Having established itself as a major player in the motherboards and graphics cards categories, MSI has embarked on strengthening its position on the frontiers of portable computing devices (notebooks as well as netbooks) market in India. The notebook journey of MSI in India which started way back in 2004, has entered a new phase of growth and expansion in terms of broader product repertoire as well as wider market reach. Several precipitating factors have contributed in emboldening MSI into taking on the Indian market for portable devices.
The later-half of 2009 harbingered the upcoming wilting-down of recessionary inflictions. That paved the way for many IT companies for re-strategizing and re-defining their operational priorities. The biggest focus was shed on augmenting the overall product and services portfolio.
On October 22nd Microsoft launched its Windows 7 OS which stirred the entire recession-fatigued IT ecosystem into a state of optimism. Later on, Intel’s launch of ‘2010 Core Processors (i3, i5, i7) gingered up the newly gained confidence. The wider prevalence of DDR3 memory modules also added a new dimension to the overall PC making business. By January 2010, the entire PC ecosystem has been overhauled, and the sparkles are back. The technological refurbishing of PC ecosystem has also coincided with economic rejuvenation.
Amidst such resurgence, MSI initiated a new and vigorous phase of its India operations. “MSI India unveiled its notebooks in 2004 itself. Over the years, we succeeded in creating a credible distribution and channel-network in the country. In our first venture, we did create a brand-awareness around MSI notebooks and won decent number of customers. When things were moving on, came the ugly scourge of slow-down. However, the arrival of recession acted as a water-shed signifying the ‘end of an era’ and the ‘beginning of a different one’ of optimism and promise”, says Tony Yang, Managing Director, MSI India. So, riding the spirit of positivism, MSI India has accelerated its operations around portable computing devices in India. On January 19th, 2010, MSI has introduced a barrage of portable devices (notebooks and netbooks) in the Indian market.
The netbook inspired fame
Like composite IT players in ‘Asus’ and ‘Gigabyte’, MSI also pitched portable computing devices along with motherboards and graphic cards in the Indian market. To some extent, MSI harnessed success in the notebook category in the country. The company deployed a decent range of notebooks in the Indian market—and the product portfolio carried wide range of price spectrum. But the computing fortune of MSI took a sharp turn when Intel launched its much-talked about ‘Atom’ Processors. The creation of a new product category in ‘ultra-portable netbooks’ (powered by Intel Atom Processors) opened a new vista of opportunity for MSI as well. Working with great synergy with Intel, MSI came out with a slew of quality netbooks in the global market. India also saw the introduction of MSI netbooks; thus, started a new saga of fortunes for MSI in India. “On the quality front, MSI netbooks have maintained its superiority”, says Yang of MSI India.
In the Indian context, MSI’s netbooks scored early rapport; where contribution of its distributors (Iris computers, Salora International, Priya Ltd and Top Notch) have been paramount. If we take the example of Delhi-based Iris Computers Ltd; this distie has earned immense respect in the corporate buyers segment. “The very association of MSI with Iris Computers has given a distinct sheen to the former in the Indian market”, says an industry watcher. It’s to be noted that Iris Computers caters to the business verticals including education, defence, retails, BFSI, Govt and PSUs (Public Sector Units). “Carrying lesser price-tags, netbooks can support mainstream computing chores including internet access. These products are in great demand from verticals like education and retail. MSI netbooks which we distribute are full of features, so attractive, so utilitarian”, says Sanjiv Krishen, Chairman, Iris Computers Ltd. Digital Edge feels that MSI’s distributors have handled its netbooks nicely, and has given this product range a decent exposure to the Indian market. By December 2009, MSI’s netbooks earned goodwill among Indian customers. Riding the success thus earned, MSI opened up a full-fledged portable devices front in India. The launch of a good number of feature-rich netbooks on January 19th, has ensued a new phase of market dynamism for MSI in the country. The newly launched ultra-portable netbooks include MSI Wind ‘U130’ and ‘U135’ with dazzling and stylish characters. Based on Intel’s newest ATOM N450 processor, U135 and U130 consume stunningly low power. And MSI’s ECO engine technology is even more capable of bringing the ATOM N450 processor’s special qualities into play, effectively increasing battery life. The netbooks carry International WiMAX Forum Certification – the first netbook products based on the ATOM N450 to achieve this certification. The U135 comes in four colors – refined silver, wind-dancer black, trendy blue and cherry red, while the U130 comes in two all-new standard colors – angelic white and wind-dancer black. “MSI’s focus on details and providing consumers with a comfortable user experience despite the extremely compact size is evidenced by the tactile feels of the exclusive chiclet keyboard, and a 20 per cent larger surface area on the wide touchpad”, says Yang. In the meantime, MSI is going to introduce its flagship model in U160 which MSI calls a ‘hidden-secret’. “We would launch this model along with a top LFR player in the country”, adds Yang.
While Intel-based ultra-portable netbooks have given a distinct image to MSI, the innate genius of AMD in the ultra-think notebook space has also been explored by MSI. The Wind ‘U210’ and ‘U230’ are powered by AMD’s second generation ‘ultra-thin platform’, a dual core processor. The dual-core processor architecture provides consumers a performance experience on par with standard notebooks. Supporting HD video output and DirectX10 technology for quality audio and video entertainment on a 16:9 lifelike display, ‘U210’ and ‘U230 incorporate HDMI output ports to easily connect to large-screen TV or other multimedia devices.
The mainstream notebooks
The stunning positioning of MSI’s ‘ultra-portable netbooks’, has immensely attracted the imagination of Indian market longing for quality and high-performance notebooks. “We want to replicate the same success in the notebook space as well which we’ve garnered in the ‘ultra-portable netbooks’ arena in this part of the world”, says Yang. “By 2011, we aspire to become one of the top 10 notebook players in the Indian market”, says he. The company has vowed to enhance its notebook product portfolio in regular intervals. In similar exercise, MSI has launched an array of notebooks based on latest technologies (including 2010 Intel Core Processors). This covers high-performance ‘G-Series’ gaming notebooks; the elegantly styled ‘Classic Series; the visually soothing ‘E-Series’ entertainment notebooks; and the light-weight ‘X-Slim Series’.
The GT640 and GT740 notebooks, in 15.4” as well as 17” flat-screen monitors, are powered by the latest ‘Intel C i7’ Quad-Core processors. Combined with NVIDIA GeForce GTS 250M 3D discrete graphics capability, GT640 and GT740 are today’s most formidable notebooks in the world. “These notebooks are equipped with world’s best multimedia entertainment interface”, says Yang. These two notebooks are optimized for use with Windows 7.
On the other hand, MSI’s entertainment notebook line-up feels elated by the introduction of model EX465. With a 15” LED backlit display and Intel Core2Duo processor, the EX645 is truly a compact machine which just weights 2 kg. The clean, minimalist lines are a stylist’s delight. Breathtakingly real visual effects enabled by a Radeon HD4330 discrete 3D graphics card in 16:9 high-definition cinema display, this offers significantly larger screen real-estate compared to conventional 16:10 aspect screens. Customer comfort is kept in mind with MSI’s EDS ergonomic keyboard curved to fit the finger tips and 51 per cent larger to reduce load on fingers and wrists. Moreover, MSI’s proprietary ‘ECO Engine Technology’ provides LED backlighting for the LCD screen to deliver outstanding energy savings.
While MSI’s ‘Classic Series’ notebooks adopt Intel’s latest-generation Core i5 processor; the CR420, CX420 and CR620 models boast performance enhancement by 20 per cent over the previous generation and an operating speed enhancement up to 30 per cent. Moreover, the innovative approach of MSI’s design team finds expression in the chrome treatment, the light-touch tactile chiclet keyboard, LED lights, special brushed metal touchpad buttons, and color print film technology. Much thinner and lighter than previously, these notebooks also incorporate the Intel Calpella platform for beautiful image processing capability of up to 1080p high-definition and offer flawless audio and video experience. The MSI ‘Classic Series’ exterior design features the utmost in styling with 45-degree angled design, slimmer profile and clean, minimalist lines.
At the same time, the outstanding good looks of MSI’s extra-lightweight, very thin ‘X-Slim Series’ notebooks hide a power-performer with the Intel CULV (Consumer Ultra-Voltage) energy saving platform, and Intel Core2 Duo processor – the ultimate marriage of high-technology and fashion. The MSI X350, X420, X620 and X430 comprise the new additions to the X-Slim Series. Common across the series is 3D Boost Technology for excellent 3D computing, chrome treatment, the tactile chiclet keyboard and cclor film print technology, SRS premium sound and extra-long battery life enabled by LED that is only 70 per cent of traditional panel. The X-slim is less than 1-inch at its thickest point and much lighter than regular notebooks, giving it the zero-size profile. The featherweight profile, cappuccino-brown color print film exterior, the pearl luster and textured pattern make it the defining statement for laptop style.
Top verticals
As discussed, India has been witnessing a rapid growth in its entrepreneurial endeavour, and a host of business verticals including education, telecom, retail, Govt (PSUs), power sector, manufacturing (especially automotive component manufacturers), IT/ITes/BPO, and pharmaceutical have shown elevated propensity for investing in IT products & solutions in India. “If we consider education vertical itself, this segment has shown great promise for MSI. In recent days, we have supplied a good deal of portable devices to IIT Kanpur. We’ve also provided our portable devices to College of Hospital Administration (CHA) Jaipur, and Indian School of Business (ISB) Hyderbad”, says Johnny Lin, National Product, Sales and Marketing Manager, MSI India. However, MSI India looks at these business deals more as opportunities for introducing MSI to the Indian academic circles. “It’s more a process for building-up relationship with Indian academia so that brand MSI is looked as an industrial level of computing and entertainment devices. We aspire to venture much deeper into the academic environment in India”, says Lin.
Interestingly, for the education vertical, netbooks are getting hordes of converts. “It’s not only the price which fits into the financial dispensation of students and knowledge seekers. But the smartness, and agility of the netbook platform makes them appealing to the student community”, says Lin. “The education vertical also absorbs a huge number of notebooks. For MSI, both netbooks and notebooks have turned out to be the most suitable product categories”, says he. While the retail segment has been a big market for netbooks and ultra-slim notebooks in India. For retail industry, netbooks have become hot objects. It’s sheer portability and efficient performance which make it quite attractive for the retail eco-system. “Large number of field-salesmen and product procurement personnel use the handy device like netbooks. We’ve pitched our portable devices hard in this challenging space”, says Lin.
The ubiquitous government & PSUs segments have always been high-potential customers in India. “The Govt & PSUs absorb a good deal of portable devices. We’ve a highly agile 10 member sales and marketing team focused exclusively on this vertical. We see great opportunity for us in this segment”, says Yang.
Strong channel network
MSI is very much cognizant of the centrality of efficient and loyal channel mobilization and its management. “By now, we’ve galvanized a huge network of channel partners in the country. Working with our distributors, we’ve succeeded in reaching out to a large customer base spread across the nation”, says Lin. In its organized foray into channel domains, the company would focus on top 10 cities of the nation. However, the diverse nature of MSI’s distribution arrangement has made it possible for the company to venture deep into the Indian hinterlands. At the same time, the company is very much concerned about the well-being of its channel partners in the country. “Channels are in our DNA. Our entire business model revolves round our invaluable channel partners”, says he.
So far as post-sales service support is concerned, the company has tied-up with Digicare and offers highly efficient service facilities. “We’ve 7 product collection centres across the nation. While Digicare offers services to customers from 18 repair centres spread across the country. By now, MSI has turned into a ‘Pan-India’ business outfit. We want to be a part of the ‘nation-building’ process”, says Yang. The company looks very much poised to achieving the target of becoming one of the top notebook vendors in the country. Also, the company has plans to open its exclusive show-rooms in the country. “At the MSI exclusive brand-shop, consumers will be able to browse and access detailed product literature, while trained personnel will be on-hand to explain product features and help customers derive an ‘MSI experience’ before making their final purchasing decision. Moreover, customers will be able to customize the looks and configuration of their preferred models through menus of options before placing their orders”, says Yang. It is to be noted that customers already have the option to buy MSI models through MSI’s direct phone-based sales teams, and through large retail chains like Croma, Big Bazaar and Reliance Digital. MSI aspires to open around 80 exclusive brand-shops at different locations across length and breadth of the country this year itself.
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