VersaCAMM Graphics Transform Notebook Computer Company into Industry Leader

VersaCAMM Graphics Transform Notebook Computer Company
into Industry Leader

Bangkok, Thailand - In 2001, SVOA kicked off its own PC brand in the Thai computer market. Supported by only $125,000 in corporate investments, the SVOA brand surprised the Thai IT industry in 2005 by generating sales revenue of $40 million and capturing the #1 market share ranking.

The secret to SVOA’s success has been its commitment to teamwork, to excellent service and to providing its customers with something unique -- a little fashion sense.

Notebook PC's wrapped in personalized graphics using Roland's VersaCAMM SP-540V.

The company’s rapid rise accelerated in 2004 when the SVOA brand PC started to expand into Thailand’s notebook computer market. At the time, this market was almost 100% dominated by global brands including Acer, DELL, HP/Compaq, Toshiba, Sony, IBM-Lenovo and others.

In the second quarter of 2005, whitebox or local brand PC makers like SVOA shipped only 560,000 notebooks worldwide vs. 4.5 million name-brand notebooks shipped during the same period. Whitebox builders realized only 9 percent growth, compared with 27.5 percent growth in sales for tier-one OEMs (global name brands).

One reason for this disparity is that notebook computers are not yet commoditized, and customers still prefer name brands. Another reason is that the global brands have struck back at local brands with price-cutting tactics designed to undermine the local brand price advantage.

From the beginning, SVOA established a different battle plan. Instead of just focusing on technology, SVOA adopted a unique strategy based on the idea that the notebook computer is a fashionable, trendy electronic gadget – like a mobile phone or handbag. The company explored this concept with many OEM partners without much success. While many liked the concept, most were not interested in backing it financially and assuming the risk for smaller quantities of PCs. For these OEMs, the process of designing a new PC casing can exceed 3 months - and the minimum order is typically in the range of 10,000 PCs.

Instead of abandoning the idea, SVOA began searching for an in-house solution. The answer came in the form of the Roland VersaCAMM. After all, if people can wrap an airplane, mono rail or an expensive car with the Roland Print&Cut solution, why not notebook PCs?

It wasn’t long before the SVOA “DRESS IT YOURSELF (D.I.Y.)” notebook concept was introduced – PCs that are customized with graphics created by the company’s 54" VersaCAMM SP-540V printer/cutter.

Based on Roland’s print/cut technology, the SP-540V has since delivered a solution that has made the SVOA house brand notebook a household name across Thailand. Using VersaCAMM graphics, SVOA has turned its notebook computers into fashionable, trendy electronic gadgets which stand out from the global brands on the market today. Combining this D.I.Y. concept with SVOA’s ability to quickly bring new technology to market, the company believes it is well positioned to compete against multinational competitors in Thailand.

Since the introduction of D.I.Y. in the beginning of 2006, SVOA notebook computer sales have grown by more then 500%. It is estimated that, based on this growth rate, SVOA brand notebook computers will move from 0.2% market share per year to 6% market share. Its notebook computer market share ranking will move up to the number 5 or 6 position by the end of 2006 as well. It appears that the D.I.Y. concept is exactly what the notebook computer consumer wants, and SVOA plans to take its unique concept to corporate and government users as well.

Going forward, the SVOA plan is to have D.I.Y. work like the fashion industry, featuring new designs for every season. For example, the initial Summer Collection 2006 debuted with 10 graphic designs, and there is a FIFA World Cup 2006 Special Edition as well. This winter, SVOA will unleash a whole new design collection.

The D.I.Y. notebook computer concept offers other advantages to the consumer. First, a D.I.Y. notebook computer becomes waterproof, dustproof and effectively more scratch resistant. Second, it enables users to eliminate finger prints, oil stains and dust easily. Third, D.I.Y. allows users to choose and change the design of their notebook whenever they wish. New wraps can be applied in 10 minutes at any local SVOA authorized dealer. For the consumer, it’s like getting a whole new notebook computer with each new wrap.

In May 2006, SVOA landed its largest notebook computer sale to date. A Thai university ordered 5,000 units, with an additional 2,000 projected for the month of June. The D.I.Y. concept was a main selling point. Today, SVOA is promoting this D.I.Y notebook computer concept aggressively so it can continue to set new standards for notebook computers across Thailand.

SVOA jumped to market leadership in the highly competitive notebook computer category by offering individualized cases wrapped in graphics produced on a Roland VersaCAMM SP-540V printer/cutter.