Manufacturers of laptop computers are brandishing new netbook technology and software support to reinvigorate

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sales in the category at a time when new-age tablets and iPads are giving conventional desktop computers and laptops a run for their money.

Companies as diverse as Dell, HP, Panasonic, Sony, Acer are rolling out sleeker, innovative laptops at affordable prices tailored for business consumers. Panasonic India on Tuesday unveiled its all-new range of Toughbooks to reach out to a wider audience. Panasonic Toughbook made its first rugged laptop in 1994 and today is a leader in this category according to VDC Research data for the period ending March 2011.

“We are hoping to reach out to a wide customer segment with this product and cater to the needs of businesses. Panasonic Toughbooks have been designed keeping in mind the challenges and requirements of various industries and localization being the key to our success,” said Daizo Ito, president, Panasonic India.

Acer, ranked number two in recent research from both Gartner and IDC for second quarter 2011, plans to stay ahead of the curve by focusing on their strengths to bring in innovative techn­ologies in laptops that wo­uld enable consumers to experience technology and derive multiple benefits. The Taiwanese major early this months launched one of the thinnest ultrabook (laptop) powered by Intel’s core i3, i5 and i7 processors priced between Rs 47,500 and Rs 51,999. The Aspire S3 ultrabook is just 1.3 cm in width and weighs less than 1.4 kg.

The tablet is a device for leisure, to be held on one’s lap while travelling on a train, or on a flight to watch a film or read a magazine while laptops are stodgier and work-horse of data intensive users, averred Kaustuv Chatterjee, head-product marketing, Nokia India.

The PC and laptops’ road to the workplace has been conventional at times, with technology departments buying them for employees. The trend, which the industry calls “consumerisation” represents a significant shift in the last one year, when tablets started to flood Indian market. “The market for notebooks and tablets is completely different. Tablets are meant for basic consumption like surfing, social networking and checking mails whereas Notebooks are meant for more enhanced computing such creating power point, advanced excel sheet etc,” said Sachin Thapar, head, IT & Mobile division, Sony India.

Sony VAIO that currently has a market share of 15 per cent is targeting 20 per cent share by the financial year-end. “We plan to sell five lakh units in FY11, up from 2.5 lakh in FY10, thereby targeting 100 per cent growth over the last financial year,” added Thapar. Sony has recently launched ‘More Colour. More Style’ ad campaign featuring its brand ambassador, Kareena Kapoor.

Even so, the clock is ticking, especially for tablets, where the competition will get fiercer. “The India PC market is expected to see sales (shipments) of 11.15 million units in calendar year 2011,” said an industry study by market intelligence firm CyberMedia Research. The study expects PC sales to accelerate further by 14 per cent in 2012 to 12.71 million units. CyberMedia Research expects tablets to become the new battleground as major MNC and vendors and operators race to capture a share of emerging markets. “Many Indian firms have their tablets. While they will straddle all segments, both will co-exist,” said Jaideep Ghosh, executive director at KPMG.

Not every Indian consumer is ready to shell out money for smarter devices. “I’d love to use my smartphone and tablets, but it still can’t beat conventional laptops when it comes to financial analysis and making presentations,” said Chatterjee.

“Many Indian companies have their tablets. While they will straddle all segments, both will co-exist,” said Jaideep Ghosh, executive director at KPMG.