Computers and Peripherals in Colombia

PROSPECTS

Increasingly advanced technology, especially in computers for gaming

Category growth is being driven by the introduction of increasingly advanced technology across all price segments, which is widening segmentation and expanding category size. Thanks to improved quality, average prices in the category have risen, although a shortening replacement cycle for laptops continue to be a concern for brands.

Lighter, slimmer, faster models all in vogue, along with larger screen sizes

Laptops is a strong mature category characterised by keen demand for innovation, quality and exceptional design. New generations of laptops are light and compact and can perform all the tasks that a desktop is capable of undertaking.

Strong growth opportunities for players in gaming computers and peripherals

Gaming continued to experience opportunities for growth. Although monitors and desktops are the most obvious categories directly related to it, technological improvements in laptops have driven growth towards this segment.

COMPETITIVE LANDSCAPE

Leader Hewlett-Packard engaged in social responsibility

Hewlett-Packard Colombia strengthened its leadership in computers and peripherals in 2019, due to its strong positioning in laptops and wide recognition in personal and business computers among consumers. Hewlett-Packard has been highly active in expanding its distribution facilities to provide better service to its clients and has been actively supporting the “Vive Digital” programme, taking computing solutions to remote rural areas of the country and supplying computers to public schools nationwide.

Player positioning varies from low-priced to high-end portable devices

In laptops, Asus holds top spot thanks to fierce price competition in the lowest-price segment. In tablets, both Samsung and Lenovo returned to the category after practically exiting due to the ample availability of low-priced models and lack of interest in high-end alternatives.

Moderate scope for national brands while private label experiences limited growth

Computers and peripherals is almost entirely characterised by international players as the majority of products are imported. While local players have a minor role in computers, Compumax Zona Franca SA and PC Smart have successfully found a niche in the business and retail sectors, respectively.

Files are delivered directly into your account within a few minutes of purchase.