Panasonic eyes big growth in rugged mobile devices in region

Rugged mobile devices, designed to be used in extreme working environments, are seen by Japan-based Panasonic Corp as a niche market with high growth potential.

In Southeast Asia, the market is forecast to expand at a compound annual growth rate (CAGR) of 10.6 per cent from 2013 to 2018, rising from US$225 million (Bt7.64 billion) to $300 million.

Meanwhile, in Thailand, the market has a predicted CAGR of 35 per cent in the same period, during which it is expected to grow from $12.6 million to $20.8 million.

The company’s direction is to expand to catch up with new potential market segments this year, including retail, logistics and transportation, while maintaining its existing markets, including the military, manufacturing and automobile sectors, said Sathip Kongjantra, country manager – Thailand at Panasonic System Solutions Asia Pacific’s Toughbook Solutions Team.

The company yesterday launched two rugged handheld tablets in Thailand – the Toughpad FZ-E1 and Toughpad FZ-X1 – as well as the semi-rugged Toughbook CF-54.

There are now 13 Toughpad and Toughbook models available in the Thai market.

The Toughpad FZ-E1, powered by Windows Embedded 8.1 Handheld, and the Toughpad FZ-X1, which runs the Android 4.2.2 operating system, are 5-inch enterprise-class handheld tablets – with voice and data connectivity – designed for mission-critical mobile workers, said Sathip.

The Toughbook CF-54, meanwhile, represents the thinnest and lightest semi-rugged PC in its category, he said.

"All products are produced in Japan and shipped to the configuration centre located in Malaysia for customisation before delivery to each market," he explained.

Given the increasing market opportunity amid rising demand, and with the aim of fuelling the company’s business growth in Asean, Panasonic established its first configuration centre in the region in April this year, in Malaysia.

The centre provides end users with added options such as LAN port, USB smart-card reader, fingerprint reader, and dedicated geographic positioning system (GPS).

There are five configuration centres around the world, the others being in the United Kingdom, the United States, Canada and Australia.

The country manager said the company had started doing rugged-mobile-device business in Thailand in 2012, and now had a presence in five Asean countries, the others being Singapore, Malaysia, the Philippines and Indonesia. Thailand is ranked third in market size in the region, behind Singapore and Malaysia.

Based in Singapore, Panasonic System Solutions Asia Pacific is the B2B (business-to-business) solutions division of Panasonic Asia Pacific, which is the Southeast Asia and Pacific subsidiary of Panasonic Corp.

Panasonic System Solutions Asia Pacific delivers B2B solutions for government and commercial enterprises of all sizes.

The B2B solutions cover unified business communications, mobile computing, data storage, security and surveillance, retail point-of-sale, visual communications (projectors, professional displays and digital signage) and imaging network solutions (broadcast and professional video).