Technical issues and necessity for the gizmos be damned, ‘they want it, we give it' is what Indian tablet makers seem to be saying, when you look at the bevy of ‘Desi' tablets flooding the country. Indian tablet makers are betting on the excitement surrounding tablet PCs and are leveraging on the curiosity of Indian consumers who are, as yet, new to the segment.
The lack of Wi-Fi penetration and availability and the rollout of 3G services being localised and not pan-India are hindering the launch of the devices by Indian device makers like Lava. However, several tablet makers eWorld spoke to indicate that what they focus on is the aspirational aspect – the desire amongst Indians to own a tablet like the iPad. For these buyers, tablets are looked upon as more of a lifestyle device, rather than as a gadget that is a necessity.
Pricing it right
“The iPad and other MNC tablets on the one hand and products like Akash on the other are all present in the Indian market, giving Indian consumers an opportunity to experience a variety of offerings in the category,” says Sandeep Parasrampuria, Director, iBall, which recently launched its Slide Tablets. Reliance Communications, which launched the Reliance 3G Tab said during its launch that it came out with products for Indian customers to “fulfil their needs and desires with incredible affordability.”
Speaking of “technological inclusion,” a Reliance Communications source
Ajay Bagga, Director - Sales, Olive Telecom, also said recently, “In order to reach out to the masses countrywide, we are establishing a distribution network for tablets.”
While Indian makers are bullish on the market considering and expecting huge demand, analysts give a 180-degree view, including what happens when the novelty of a tablet wears off. Vishal Tripathi, Principal Research Analyst, Gartner told eWorld recently that tablets won't be as successful as mobile phones as they will not be usage driven. “Tablets have more of an entertainment factor, and mobile phones can also be used for SMS and calls, even if not for Web browsing,” he explained. According to him, Indian companies saw roaring businesses with mobile phones since they were a necessity and it was their first experience to Web browsing. “This won't be the case with tablets as it is still a good-to-have and not a must-have,” he pointed out. “Also, with Ultrabooks coming in, tablets will face competition from that end as well,” Tripathi said.
Turning to business
And this is where innovations in business model can make a change. For instance, Bangalore-based EAFT Technologies India, that offers a range of MagicTile tablets has noted this, and works as a B2B player rather than a B2C player. Giri Prathivadi, CTO of the company said that the company is targeting educational institutions to sell its products, and that it has no plans to enter the retail market.
Yet, several low-cost mobile handset makers, are keen on stepping into the segment. Sudhir Hasija, Chairman, Karbonn Mobiles, which is set to bring out its range of low-cost tablets told eWorld recently that the company sees opportunity in the fact that many youngsters would like to own tablets but can't afford the likes of an iPad. He expects to sell about 40,000 tablets a month, he said. Similarly, many mobile handset makers like Micromax and Lava are eyeing the low-cost Tablet market, betting on the “desire” factor.