ECS Set To Renew Assembled PC Market With LIVA X

Elitegroup Computer Systems (ECS) has started expanding to new finished products like All-in One PCs, notebook computers, Mini PC and other mobile products In the last one year. The company feels, with Wipro and HCL moving out of desktop business, has helped the DO-IT Yourself or DIY market to bounce back.

To fill the gap and with the push of Make-In-India project, ECS feels this is the right time to launch a new form factor of PC, which is Mini PC–LIVA X.

Although ECS did not launch the first generation of LIVA mini PC in India, but it decided to bring the second generation of LIVA X to India.

Globally, the LIVA X was launched three months ago, but it sees good opportunities to revive the desktop business, with this new form factor, which can be suitable for converting a LED TVs into smart TV.

In terms of distribution, the company has further expanded its motherboard partnership with Mumbai-based Rashi Peripheral for its LIVA X, who will be distributing as well as authorizing service support to 53 locations. Rashi will be distributing the product to its dealers and resellers as well as two e-tailers Flipkart and Amazon.

This pocket sized Mini PC targeted at customers who do not have big space to keep 10 litter sized normal desktop or want to reduce power consumption.

Rajshekhar Bhatt, Country Manager, ECS said, “Rashi is our exclusive distributor, since the LIVA X is not a complete PC, we will be working along with large SIs and DIY players for creating application based solutions. Seeing the worldwide trend and vacuum in the desktop market, we feel, our Mini PC will create a niche form factor.”

The company also said that it’s not a thin client, but it’s a full-fledged PC, available in higher capacity, storage and faster speed.

Rajesh Goenka, VP Marketing & Sales, , said “The overall PC TAM is around 11 million, which is growing at 5-7% growth y-o-y, of which 40% are desktop, still 4-5 million desktops are getting sold, with some cannibalization. However, Mini PC will create a niche, nonetheless, we see there is a Rs 5 million opportunity for the sale of the product. We are keeping our marketing, customer education, product demand and services in track to capture the market.”

Bhatt also clarified that, “Components are still a big focus, by moving into this new area, we are not still focused on our legacy business. As we want to revive the assembled PCs market for systems integrator with value additions, we hope there will be a good healthy growth days for assembled PCs and we want to position our Mini PC for the same market.”

On the feature front this small size computer is based on Intel Bay-Trail MSOC and 15W ultra low power deign supporting Windows 8.1, windows 7, Linux and Ubuntu operating systems. It supports USB 3.0 port, wi-fi and Bluetooth wireless connection and can upgrade storage capacity via mSATA SSD. The device features a 64-bit dual core 2.25 GHz processor and supports Wi-Fi streaming options like Apple Airpay, Miracast and DLNA for wireless delivery of video and audio. It can be controlled remotely with a tablet or smartphone and supports two monitors simultaneously.

The company said the Windows version with 32GB eMMC storage and 2GB DDR3L for Rs 14,900, on the other hand without OS for Rs 11,900, while for online, these selected SKUs will be available 12-13% cheaper than the MRP.