivotal role in the sales and marketing aspect of the Microsoft Hardware business due to their proximity to the consumer. Our teams closely work with the partners to ensure that relevant knowledge and training is imparted to ensure that the partner’s business benefits as well as the consumer is provided with accurate information that will eventually influence his/her purchase decision”, says Mathur. For example, Microsoft Hardware, in 2007, launched the Microsoft Hardware Discover India Yatra that traveled across the country to 60 Tier-2 and Tier-3 cities with an aim to providing a platform to channel partners to interact and also gain knowledge from representatives from Microsoft. Following the resounding success in 2007, Microsoft Hardware expanded the footprint of the Yatra to include 30 new cities in 2008 where over 1200 partners have benefited. “Recently we’ve announced a new channel initiative in 25 cities across India. This was done to reinforce commitment to channel partners and strengthen partner network and to showcase new product line up to the channel partners. We’re constantly on the look out for ways and means to harness the potential of channel partners to ensure that a true win-win situation is enabled”, says Mathur. However, the growing culture of LFRs (Large Format Retails), has opened a new vista of opportunity for Microsoft for making its products available to esoteric kinds of buyers as well. There are reports that such organized retail out lets are becoming places where such products are transacted on good scales. “Retail sector has witnessed an immense growth in the last few years. The key factors responsible for the retail boom have been the change in consumer lifestyle and increase in the spending power. Hence increase in the need for newer entertainment products. We want to ride on this and tap the opportunities offered by the retail sector by continuing to offer the best world-class products to the India consumers”, observes Mathur.
Incentive plans
Microsoft believes that a satisfied, and a happy lot of channel partners are instrumental in making the brand into a stronger one. The company keeps on offering scintillating promotional schemes for it’s thousand of channel partners in the country. Hardware recently announced a new channel initiative, a 25-city dealer meet, to reach out to the channel partners across India. Through these meets it will showcase and create excitement around newly launched products and offers. The events will serve as a platform to share the exciting plans for 2009 in addition to imparting training to channel partners about the new Microsoft technologies. Those attending can expect an exciting range of spot offers.
“Channel partners are our biggest asset and keeping them motivated and offering them business value is very important for us at Microsoft Hardware. We ensure that we are constantly engaged with our partners and are in a position to cater to their requirements. We will constantly have meaningful promotional and marketing programs for our channel partners. We to further strengthen our relationship with our partners in 2009”, says Mathur. Nothing is more satisfying than seeing the smiles on the faces of satisfied, and progressive channel partners”, adds he.
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