TPV Technology India wants to establish Philips as their technology leader in the marketplace

TPV Technology India Pvt. Ltd. is a monitor manufacturer and a seller of Philips branded LCD displays worldwide via its own company MMD. By combining the Philips brand promise with TPV's manufacturing expertise in displays, TPV India uses a fast and focused approach to bring innovative products to market. AOC is also an international brand of TPV Technology Limited. The brand offers a range of monitors across all size segments with customized solutions for both businesses and end consumers.

Atul Jasra, Business Head, TPV Technology India Pvt Ltd in a chat with VARINDIA shares about how the India business differentiates between different type of monitors, their major focus area and basic challenges faced by them -

In Atul Jasra’s words, TPV is the world's biggest display manufacturer. TPV India is mainly concerned in doing OBM business (One Branch Business). In monitors they have two brands, one is the AOC and another is Philips and in display solutions they have only Philips as a brand icon.

AOC has gained the third position as a brand in monitors. The total monitor market is divided into two categories - one is bundled and the other is unbundled. Bundled monitors are the monitors that come with CPU like ACER, Dell or HP. Unbundled monitors are the monitors that are sold separately as a component or monitor but not with the CPU, in which the major players are AOC, Philips and Samsung. TPV claims to have consistently 14-15% of the market share of the unbundled market.

Philips and AOC monitors

In response to Philips’ position in the market, Atul says, “Philips has a strategy and we have now planned to reintroduce Philips into the Indian market. We have revitalized the entire portfolio and want to establish Philips as our technology leader in the marketplace. The Philips product portfolio has been aesthetically very good. Philips is currently at about 1.52% of market share which we are going to focus at and try to increase it in the next year as well. In 2020 our key focus will be both Philips and AOC.”

In the monitor segment, there have been some key launches and a plethora of offerings from TPV Technology in 2019. Discussing about the AOC products, Atul remarks, “In AOC we are market leaders in 18.5 inch and we want to create the same position in 24 inch size monitors. Apart from the size, the new category which is emerging is the gaming monitors. For gamers who have more specific great display in mind, the AOC G2590PX has been the perfect go-to monitor for an immersive gaming experience. Although it is increasing but currently the base in India is not as big as the one which is seen in Europe and in other countries. Because in India, people are largely focusing on mobile gaming and not in PC gaming. So in PC gaming, our product will take a little more time to establish the way it has been in the other countries. We have specialized gaming monitors like AGON which we are launching in India. We have the deepest curved monitors and in the last five months they have got a good response from the market.”

Between Philip and AOC monitors, as far as the basic product is concerned, both are the same. But if their feature comparison is done, Philips's a little better than AOC. When it comes to gaming, in Philips the company is more focused on console gaming, which is like PS4 and Xbox games. In Delhi TPV focuses on PC gaming. Philips as a brand has its own lineage and has gained a position in the B2B segment as well.

With nine factories globally but mainly in China, TPV feels free to penetrate into the Indian market. According to Atul, “We are the only tier 1 brand having a 15.6 inch offering. Slowly and surely, we are increasing our presence in the metro towns as well. Our focus is now to establish this brand more in south and west of India. In east we have presence in West Bengal and North-East states, and Orissa. In North we are available in Delhi, Punjab, and Uttar Pradesh. Delhi and Kolkata are the biggest markets for us. In West Bengal we have Technocrat as a distributor. In Delhi we have regional distributor Spark and Rashi Peripherals in UP, Haryana and Delhi.”

Basic challenges in the market

TPV has faced challenges in its journey to growth. Atul thinks the challenges are essentially in the unbundled market. He feels the growth in the unbundled market is slow whereas he is hopeful about the CCTV deployment and its growth.

“The unbundled market is growing but in a slow process and there is a decrease in the demand for the assembled PC. Simultaneously CCTV deployment is helping to maintain our position in the market. From hospitality to retail CCTV is being deployed. The market has been changed slightly due to this deployment. The market would have gone down very drastically, but due to CCTV applications, the market has not gone down that path. As far as the professional display solutions are concerned, in the current eco system the Smart City projects and government skill developments and a lot of use cases are now coming up. And the market is increasing by about 10 - 12% year on year and that is where we are focusing on”, Atul concludes.