Emerging Themes based on Hybrid Laptop

Emerging Themes based on Hybrid Laptop

Introduction

The recent years have seen the computer technology industry undergo tremendous changes that have impacted consumer behavior. The changes have been as a result of changes in the macro environment. Different factors in the macro environment have led to numerous changes in the computer technology industry. This includes political, economic, technological, social, legal, and environmental factors. However, technology has led to more changes in the industry as compared to the other factors (Morley & Parker 2014). This paper intends to examine how technological changes have impacted on the industry. Ultimately, it will also examine the impact of the changes on consumer behavior.

Technological Change

Technological changes have contributed a lot to the changes in the computer technology industry. It is evident that the world has been experiencing technological changes on a daily basis. Computer technology companies have tried their best to keep up with the changes to ensure their survival in the market. Companies such as Lenovo, Dell, HP, Intel, and Apple Inc. have been trying their level best to develop new computer technology products to be able to meet the needs of their customers (Morley & Parker 2014). Essentially, technological changes have led to computer products produced by the above companies being rendered obsolete within the shortest time possible. In the 20th century, a product in the computer technology industry could stay for quite some time before being rendered outdated. However, this is no longer the case as the lifespan of products in the industry has reduced to great extents. With this being the case, they have been forced to make improve their products from time to time to enhance their functionalities through incorporating new technologies. This in turn has led to continuous race for better products (Hurson 2014).

New technologies continue to be developed in the computer technology industry. More advanced products are being introduced on a daily basis. Companies in the industry are investing much capital in research and development to be able to produce the best products that serve the needs of customers in the desired manner. Desktop computers were widely used all over the world in the 20th century. This is because that was the technology during the period. However, they did not last for long as they were replaced by laptop computers. Many individuals thought that laptops would survive the industry for a long time. However, despite the constant improvement to the products, they are likely to be taken over by hybrid laptops. This is evident considering the fact that the number of PCs being consumed by individuals in the market has been reducing on a yearly basis. Essentially, technological changes have had a great impact on the above changes being experienced in the computer technology industry (Morley & Parker 2014).

Basically, technological changes have led to the development of products with more functions. They have also enabled companies in the industry to improve the reliability of their products. Computer designs are also being improved upon on a daily basis. Scholars predict that the industry will continue to experience the changes in the future. In fact, the changes are expected to be more considering the fact that technological are even faster than before. The rate is likely to increase even further in the future. It is imperative for companies that operate in the computer technology industry to maintain pace with the changes if they are to survive the industry (Hurson 2014).

Hybrid Tablet

This is the product that is expected to take a large market share in computer technology industry (Wright 2013). Laptops have dominated the industry for the better part of the 21st century. This is despite the fact that tablets have also been in the market for over a decade. Customers have preferred laptops over other gadgets that serve the same purpose as they serve them in the desired manner. However, technological changes have led to companies in the industry ensuring continuous improvement, for example, on Smartphone and tablets. The changes have led to more and more people getting attracted to the new products and abandoning laptops. It has been predicted that PC market will remain weak through 2014 as the competition intensifies. For instance, the shipment of laptops across the globe is expected to drop by seven percent as more and more tablets are being purchased by consumers (Lee 2014).

There are a number of reasons tablets have failed to penetrate the market for the last decade until now. For one, they have been considered slower as compared to laptops. This is because the processors that have been used in most tablets were of low speed. With this being the case, many consumers found it inconveniencing to use them especially when in a hurry. An individual would spend more time trying to; for example, access something over the internet as compared to when using a laptop. Similarly, laptops have large screens. As such, consumers, find it easy to view anything using them as compared to the case with tablets. For instance, individuals have in the past found it problematic to read word documents using tablets. This is because the words are small not unless they zoom in which makes the reading even hard as they again have to navigate through the screen considering the fact that the zoomed in documents may not fit on the small screen (Morley & Parker 2014).

Another reason laptops have remained competitive as compared to tablets is the fact that they have a keyboard that allows users to type fast. For example, they are able to edit documents or type new messages with ease. As such, they do not waste time drafting messages and sending them. On the other hand, tablets have small keyboards when makes the typing speed slow. This has been inconveniencing many consumers. As a result, some have purchased tablets but still maintain their laptops. On the contrary, there are those that have not bothered purchasing the tablets considering this weakness (Hurson 2014).

Changes in the technology have enabled computer technology companies to address the weaknesses that have been associated with tablets. Tablets are now built with high speed processors hence speed is no longer an issue. In fact, there are tablets that serve customers at a high speed as compared to laptops. Essentially, a consumer will just benefit from tablets just as much he or she will benefit from laptops in terms of speed. In the same regard, companies such as Lenovo have now developed tablets with 11.6 inch display hence the issue of large screen has been solved to some extent. Consumers are able to read documents using tablets without having to strain. Ultimately, companies have also introduced tablets with detachable keyboards (Lenovo 2011). This has been the latest invention that has seen many individuals get attracted to tablets.

Hybrid tablets enable individuals to attach and detach a keyboard to them whenever necessary, for instance, when typing word documents. A consumer may be dealing with an urgent document hence speed becomes of the essence. Consumers are also able to detach the keyboard when not using it. This has made life easier for many consumers. Tablets are more portable as compared to laptops. As such, many consumers now find it more convenient to purchase a hybrid tablet as it will serve him or her same functions a traditional laptop can (Hurson 2014).

Lack of technological change would have made it difficult for companies in the industry to make the necessary changes to ensure the tablet increases its market share in the market. Equally, it could have made it hard for companies in the industry to finally find a solution that will see the tablet become consumers’ favorite. Consumers found it easy to switch from desktops to laptops. This is because they saw a laptop as a solution to many weaknesses that were associated with desktop computers. On the other hand, the change from laptop to tablets has been slow. However, the rapid technological advances in the recent past have contributed a lot to the tablet gaining more and more market share in the industry. The industry is expected to experience even rapid changes in the future. Scholars are of the view that hybrid tablets will have dominated the market by 2018 (Hurson 2014).

Consumer Behavior

Technological changes have also impacted upon consumer behavior in the computer technology industry. As mentioned above, companies in the industry are always looking for ways to produce the best products that serve the needs of their target customers in the desired manner. This has also led to consumers developing a certain behavior. Specifically, they are always attracted to the best in the market. Essentially, consumers expect companies in the industry to continue improving on their products at all times to ensure they serve them even better. Any company that is left behind in terms of technological advancements finds it hard to attract customers in the market. This is because consumers are always attracted to firms that meet their needs and wants in the desired manner. Failure to keep with the technological changes is the same as failing to commit to serving the need of customers (Morley & Parker 2014).

Consumers in the industry are always looking for products that serve them with convenience. One of the main reasons many consumers have abandoned the use of desktop computers is the fact that they are bulky in nature. Such a technology cannot also be used by individuals when on the move as they always stationed in one place. However, technological changes led to the development of laptops that are more portable and energy efficient. Many customers are still attracted to this technology. However, the number has been reducing with the introduction of tablets that are smaller in size hence more portable. Consumers are attracted to this technology as it serves them even better as compared to previous technologies.

Similarly, the technological changes have also led to consumer always expecting for newer products from companies in the computer technology industry. Their needs continue to evolve on a daily basis. Currently, customers in the industry expect products to serve them in a manner that individuals in the 19th or 20th century never imagined. Companies such as Dell and HP must ensure they are aware of the needs and expectations to develop products that are more competitive in the industry. Consumers are keenly following up the changes before developing new ways through which they can be able to benefit from the same. Computer technology companies have also been using the same information to introduce products that customers even never imagined could be produced (Morley & Parker 2014).

It is clear that there are consumers around the world who are still using desktop computers around the world despite the technological changes that have led to the production of better products such as a laptop and tablet and now the hybrid laptop. It is not that such consumers have refused to embrace change. Most of them if not all are constricted by economic problems. For instance, it is common knowledge that people’s choice of product can be determined by its affordability. The fact that a product may be too expensive means that not every consumer will be able to afford it. Nonetheless, the trend is changing as more consumers now find the products in the industry more affordable. Technological changes have led to the production of even cheaper computer technological products to ensure every customer is able to benefit from the great revolution (Hurson 2014).

Basically, consumers in the industry are always looking for new products that better serve their needs compared to previous ones. Technological changes have led to consumers working under the assumption that computer technology companies must ensure continuous improvement on their products (Shah 2014). This is also a trend that is expected to continue in the future. This explains the reason the hybrid tablet is taking the industry by storm. Consumers have continued to consume laptops as a result of tablets having more weakness. However, changes in technology have led to the development of a hybrid tablet that is able to serve consumer needs as desired. As such, consumers, view it as more superior compared to laptops hence their willingness to consume it (Morley & Parker 2014).

Bowman’s Matrix

The Bowman’s matrix can be used to examine the strategies employed by companies in the industry to ensure their survival. According to the matrix, computer technology companies ensure they earn a competitive edge through the implementation of three distinct strategies, that is, market segmentation, product differentiation, and cost leadership. The strategies have been further broken down into low price and low added value, low price, hybrid, differentiation, focused differentiation, increased price and low value, and low value and standard price (Baker 2001).

It is evident that there are companies in the industry that have embraced focused differentiation to ensure their survival in the industry. Apple Inc. is one of the companies that have a great mastery of focused differentiation. The company is perceived to produce the best products in the markets. This can be attributed to the fact that its products are priced high yet many consumers are always willing to consume them at all times. Customers normally associate the high prices with great quality (Hurson 2014).

Equally, there are also companies that focused more on low price. This is one of the reasons many consumers are able to afford computer technology products. Apple produces good products. However, the fact that its commodities are priced high means that only a few customers can be able to afford them. As a result, customers choose to consume products from competing companies such as Lenovo. Their hybrid tablet products are priced low as compared to the case with other companies in the industry.

There are also companies in the industry that have focused on hybrid strategies. Companies that apply this strategy offer products using moderate prices. Product differentiation is also moderate (Baker 2001). Dell is one of the companies that are known for employing this strategy. The company offers fair prices for its products that are deemed reasonable. Essentially, the quality of the product is normally good. As such, the customer is assured of their reasonable prices. Technological changes have also enabled companies that employ such a strategy to compete effectively and they are able to improve on the quality of the products as time goes by (Hurson 2014).

Differentiation enables companies to ensure their products are perceived to be of great value. Companies that employ such a strategy increase their prices to earn more profits from their products. Alternatively, they choose to lower their prices with the aim of achieving more market share. There is no way a company can maintain high quality without continuous innovation (Baker 2001). It must always look for ways to make its products even better. Technological changes have also come in handy when a company is trying to provide high class products in this case the hybrid tablet. The product is differentiated as compared to previous inventions of the companies. HP Hybrid model x360 design is an example of hybrid tablet where the differentiation strategy has been employed (Morley & Parker 2014).

Low price and low value, increased price and standard product, high price and low value, and low value standard price as less common in the industry. Some of the strategies, for example, low price low value, were practiced in the past. However, they are no longer practically. This can be attributed to the fact that customers are no longer attracted to products that are inferior since they seek greater quality. Tablet shipments have been on the rise in the recent past. However, the rate has been reducing. For example, the growth rate in 2013 was reported at 19.3 percent as compared to 51.6 percent in 2012. This can be attributed to the fact that consumers are now attracted to quality tablets unlike the case before when they purchased anything as long it was a tablet and was priced low. Basically, consumers are now seeking products that serve their needs in the desired manner (Shah 2014). Equally, companies in the industry cannot dare to offer products that are priced high yet they are of low quality. This can lead to customers switching from one company to another as there are many competing one another. The same case applies to increased price and standard products as well as low value and standard product strategy.

Conclusion

Technological changes have led to tremendous changes in the computer technology industry. Specifically, they have led to the development of better products and services that serve the needs of customers in the desired manner. Tablets have been in the market for many years. However, laptops have maintained a large market share in the industry. This trend is expected to change with the introduction of hybrid tablets as more consumers are attracted to them.

Bibliography

Baker, M J 2001, Marketing: Critical Perspectives on Business and Management, Volume 2, Taylor & Francis, Boca Raton, FL.

Hurson, A 2014, Advances in Computers, Elsevier Science, Burlington.

Lee, J 2014, Shipments of major laptop brands forecast to drop 7% in 2014, Retrieved April 14 2014, from Focus Taiwan, http://focustaiwan.tw/news/aeco/201403080007.aspx

Lenovo 2011, One PC, Two Devices: Lenovo Reveals the Industry’s First Hybrid Notebook, Retrieved April 14 2014, from Lenovo, http://news.lenovo.com/article_display.cfm?article_id=1301

Morley, D & Parker, C 2014, Understanding Computers: Today and Tomorrow, Comprehensive, Cengage Learning, Mason, OH.

Shah, A 2014, Tablets coming back to earth after years of breakthrough growth, Retrieved April 14 2014, from InforWorld, http://www.infoworld.com/d/mobile-technology/tablets-coming-back-earth-after-years-of-breakthrough-growth-237941

Wright, R 2013, Intel: The PC Isn’t Dead; Hybrid Tablets Are The Future, Retrieved April 14 2014, from CRN, http://www.crn.com/news/mobility/240160149/intel-the-pc-isnt-dead-hybrid-tablets-are-the-future.htm