Windows 8 - dawn of a new era in computing

Windows 8 is not a new operating system but a new platform for computing. It is the starting point of a new era of computing with touch and easy-to-use interface that is influencing all types of usage. In particular, the new generation who are growing up with exposure to touch user interface will not be familiar with using a mouse. Therefore, Windows 8, Microsoft’s latest operating system, released late last month supports touch interface and is expected to shake up the computer industry in Thailand.

Intel Microelectronics (Thailand) country manager Accharas Ouysinprasert said that Windows 8 will change the PC market landscape as it offers a touch-user interface, allowing PC manufacturers to design and develop PCs, especially movable devices in various form-factors. 

“Just in the last quarter this year, 40 models of movable devices with touch user interface will be coming to the Thai market. The various devices will stimulate the market to grow at least 10 t o12 per cent by the end of this year as it encourages a new round of purchases by both existing users and first-time buyers. People who are reluctant to buy portable devices between notebook and tablet will find it easier to make a choice,” said Accharas.

By next, year, because of Windows 8 along with the new hardware platform and the availability of 3G network in Thailand, Accharas said that the PC market in Thailand is expected to grow at least 15 per cent.  

However, it needs to promote the flagship product to ensure that it will be in consumers’ mind widely. 

Microsoft (Thailand)’s managing director Birathon Kasemsri Na Ayudhaya said that the Windows 8 launch was the first time that the company was using 360-degree media to reach consumers. It spent both on above-the-line and below-the-line marketing, for example, TV, billboards, signboards, print, and so on. 

In terms of above-the-line marketing, in Thailand, it is using out-of-home media, TV commercials, printed advertising and digital media to ensure consumers have full awareness of Windows 8.

“The ads also run overall 22 weeks from the 12 weeks we did last time. However, we cannot reveal financial figures such as the marketing budget,” said Birathon.

Anothai Wettayakorn, managing director for Dell Corporation (Thailand) and general manager for Indochina, said that Windows 8 will activate IT spending in the Thai market by both first-time buyers and users upgrading their systems. Windows 8 will encourage spending across devices in the ecosystem of Windows 8.

Anothai added that Dell has developed a lot of products to support Windows 8 for both corporate and consumer users under the Optiplex and Latitude product families. Dell’s products that come in touch interface are Dell Latitude 10, 10-inch tablet, Dell XPS 12, and Dell XPS All-in-one, the convertible notebook, and Dell Inspiron, and Dell Vostro that will be coming within a few months.

“Dell still focuses on our strength of on-site service. Moreover, we add virtualisation desktop infrastructure solutions for corporate customers with the aim to assist them to utilise their computing devices under the ‘one user, many devices’ concept,” said Anothai.

Acer (Thailand)’s Nitipat Praweenwongwuthi, senior marketing manager, head of marketing division, said that Windows 8 would bring touch screen to computing devices that is expected to be the turning point in the PC market. It will open new opportunities for hardware vendors to develop many more devices across form-factors. Finally, it offers a variety of choices for consumers. 

“Windows 8 will help Windows-based tablets gain back market share,” said Nitipat. Acer will launch at least 15 models of Windows 8 devices in the market by next year. However, this year, Windows 8 cannot help drive the growth of the PC market in Thailand as it was launched only in late October. This year, the PC market in Thailand would grow around 10 per cent.

Sommuk jiansawaswattana, IT products marketing manager, Sony (Thailand), said that Windows 8 had arrived in the market after users had long waited for new technology and innovation, hence it is expected to stimulate the market around the world, including Thailand.

“We believe that Windows 8 will stimulate the IT market because it comes with totally new software features, making it more user-friendly. And it also opens new business opportunities for hardware manufactures. Like Sony, we can develop notebooks and tablets such as VAIO Duo 11- and 20-inch table-tablet VAIO Tab that supports both entertainment and business use since it can be used as a tablet and a notebook,” said Sommuk.

Sony expects that Windows 8 will assist the company increase sales by 20 per cent more than the target.

Hewlett-Packard (Thailand)’s Printing & Personal Systems, general manager Vatsun Thirapatarapong said that Windows 8 will stimulate the computer industry as there is a lot of exciting hardware innovation happening in the market today as the ecosystem prepares for Windows 8.  Surface is one interesting option, in addition to many new and different devices coming from other OEMs.

HP is working closely with Microsoft to continue innovating and bring even more amazing PC options to the market in the future. “We have been working closely with Microsoft to bring amazing products to the market at Windows 8, including brand new PCs developed for Windows 8. It will create an excitement in HP products, which offer amazing user experiences and features that will delight consumers and businesses,” said Vatsun.

Windows 8 tablets give consumers and enterprises an ultra-portable device with the option of using legacy applications designed for the x86 framework as well as new Windows UI and Windows Store apps.

“For users who prefer to use mouse and keyboard, we’ve worked closely with Microsoft to optimise our new and Windows 8-upgradable PCs to be great with Windows 8. Additionally, for the many users who aren’t yet upgrading to a touch-enabled PC or tablet, multi-touch peripherals provide a taste of touch technology without fully committing to a touch PC purchase,” said Vatsun.

HP products will offer unique form factors, including a hybrid PC with a detachable screen, a business tablet with optional functionality-boosting HP Smart Jackets and the latest range of slim and elegant all-in-one desktops with intuitive touch capabilities.

Vatsun added that HP would launch many products featuring Windows 8, ranging from stylish notebooks and desktops to a tablet, for both the consumer and commercial segment.

“We cannot reveal the targeted sales volume, but we believe that our new products running Windows 8 should be able to give a better experience to our customers and drive our business to achieve the target,” said Vatsun.

Jeerawut Wongpimonporn, country general manager of Lenovo (Thailand), said that Windows 8-based devices mark a new era in computing that takes the PC experience to a new level of customisation, consumption and creation.

Lenovo’s family of convertible notebooks such as Lenovo’s IdeaPad Yoga and ThinkPad Twist give consumers many modes of use in one device. They can flip, flex, bend and twist.

“We believe consumers will be receptive to the convergence of multiple form factors into one product. They integrate seamlessly into consumers’ lives by offering them the choice of how they want to use their PC in different scenarios. We’re betting big on convertibles and Windows 8 and the opportunity to introduce entirely new form factors and designs to our customers,” said Jeerawut.

These new multi-mode products, such as Windows 8-based convertibles flip, flex, bend and twist ‘IdeaPad Yoga’, respond to the shift in how consumers are using their personal devices. It allows the multi-touch display to swing open a full 360 degrees – giving this ultrabook four modes – laptop, tablet, stand and tent. Consumers never had so many options in one device. 

“We believe these new devices will most certainly boost consumer demand for PCs and create a seamless PC experience,” said Jeerawut.