The why of workstations

IN CONVERSATION

Experts say workstations must not be confused with desktop PCs, though the line between the two has got seriously blurred. Nitin Sethi , country manager (Workstation), Personal Systems Group, HP (India) tells Business Standard it's time that PC users graduate to workstations, and explains why and how HP intends to make this happen.

The workstation market in most Asia-Pacific countries, barring Japan, continues to be in a nascent phase. Is HP's marketing strategy geared to make the most of the growth opportunity in India?

India has entered 2006 with a lot of promises. The country is fast gaining ground internationally in IT. If the western world has considered workstations as a tool to create designs, emerging countries like India need to realise that workstations are an enabler to deliver high-end services and solutions. HP intends to capture the domestic workstation audience from the manufacturing, telecommunications, media, life science divisions, architecture, engineering and financial institutions. All these sectors extensively use computer-aided design, engineering, video and audio web content creation, medical imaging, scientific modeling and high-end mathematical, statistical, and financial analysis applications. You cannot expect traditional business desktop PCs to accomplish all this effectively.

How does HP see the workstation market shaping up?

HP sees itself getting into liaisons and partnerships in almost 10 key segments that will leverage its position further. Identifying key applications, based on the specific sector (like telecom or engineering), we would partner with software vendors who provide niche applications. Like partnering with a web content provider, for example, to penetrate the media and publishing sectors. This way, we can find our way straight to our users.

Workstations are gaining share vis-à-vis desktops in India. Will bigger volumes reduce workstation prices?

Certainly. You can't really sell a product in India that's not worth its weight in salt. A desktop PC starts from Rs 40,000 and so does a basic workstation. This tag goes to Rs 1 lakh and above depending on additional hardware and software loaded on the machine.

Distinguishing between a PC and a workstation isn't getting easier. And HP sells products in both segments. Won't pushing workstations cannibalise your PC business?

I don't see that happening, not yet. But I do see that the two segments, PCs and workstations, coming face-to-face. Then, the option would be the customer's to opt for the machine that best suits his requirements. In the end, it boils down to performance. Today, it's not fair to compare a workstation with a desktop PC.