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Samsung re-enters laptop segment in India and eyes double-digit market share by December

India’s traditional PC market, which includes desktops, laptops and workstations, grew by 44.5% year-on-year (YoY) in 2021, according to IDC.

Korean electronics giant Samsung will re-enter the laptop segment in India this month and aims to capture a double-digit market share by the end of the year, a senior company official said on Tuesday. .

Samsung India Managing Director and Head of New IT Business Sandeep Poswal said there is demand in the market, which argues for the company’s re-entry into the segment.

“By the end of this year 2022, we expect to have a double-digit market share in the addressable area where we operate. We want to offer this to all segments of our customers. We are launching in March and we will try to do our best to achieve that share,” Poswal told PTI.

The company had stopped selling laptops in India after 2014.

He said that according to the latest data from IDC, the market grew almost 1.8 times between pre and post-COVID.

“There is a strong full demand coming. We believe this demand is primarily driven by building consumer use case scenarios, which can be work from home, study from home. We expect this to continue.

“The second reason Samsung is entering the laptop market is that we’re talking to a generation that grew up with mobile as their first device,” Poswal said.

He said a person who has been using mobiles for 8-9 years would have some basic requirements.

“They want to have the best mobile phone experience through battery, processor and camera. Second, they want a design and brand that sets them apart.

“The third is of course security and the fourth, which is the most important, is the availability of the ecosystem, which means that my mobile phone and my laptop talk to each other. The fourth aspect is the one that makes the case for Samsung get a really strong power line, which is book 2, pictured,” Poswal said.

Unveiling the Galaxy Book laptop series, the company said the target market includes professionals, businesses, daily users and students.

Laptops will cost between Rs 40,000 and Rs 1.2 lakh per unit.

“We will start pre-booking in the next 3-4 days,” Poswal added.

India’s traditional PC market, which includes desktops, laptops and workstations, grew by 44.5% year-on-year (YoY) in 2021, according to IDC.

The laptop category drove volume with shipments reaching 11.6 million units. The desktop category, which saw a steep decline in 2020, managed a recovery with 30% year-over-year growth due to strong demand from enterprise and consumer segments, IDC said.