HP brings Compaq Presario back to Middle East market

HP has reintroduced the Compaq Presario notebook range in the Middle East, 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 channel.

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By  Stuart Wilson Published  August 21, 2006

HP has reintroduced the Compaq Presario notebook range in the Middle East, 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 channel. 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. The new Compaq Presario V5233EA notebook was launched at 11pm yesterday in ten Carrefour stores across the UAE allowing eager customers the opportunity to snap up a late night bargain. Retailing at approximately US$950, the V5233EA features an Intel Core Duo processor, 100GB hard drive, 15.4” WXFA high-definition widescreen display and comes with a standard one-warranty.” Jean-Luc Graziato, sourcing general manger at Carrefour, said: “The tie-up with HP is part of our desire to offer our customers the widest possible products at best prices. This launch is very much in line with our philosophy of great brands at affordable prices and HP clearly recognises the need for simplicity and convenience when purchasing IT goods.” While the Presario brand gave way for the Pavilion in the Middle East markets after 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. Judging by the levels of interest at Carrefour's Mall of the Emirates store during the launch event, the vendor is already on the right track. “The target market we are after is the medium to low-end consumer segment,” added Kumar. “That is where players like Carrefour are strong and it is why we decided to partner with them for this launch.” “The Compaq Presario notebooks will be sold in other retail outlets and also on Computer Street. We have plans in place for launches in Egypt and Saudi Arabia and the intention is to make Presario products available across the entire Middle East region,” he concluded.

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