Brief

Desktop without a CPU box

Zenith recently launched the SmartStylePC, in which the CPU is built into the monitor itself without making the monitor look bulky. The PC also has a flexible stand which allows it to bend over 180 degrees, which means one can place it on the table with the screen facing the ceiling and it can be hung on a wall.

“Computers are no more about technology. They have become a personal style statement. It is simply overwhelming to see the role aesthetics play in the buying decision of a consumer”, said Raj Saraf, Chairman and MD, Zenith Computers.

“With the wave of consumerism catching hold of emerging India, SmartStylePC represents our need to posses a creation that thinks great and looks stylish. The desktop with the bulky CPU has always been a challenge in offices and homes where space is a constraint. Through the SmartStylePC, Zenith has pioneered a digital uniqueness of design and aesthetics that will give a whole new meaning to ‘desktop’ computing,” he further added.

The SmartStylePC features a 17” WXGA with built-in speakers and an Intel Dual Core Processor T2130 with a memory of 1 GB, hard disk capacity of 80GB and optical drive option. Devita Saraf, Executive Director of Zenith expects a significant demand from enterprises such as banks (Over 30% of the Zenith’s revenues comes from the banking industry) and hotels which do not need an optical drive which is therefore provided as an option. She said, “Our first mover advantage coupled with aggressive marketing has given us an edge over the competitors in the market.”

Created at Zenith’s New Product Development Centre (NPDC) in Mumbai, the SmartStylePC is priced at Rs. 20,000. It targets the corporate world and the evolving Indian consumers where style and size holds the purchasing power.

Zenith stated that it understand the needs of the customers and have always introduced products which are affordable and accessible. Raj Saraf felt that the PC sales are going up but the company’s revenues are not as the PC prices are coming down. According to him the cost of the product can be reduced by producing in large quantities and India needs to learn this from China and Taiwan.

To continue with the momentum of innovation Zenith has outlined an aggressive strategy to introduce an exciting product each quarter and community development programs. The company is planning to do something with regard to laptops for the youth as they feel that today’s youth want laptops and not desktops. Zenith will also soon offer its IT infrastructure management tool, SAAS (System Application and Administration Software) in America.