Dell, the world's fourth-largest computer maker, has earmarked an extra 50% investment budget for its Thai operating unit over the next three years in an effort to boost its market share.
Models show Dell’s new touch-based notebook and tablet.
"We aim to improve our market position from fifth to third in the Thai computer market by 2015," said Anothai Wettayakorn, managing director of Dell Corporation (Thailand) and general manager for Indochina.
Thailand is the biggest emerging information technology (IT) spending market in the region, followed by Indonesia.
Dell's seven regional emerging markets posted double-digit growth this year against single-digit performance in other countries affected by the crisis in the euro zone that is driving more foreign investment to Thailand and the region.
Mr Anothai said the money would be used to increase the number of its stores and product experience centres as well as to expand offices in northern and northeastern provinces next year.
The company will focus more on building brand awareness among young customers after having a strong presence in the enterprise market, he added.
Dell plans to roll out its touch-based notebooks and tablets by June next year.
"We are preparing to introduce notebook computers priced 14,000 to 15,000 baht for the first time next year, compared with our existing lowest price of 18,000 baht," Mr Anothai said.
Dell is gearing up to resume marketing its Windows-based enterprise tablet with the launch of a series of Windows 8 versions with prices ranging from 20,000 to 25,000 baht.
Dell is spending US$1 million to provide free trials of enterprise tablets for businesses in the region. Thailand has received about 60% of the budget for the programme.
Mr Anothai said revenue from tablet sales is expected to contribute up to 15% of Dell's revenue in 2013, up from less than 1% this year.
Sales of tablets in the Thai market are expected to reach 2.4 million units this year, of which 2-3% will be enterprise tablets.
Sales of enterprise tablet sales will make up 10% of the total next year.
Dell recently opened an office in Myanmar to capitalise on growing IT spending in the country. It has offices in Thailand, Vietnam and Cambodia.
About the author
- Writer: Suchit Leesa-nguansuk
Position: Senior Reporter