Interviews

ViewPaker Looks To Disrupt Desktop Market In India

ViewPaker
Shalini Pandey
Director, ViewPaker
Chinese brand ViewPaker recently entered the Indian IT space with the concept of barebone PC, which is a combination of DIY desktops and AIOs. The company is looking to position this offering to replace the DIY desktops, which constitute 50% of the PC market.

In an interaction with Shalini Pandey, Director, India operation , explained the roadmap for its offerings for the assemblers saying, “We wanted to disrupt the DIY desktop markets, our offering gives fully customization flexibility to the assemblers and System integrators to build the machine with the option of using different components like Motherboard, hard-drive, processor and ODDs. Moreover, the assembled machine would cost lesser to the branded AIOs and with the fully functionality of desktop.”

The company started the operation in India just six months ago, and it has recently got the first shipment and started billing to the resellers through its newly appointed distributor Compuage in Mumbai.

ViewPaker’s strength lies in its manufacturing of monitors and DIY all-in-one (AIO) PCs. The company offers original and comprehensive Barebone with its own brands ViewPaker & DQ. The product line comes with customization option which lets the users to choose their own motherboard and equip it with standard Micro ATX power supplies. The product line serves the requirement of gamer and professional users.

Talking about the trends in this Barebone space, she said, “Previously many motherboard and chip makers like Intel tried in this market, but due to the own designed motherboards limitation and price, the concept faded away, where in our case, we give all the customization freedom to the assemblers, which make it more affordable and better proposition for assemblers to invest in DIY desktops. AIOs PCs as a segment is evolving in India. We will be meeting the demand by providing unique Barebone AIO solutions. We have created a space to match the user specific needs of hardware components and ensure interoperability, compatibility, performance and stability. Our team works towards a seamless integration of versatile solutions depending on the user-specific requirements.”

Established brand in China

Although, Viewpaker might be a new brand, but in China, it a popular brand, established since 1997. The company has multiple SKUs of high end machines for gaming PC industry. Now, the company is rolling out the product outside China, in markets like India, Middle East, Vietnam, Indonesia and Australia. “We are expanding outside China. In India we are looking at getting more entry level products and looking at replacing the DIY desktops.

Viewpaker Vs Branded AIOs

While comparing with branded AIOs, she said, in branded AIOs, there is limitation of flexibility in choosing specs and components. The other drawback in AIOs is that once the warranty of the product is over, and the motherboard fails, it becomes a junk box, as the brand can’t give the motherboard replacement as these are specially designed motherboards for the chassis. On the other hand, our offerings come with any compatible motherboards of any brands, and it can suit different form factors of motherboards, so replacing and upgrading of the specs convenience like the regular desktops. On the other hand, It gives AIOs features like sleekness, space-savings and looks of AIOs.”

Expectations
As the barebone concepts is new to India, the company wants to see the market response for next two months. For this year, the company has planned $12 million from India, of which 80% is expected from channel and the rest from OEMs and ODMs partnership. Additionally, the company is strengthening its local team and will be rolling out partners engagements programs.

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