Computers and Peripherals in Colombia

PROSPECTS

Demand for computers keeps contracting

Laptops is a strong mature subcategory characterised by keen demand for innovation, quality and exceptional design. This subcategory has performed poorly in terms of volume since 2014 following the global trend due to a volatile exchange rate experienced in the country since then.

Business computers focused on security

Business computers is a very mature and stable subcategory. Brands are focused on providing more resistant devices with safer and integral features to protect sensitive data.

Peripherals decline due to cultural shift

Both monitors and printers recorded a decline in retail volume sales. Consumers continued to demand multifunctional portable devices such as smartphones, tablets and laptops for work and leisure, the need to print has seen a comprehensive cultural shift regarding environmental concerns and users’ concern over of high-priced ink refills has increased.

COMPETITIVE LANDSCAPE

Category leader engaged in social responsibility

Hewlett-Packard Colombia Ltda has strengthened its leadership of computers and peripherals in 2018, due to its strong positioning in laptops and wide recognition in personal and business computers among consumers. Hewlett-Packard has been very 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.

Lenovo strives to provide extensive portfolio

Lenovo (Asia Pacific) Ltd Sucursal Colombia has gained ground among consumers through the years following the same trends, offering an elegant, light, slim, powerful, and colourful but always portable device. The company’s idea is to position affordable high-quality products for every kind of consumer; its recent laptop launch was directed at gamers and fashionable college students.

National brands gaining small equity

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

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