Samsung launches branded white boxes

Altering the traditional definition of a PC white box, Samsung Electronics

India Information and Telecommunication Ltd has introduced a new concept of PC

barebone boxes. This box by Samsung contains all PC components except for the

CPU and RAM in it. To sell this new product, Samsung is appointing Samsung

Authorized System Integrators (SASIs) across the nation.

This is a move to fortify the brand equity of its online presence--www.buildurpc.com

further. A customer has to configure the requirement on the Net and file a

requisition on the website for the PC and this request will be automatically

sent to the nearest Super SASI.

Millennium Automation and Systems Ltd and Apollo Computers Pvt Ltd have been

appointed the Super SASI for Punjab and Delhi respectively. In addition, Comnet

Vision is also pitching for another northern state.

Virender Singh, MD, Millennium Automation was very optimistic about this

alliance. It will be assembling these PCs in its already fully-functional unit

in Mohali and will cater to the customer needs in Punjab.

In Delhi, Apollo Computers will be assembling these PCs for the Delhi state.

MK Gaur, Director, Apollo, was resilient about this new tie-up. "We have

already supplied these machines to all the McDonald's outlets for the marketing

tip-up between Samsung and McDonald's in Delhi and some smaller cities like

Mathura and Jaipur."

Elaborating on the support provided by Samsung, Gaur said that the company is

giving them POP material, literature, advertising in some key areas and

technical handholding. Talking about the product, he said that it looks like any

other branded PC branded by Samsung as a PC powered by Samsung. This box

contains everything but the CPU and RAM.

Right now Apollo is selling these PCs in three configurations. A P4, 1.7 GHz

PC with 128 DDR RAM, 1.44 MB FDD, 40 GB hard disk, 52x CDROM drive with a 15

inch color monitor is priced at Rs 37,000.

Still in the launching stage, these Super SASIs are happy with the initial

feedback of the market. And feel that these PCs will be able to gain a lot of

assembled PC market as most of the components that goes into assembled PCs are

in any case provided by Samsung and this PC will give the much needed advantage

to customers of the backing by a major brand.

Shweta Khanna