With its latest Toughbook portfolio, Panasonic plans to create a new demand across segments, thereby expanding its reach beyond the Western markets. By Pupul Dutta
Panasonic, a global leader in electronics launched its latest range of Toughbook – CF-C2, in India recently; hence announcing the product? entry in the India market. The laptop/notebook, according to the company is one of the most durable and flexible business convertible PCs designed for healthcare professionals, aviation technicians and automotive engineers. It is also the first Toughbook device designed to take advantage of the new Windows 8 Pro operating system, in both clamshell as well as tablet mode.
Priced at Rs one lakh, excluding taxes, the company is hoping to grab a considerable market share given the fact that there is no competition in this segment. Noted Gunjan Sachdev, GM and National Business Head, ?anasonic Toughbook account though is not very big in India, however we are in the initial stage of setting shop here. The numbers, in terms of market share are small right now, but we are looking for major expansion and have constituted a team across the regions that would help us take our product to every nook and corner of the country.”
Rugged, yet flexible
The semi rugged CF-C2 has been designed in such a way so as to deal with the knocks and scrapes of a busy mobile worker. According to Panasonic, the device can withstand drops of up to 76cm (6angles), comes with a water resistant keyboard, touchpad and strengthened glass on the LCD.
With a variety of business expansion options and configuration slots, the CF-C2 can be tailoured to perfectly meet the needs of the workforce. Ideal for field and service engineers, an optional serial port allows diagnostics and measurement legacy devices to be connected to the Toughbook. In addition, other business options can be added via the flexible configuration ports, such as VGA ports or modems.
The device is also optimised for connectivity whatever the location and includes Bluetooth 4.0, wireless LAN a/b/g/n and optional Sierra MC8305 3G module.
Users, who need to Skype or capture an image of documentation in the field, the CF-C2 comes equipped with a high quality HD 720p (with still image maximum resolution 1280 x 720) front web camera and a high resolution HD 720p rear documentation camera that can be optionally added.
Marketing strategies
Panasonic’s latest addition in its Toughbook series will be available in India starting January next year. Besides its national channel partner third wave, the company has also roped in several regional distributors as well to ensure its availability everywhere. ?t will be available through channel partners – third wave, which is our major partner and also a number of regional distributors, who would help in taking the product to every nook and corner of the states,said Sachdev.
The company is targeting industries like automotives, healthcare, power, utilities and manufacturing. ?n India, about 70-80% automotive companies use our Toughbook devices. Other segments that we are targeting are utility, power and healthcare. Also, we are not just marketing for this single launch, but other products as well that are part of the Toughbook range,Sachdev explained.
Panasonic is also active in the government sector as its products are already listed with the DGS&D (Directorate General of Supplies & Disposals). The latest launch, however is yet to be notified.
The company plans to completely import its units from Japan based on customer reaction and bookings that it will receive in the coming few months.
Talking about market share and the company? targets for the coming years, Sachdev said, where is no rugged notebook category in India and we clearly emerge as the market leaders. We have to create our own category and market here. We have no competition here, at least in the present scenario. Though we haven? set any targets for grabbing any market share, our most important job currently is to create the needs. We have to create the demand for Toughbook and how the device can help industries in accessing their needs in a rough situation,asserted Sachdev.
