Choice Never Hurt Anyone - Except When Buying a Laptop

There are a number of reasons why PC sales continue to fall, but perhaps one of them is the fact that buying a new computer is incredibly confusing. There are a huge number of brands competing for your attention, with a number of different models that are indistinguishable to most people. And within these models, the amount of customisation that is available makes buying a PC a real challenge - you need to get someone who lives and breathes this world to act as your guide and help you make your purchase.

PC makers such as HP, Dell, Lenovo, and many others are competing to be the number one company, and these brands have almost flooded the market with models, which makes it very hard to choose the 'best' one.

There are tonnes of customisation options on which potential buyers can burn their fingers to get that 'best', device but to what extent? Should there be a limit to PC customisation? Don't the multiple options for a single model confuse the first time buyers? Who wants to spend all their time sitting and looking at customisation options for computers that are almost entirely the same anyway?

The OEMs don't seem to think that this is a problem. Dell, for instance, believes that the requirements of users are extremely dynamic in nature, which necessitates the big line-up. "Customers who are used to seeing full-HD/ 4K display on their televisions are also expecting the same from their PCs," says Alen Jose, Product Marketing Director, Consumer and Small Business, Dell India. "The same is true for data storage as well, with 1TB storage being the norm on PCs with a constant upward trend. PCs being sold today are technologically far more advanced than what was available 5 years back. Hence the need for constant innovation and customisation."

(Also see: PC Sales Slump for Sixth Consecutive Quarter: Gartner, IDC)

Regardless of whether or not you agree with that statement, it doesn't really answer why Dell has over 500 different laptops listed on Flipkart, of which 171 are between Rs. 30,000 and Rs. 40,000.

"In today's computing era, there are consumers for each segment offering. This customisation helps to address the specific needs," says Peter Chang, Asus Region Head - South Asia & India Country Manager, "However, for a normal user, a QHD display might not be that important and hence can go for a FHD variant which will cost lesser. Having too many variants might not justify as a solution for consumer needs, but being close to the right number of variants is possibly the best resolution for this."

Chang is saying that the manufacturers should rationalise the number of options available to a manageable level, but Asus has 1,430 laptops on Flipkart, of which 316 are priced between Rs. 30,000 and Rs. 40,000. If you're looking to buy a laptop for a college student, are you going to dedicate a week to figure out which of these 316 laptops are worth your money? And that's after narrowing down to a single brand.

For most customers, that's not really a great option. If computers are sold in this way, then won't they be appealing only to a few enthusiasts, and of course, corporate IT departments? So why is anyone still surprised that Apple is one of the only brands that's growing in the PC market? When it comes to Apple, there are only 23 laptops to choose from on Flipkart.

The problem is that the brands recognise this, but talk about niche appeal instead.

(Also see: Acer Launches Predator Laptops, Monitors, and Projector in India)

When asked if keeping two or three variants of a laptop would make it simple for buyers, S. Rajendran, Chief Marketing Officer, Acer India says: "Yes of course it does, but then, one must also keep in mind the market demographics and target audience. And the niche nature of appeal some other brands have which is on the non-Windows platform."

"Gamers require super powerful graphics module laptops, executives/ regular travellers look for light-weight devices, the majority of students require all features enabled on their laptop within their budget, whereas the 2-in-1 convertibles are for people looking at multi-usage modes," he adds, coming back to defend the idea that PC makers need to put together a buffet table instead of focusing on a few good choices.

"Anyone who has a need for a laptop for any specific purpose will buy one meeting his requirements," agrees Anurag Arora, Consumer Category Manager HP India. "We are a consumer centric brand so we want to have offering for both the latest technology seekers and the affordability seekers."

With 2,941 laptops listed online, and 1,019 in the Rs. 30,000 to Rs. 40,000 bracket, it's not surprising that HP is taking this stance. The message we're getting from these conversations paints a grim picture for anyone who needs to buy a new computer - unless they have the budget for an Apple machine. PC makers need to learn that less is more; because right now, shopping for a laptop is next to impossible.