DCS drives digital home

Fresh from an award for successfully promoting Intel’s Pentium 4 products in Middle East markets, local assembler and Intel Premier Partner (IPP) DCS is now revving up to take consumers on a step-by-step journey towards the digital home.

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By  Stuart Wilson Published  June 1, 2004

Local assembler Direct Computer Systems (DCS) is ready to roll with products and offerings that will move customers towards Intel’s vision of the digital home: a world where devices are multi-functional and seamless integration exists across the home networks of tomorrow. “DCS sees strong potential in the development of new technology and new platforms for the digital home,” says Samer Bayrakdar, director at DCS. “Major vendors like Intel and Microsoft are fully behind this concept and we are looking to follow a building block architecture. The concepts and features around the digital home need to be fed to the market slowly and piece-by-piece.” DCS, which builds and sells PCs, notebooks and servers under the Digital brand, picked up an award from Intel for its contribution to growth of the Pentium 4 platform at the processor vendor’s recent Europe, Middle East and Africa (EMEA) Intel Premier Provider (IPP) summit in Madrid. “We did many activities to promote Pentium 4 including billboards, advertising and special events,” adds Bayrakdar. “The ramp up was very strong and now we are emulating these tactics to push Centrino products and will move on towards the digital home from there. We already have PCs that function as DVD players and TVs as well. These units also offer the customer widescreen displays.” Local assemblers play a pivotal role in introducing the latest technologies to the market. Unlike multinational vendors, which frequently order huge batches of specific components well in advance of actual production, local assemblers’ business models have the flexibility to rapidly incorporate cutting edge components into their systems. Bayrakdar explains: “We do have a time-to-market advantage over some of the multinational vendors when it comes to new technologies. These vendors make good products but they are using the same platforms and components that we use and even the same barebone assemblers in the Far East. PCs have the same CPUs, the same motherboards, the same hard drives, the same memory and there are only really four screen manufacturers left now. We are conditioning the consumers to understand this situation and inform them of the price advantage and extra features local assemblers can offer." One reason why many customers — especially at a corporate level — pick A-brand multinational vendors when choosing a PC supplier, is the peace of mind that comes with the international warranty, support and services network in place. DCS is now looking to emulate this infrastructure on a regional basis. “Providing international warranties has been an obstacle for local assemblers in the past,” admits Bayrakdar. “But we are moving to a situation where we can offer a real warranty covering the GCC and Levant. Demand for DCS’ Digital brand products is coming from many countries across the region including Qatar, Saudi Arabia, Egypt and Bahrain. We are looking to back this demand by building local support networks.”

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