Notebook market resists advancement of tablets and mobile phones

The death foretold of PCs — victimized by the flood of smartphones and tablets in the country — is far from reality in the segment of notebooks. The expectation from Samsung is that the portable computer market in Brazil to grow 5% in 2015, with a total of 5.8 million units sold, but the South Korean designs an expansion more than two times higher than the average national market for this year. To keep the leadership in the category of notebooks, conquered in 2011, will focus their efforts on more sophisticated machines and enlarge the presence of computers on the network of more than 150 shops Samsung brand throughout the Brazil.
"The notebook still is among the three most desired by the Brazilian consumer devices," says Sandra Chen, Director of the area of Notebooks from Samsung Brazil, on the basis of a ranking of purchase plans spearheaded by cell phone and TV. In approximate numbers, input products (most basic) account for one-third of the sales of notebooks from Samsung in the country, while the higher value-added represent two thirds. This year, the South Korean capital will reinforce this second category, the fastest growing in Brazil, without leaving aside the most basic laptops. "While the market will grow 5% move over double digits this year, estimates Sandra.
Between May and June, the company launches in the country a second model of the family of notebooks Chromebook, developed from Google's partnerships with manufacturers. In 2014, the company had already released in Brazil a first model of Chromebook, laptop operating system Chrome OS, Google. In this case, the target audience is young people and university students, more comfortable with the idea of storing much of their data in the cloud, as happens in the Chromebook. "He's not for everyone. For the user more focused on productivity, for example, we recommend another product ", highlights the Executive from Samsung Brazil.
Also between May and June is expected to launch new line machines ACT Book, totalling more than 20 separate products in five categories. The diversity of settings and design is an attempt to achieve a more varied consumers. "Two years ago, struggled in the market if the tablet was cannibalizing the notebook. That's not the reality today in Brazil ", argues the Director of Samsung Brazil, noting that the penetration of the product between the class C is less than 40%. The goal is not to fight over price, but keep the input products to attract the Brazilian who intend to purchase their first notebook. These consumers, added to those who seek a more sophisticated laptop to replace the old one, should be responsible for 5.8 million units to be sold in Brazil in 2015, by different companies.
Within the strategy of focusing on the segment of higher added value, Samsung will strengthen the stores as a channel of distribution of computers, reports Sandra. Created initially to market mobile phones brand, the concept stores incorporated also computers to its portfolio of products, but still way shy — the notebooks are available in only a few units. In the medium and long term plans of Samsung, the notebook appears as relevant piece on Web of wearable devices that begin to be released as part of the so-called Internet of things. For this year, the South Korean plans to invest more than $ 100 million in communities of developers who work with projects related to Internet of things.