Smart phone and tablet manufacturers often target young audience whenever a new technology or product is rolled out into the market. The reason is very simple, young population is willing to spend on technology and is open to new ideas of branding and when products cross over from once being expensive to now being affordable, the demand supersedes the supply. HCL info systems has demonstrated a market strategy similar to this regarding aspects from introduction of a new product line to employing efficient marketing methods. It has introduced its new range of ME tablets with new features and an affordable price.
The company introduced the range of tablets and claims them to be the best in the category of price range. HCL introduced its 3G tablet in early 2012 at the price of around 18000 but it has cut down a lot on the prices and the features like processor capability and peripherals have been introduced keeping the young user in mind. There are three tablets that are featured primarily viz. the HCL ME U2, V1 and Y3. They boast of slim structure and cortex processors (used in the Samsung smartphones like Galaxy S2) while the peripherals include the GPS and an on board HDMI port for easy connectivity to an external device.
The company, keeping in mind its target audience has roped in Unmukt Chand as the brand ambassador. Unmukt led the Indian cricket team to the under 19 world cup victory and himself scored a century so he is a big name with the youth and has the image of an aggressive go getter.
HCL tablets are good if viewed in the light of affordability but when it comes to bringing cutting edge technology to the table or being loaded with features, it partially fails to excite the regular tablet user who has had the taste of the iPad or the Galaxt tab. The peripherals are standard and market gurus keep them in the category of micromax Funbook or Aakash 2, that by no means is a defining word on the credibility or market value of the proposition that HCL made but the company would need the right mix of marketing and features to really reach out to the customers.