HP Compaq Presario range is relaunched

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By  Published  September 1, 2006

HP has reintroduced the Compaq Presario notebook range in the region, teaming up with hypermarket giant Carrefour in the UAE for a late-night launch event that signalled the hardware giant’s intentions to raise its game even further in the fast-growing consumer-focused notebook market.

Speaking at the launch event, Anil Kumar, category manager personal systems group (PSG) at HP Middle East, explained: “Ever since the HP merger with Compaq the Presario brand has been sold in more mature markets.

In the Middle East we had decided to keep the Pavilion brand but because of the massive growth in the consumer notebook market, we felt that the time was now right to introduce the Presario brand again.”

“HP is reintroducing the Presario in the Middle East to meet consumer demand for a notebook that offers high quality and performance at a very affordable price,” commented Anil Gandhi, PSG general manager at HP Middle East.

“As the market in the region grows exponentially and matures, there is room for a reliable, branded product at the entry level of the spectrum,” Gandhi went on to say.

While the Presario brand gave way for the Pavilion in the Middle East markets following the HP-Compaq merger, the reverse was actually true in other markets. On the Indian subcontinent, the Compaq Presario brand was kept with the HP Pavilion notebooks only recently introduced, according to Kumar.

The challenge for HP now is to re-establish the Compaq Presario brand in the Middle East and ensure that the correct routes-to-market are established for the brand’s target customer segment.

The new Compaq Presario V5233EA notebook was launched last month in ten Carrefour stores across the UAE.

Retailing at approximately US$950, the V5233EA features an Intel Core Duo processor, 100Gbyte hard drive and 15.4-inch WXFA high-definition widescreen display.

“The target market we are after is the medium to low-end consumer segment,” said Kumar. “That is where players like Carrefour are strong and it is why we decided to partner with them for this launch,” he added.

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