The PC industry is witnessing an unprecedented period of growth and innovation, spurred by the global pandemic and the ensuing digital transformation. Raj Kumar Rishi, Vice President and Managing Director, Consumer and Small Business, Dell Technologies India, offers a comprehensive overview of this dynamic landscape and Dell’s pivotal role in it in an exclusive interview with FE.com.
“The PC industry is at a very exciting point of time,” Rishi states. “Because of the pandemic, there was this realisation that PC is so very relevant in our lives. The things that you can do only with the computing device rather than just another device, here you can do creation and you can do consumption both.” This sentiment underscores the integral role PCs play across various demographics, from students and gamers to professionals and creators.
Market growth and sustained demand
Rishi highlights the remarkable growth in the Indian PC market, driven by increased demand during the pandemic. “In India, the market grew very fast. If you look at IDC data, in two years’ time, market units for overall PC went up from something like 8 million units to 14 million units. And for consumer it went from four and a half million to seven million. And the good part is the demand has stayed at that level for two years and now we are seeing another phase of growth coming in two factors.”
These factors include the refresh cycle of devices purchased during the pandemic and the burgeoning interest in artificial intelligence (AI). “AI is generating amazing amount of interest and rightly so. You’ve got devices now where the performance goes up multifold. As a user, for example, the way I can use all my data on the machine in a much more intuitive manner [is phenomenal]. There was a time when you multitasked and the machine used to slow down, right? But now that wouldn’t happen with these devices.”
Advancements and affordability
The backdrop is the launch of Dell’s new consumer Copilot Plus AI PCs in India, namely the XPS 13 and Inspiron 14 Plus. Both devices debut the new Qualcomm Snapdragon processors, Snapdragon X Plus and Elite, which are creating serious buzz in the industry. AI is at the front and centre of these machines.
Technological advancements in AI are set to revolutionise the PC industry. Rishi notes, “This is just the beginning. I mean, you can always question whether you have use cases. You can question whether enough apps are working on the same. Yes, that will take time. But I would say that is going to happen pretty fast and hence the market assessment is that by 2027, more than 50 percent of machines would be AI machines.”
While the initial cost of AI-enabled devices may be high, Dell Technologies is committed to making these innovations accessible. “On affordability, what we try to do is that even if let’s say the price of the device is high, we do affordability programs like no cost EMI.”
A broad portfolio and strong partnerships
Dell Technologies is more than just a PC company. “We are there across IT products and services and we are making huge progress across the board on AI front. We would be at the forefront of innovation to provide best in class AI machines to our consumers and try and ensure we address as many segments as possible,” Rishi explains. Dell leverages long-standing partnerships with companies like Microsoft and newer alliances with Qualcomm to enhance their product offerings.
“We are just not a PC company. We have consumer and commercial devices, we have workstations and servers and the entire services infrastructure that we have now and great relationships with like NVIDIA for example, great relations across the board.”
Robust supply chain and market reach
Dell’s robust supply chain is a cornerstone of its operations. “Dell technology has been known for our very robust supply chain globally that’s been our strength for decades now. So that helps in everything we do. If you look at only about India, we work with large distributors who help us make the products available across the country.”
In India, Dell ensures widespread availability of its products through a combination of physical stores and online platforms. “Customer facing, we have these Dell Exclusive [franchise] stores, close to 600, where we make sure that these distributors provide the product availability to them readily. Then we also have great relationships, Amazon is one example. We work with Amazon, and we plan ahead with them. So, it’s a mix of planning, mix of supply chain efficiency, then the relationships and the partnerships we have.”
Customer-centric approach
Dell’s customer-centric approach is evident in its commitment to providing choice and support. “We cater to each and every kind of customer. The customers who are worried about upgradeability, the customers who buy a machine which they believe can service their requirement for life of the machine, let’s say five years or so, and so we do provide choice to the customer.”
Customers will be hoping for a similar support experience from its new AI PCs. “Support has been one of our biggest strengths, the kind of network of service centres or the network of support online, offline call centre and service centres that we have, so whenever we launch any new devices, we make sure our service network is absolutely equipped to handle them.”
Local manufacturing and policy adaptation
Dell’s commitment to the Indian market is further demonstrated by its local manufacturing efforts. “Dell has our own manufacturing in India. It’s been there for more than a decade now and our supply chain team works very closely and keeps watching all the policy developments which happen. When PLI 1 happened, we were part of that.”
The PC industry stands on the cusp of a new era, driven by technological advancements and sustained demand. Dell Technologies, with its robust supply chain, strong partnerships, and customer-centric approach, is well-positioned to lead this transformation. As Raj Kumar Rishi aptly summarises, “Great point of time for the industry because of this technology advancement and the refresh cycle.”
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