Panasonic eyes RI rugged device market

Japanese electronics maker Panasonic Corp. is planning to boost its market share in Asia Pacific through the sale of rugged computers and tablets for industrial consumers, with plans to specifically target Indonesia.

With its exceptional durability, the company hopes its rugged mobile laptops and tablets will fit the need of industrial consumers faced with difficult working conditions.

Panasonic Toughbook Asia Pacific Group director Jun Matsuo said the company would mainly focus on developing and producing laptops and tablet computers for corporate customers in niche industries like distribution, oil and gas and emergency services.

“We are not a large manufacturer and we have a different focus compared to other companies. That is why at this stage we are currently focusing on business and industrial markets and not the general consumer market,” Jun said on Tuesday.

The devices, Jun added, are specifically designed for working conditions in mining, automotive and aircraft maintenance; industries that would derive the most benefit from the durability and portability of Panasonic’s devices.

Panasonic commands 65 percent of the global rugged device market, but only a 10 percent share in the Asia-Pacific region. Over the long term, Panasonic aims to control 65 percent of the target market in Indonesia.

In addition, the company is aiming for a 10 to 20 percent growth rate in the Asian market. In order to achieve this, Panasonic has recently launched its new FZ-M1 Toughpad, a 7-inch rugged mobile tablet capable of withstanding high falls, wet conditions and extreme temperatures.

The product, which is primarily equipped with the Windows 8 operating system, will be made available to the Indonesian public in July.

Panasonic aims to generate around $US1 million in revenue through the sale of 600 to 700 units of the new rugged tablet in 2014.

Its manufacturing factory in Taiwan is capable of producing up to 800,000 mobile tablets and laptops a year.

Microsoft Indonesia business group leader Lucky Gani said that opinions from companies in the aircraft and pharmaceutical industries have been crucial in shaping the software features included in Panasonic’s rugged mobile devices.

“Most of our clients are customer-based industries, emphasizing the importance of real-time information and mobility. According to the International Data Corporation [IDC], the Asian region will see a 39 percent increase in mobile workers. We are taking advantage of that,” Lucky explained.

Regarding other players in the market, Jun added that he does not see much competition in the rugged mobile device market, but after hearing reports that the American tech company, Dell, is pondering an entry to the market, Jun asserted that Panasonic’s current quality-control technology and its foothold in Indonesia would make the company stand out.

“One way to do that [stand out] is to develop your own technologies, as well to establish a dominant presence in sectors which other companies cannot easily access,” he said.

Panasonic has operated in the rugged mobile devices market since 1993.