Thailand's computer market is projected to return to growth in 2017 after five straight years of contraction, thanks to improved consumer confidence and the government's stimulus spending.
"The computer market will rebound this year, turning positive or at least flat as the worst-case scenario," said Thaneth Angkasirisan, country manager of Dell Corporation Thailand.
Computer sales in Thailand tallied 2.4 million units in 2016, a 6% contraction from 2015.
The local computer market recorded an average annual contraction rate of 9% from 2012-16, reported global research firm IDC.
Mr Thaneth said government spending and the state's economic stimulus programme have sped up economic growth and lifted IT spending among both the public and private sectors.
The move by the government last year to allow businesses to claim a double tax deduction on any purchases for IT equipment including computers was a key factor in stimulating the local computer market, he said.
Dell is focusing on providing devices and technology services to help companies successfully navigate their digital transformations.
Mr Thaneth said the corporate customer sector accounted for 60% of Dell Corporation Thailand's revenue last year, and revenue is expected to maintain this level in 2017.
Dell will remain focused on its premium brand in high-growth gaming computers and two-in-one computers, meaning a portable that shares the characteristics of both tablets and laptops.
The average selling price for a consumer PC from Dell was 23,000 baht in 2016, compared with the national average in Thailand at 18,000 baht.
To capitalise on this high-growth premium segment, Dell yesterday rolled out a two-in-one computer, the XPS 13, retailing for 79,000 baht.
Dell also introduced its sub-brand, Alienware, to tap computer gamers looking to spend more than 100,000 baht.