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So it was
that NEC developed—innovated might be a better word—a
long-range maverick marketing strategy incorporating many
of the strategic steps to success. NEC would invest
heavily on R&D and imposed new technological marvels on
its customers to find improved ways to satisfy customer
needs. NEC would keep its prices low but not necessarily
the lowest, on the ground that its customers would be
willing to pay a little more than the lowest price in
order to gain the superior treatment offered by NEC.
Although
it might seem absurd for a company with a minuscule share
of the market, NEC would fight for recognition as a
quality PC brand.
“The
launch of NEC’s new Powermate hybrid PC and Versa laptops
unravels the cutting-edge features of our new classy
computers, which, I’m proud to say, are empowered by NEC
innovation,” NEC Philippines executive vice president
Leonardo Santos tells this columnist.
Today’s
computer revolution saw a broader implication that went
far beyond the selling of PCs. The pioneering experiences
of the industry provide striking insights into the
challenges managers in every business eventually face.
Now, the 30-percent to 50-percent price differences are
gone—due to price wars. And so attention is shifting to
other variables: service, support quality, ability to take
care of the customer throughout the complete purchase
cycle.
Santos
has reasons to believe that the local PC market will
remain upbeat and that NEC computers will continue to do
well. “Our PCs and laptops accounted for about a quarter
of NEC Philippines’ business in 2007 and we intend to hit
close to double that number in the current year. More and
more Filipinos and businessmen are realizing the need for
PCs and laptops. And the economy is growing and so are in
businesses,” he says.
NEC is at
the leading edge as a high technology and is the No. 1 PC
brand in Japan today. The launch of its new computers
further highlights the partnership between NEC Philippines
and NEC Computers Asia-Pacific. Marketing know-how,
manufacturing efficiency, new technology and a fickle
public all play in the raging battle for growth and
survival.
Santos
expressed optimism that the new-generation notebooks would
be well received by Filipino users who would seek not only
optimum performance but environment-friendly technology as
well. “With increasing choices in the market, the Filipino
consumers are becoming more discriminating and their
decision to purchase is anchored on innovation and
economy, which are both offered by NEC.”
The second
generation of NEC Japanese Designer series now being
launched in the Asia-Pacific, the NEC Versa E6310/E6300,
asserts its position in the premium class with its
multifunctionality. The stylish slim-dimension mobile
notebook PCs feature dual digital-array microphones,
2.0-megapixel webcam, nVidia GeForce Go 8600 supporting up
to 2GB total available graphic memory, HDMI AV interface,
chrome blue-lighted TnG (Touch and Go) touchpad and unique
mirror logo engraved on the lavish leather texture cover.
NEC
Computers Asia-Pacific marketing director Makoto Iwasaki
says NEC has broadened its user PC product line by
introducing a new hybrid PC concept combining the
advantages of both notebooks and desktops. “The Powermate
P5000 was designed primarily for private computing and
home entertainment, and is meant to be personal so that
users can conveniently move around and surf the Internet,
watch movies or listen to their favorite tunes,” he adds.
Iwasaki is
confident customers will like the new S3300 as it is
practical and comfortable to carry and work on, noting
that the market was excited when NEC first launched the
Versa S3200 notebook packed with multimedia and power last
year.
NEC Versa
S3300 also introduces an amazing visual and audio
experience with NEC’s Super Shine View (SSV) technology
with like-like colors, increased brightness and higher
contrast.
“Just like
other IT players, we are aware of the need to look at
emerging industries and recognize business areas even as
we reposition our business strategies and offerings in
order for us to take advantage of market growth
potentials,” Santos says.
The pace
of innovation achieved by NEC is amazing, the downside
being that you can sometimes feel out of date as soon as
you carry its latest product out of the store [which puts
me way out of date: rephrase that last comment—as you
download its latest product]. The NEC brand represents
innovation and state of the art, and is perhaps happy that
it also represents a small element of risk, if at all.
When there are doubts [and much publicity] about a new
version of a laptop, sales keep on rising. It would seem
that a lot of us want to be part of that leading edge,
bugs and all. | 
