Computer System Connection International, a Thai IT chain store operating under the CSC brand, has unveiled the first locally branded tablet powered by the Windows operating system as part of a collaboration with Microsoft and Intel.
Computer System Connection International (CSC) showed off its new Windows 8.1-powered tablets at the recent Commart Comtech 2015 show in Bangkok.
The CSC tablet has three models priced from 6,990 to 9,999 baht. The tablets run the Windows 8.1 OS with a quad-core Intel Atom processor.
The locally branded tablet, called Wisebook and assembled in China, is in line with the government's policy of encouraging local firms to produce affordable tablets to provide greater alternatives to consumers, said chief executive Pichai Neranartkomol.
The collaboration by the two US-based IT giants is a response to Google's Android-powered tablets, which are eating into Microsoft's market share.
"We plans to spend 2 billion baht on product development and marketing activities to promote our CSC tablet over the next three quarters," Mr Pichai said.
CSC has a distribution network of 150 outlets nationwide.
Mr Pichai expects demand for large-screen (over eight inches) tablets featuring Microsoft Office to gain momentum for both work and play.
CSC plans to export its tablets to Indochinese markets starting next year.
Wongsamat Sanpaychudayan, mobile director at CSC, said the company's tablets retailed for more than 50% less than currently available Windows-powered tablets thanks to subsidies from Microsoft and Intel.
The target customers are teenagers and adults under 40.
CSC has appointed celebrity professor Navin "Tar" Yavapolkul as brand ambassador.
The company expects to sell as many as 400,000 tablets within nine months of their launch.
"We expect our tablet revenue to reach 2.4 million baht out of an overall 10 billion in 2015," Mr Wongsamat said.
CSC has rolled out three tablet models under the Wisebook family, featuring 8-, 8.9- and 10.1-inch displays.
Mr Wongsamat said his company was targeting the education sector and corporate users, particularly insurance firms.
Prakash Mallya, managing director of Intel Southeast Asia, called Thailand one of the top three opportunities for Intel, along with Indonesia and Vietnam.
Jarit Sidhu, senior market analyst at researcher IDC Thailand, said Windows-powered tablets were forecast to have a mere 0.5% market share in Thailand this year.
Android and iOS-based tablets have dominated the local market, based on their lower costs.
Thailand's tablet sales excluding the government's One Tablet per Child project are expected to reach 2.5 million units this year, down from 3 million last year, due mainly to economic malaise and the saturated tablet market. IDC expects 2.6 million tablet sales next year.