Obsolete by tablets, computers revived by Covid-19

During the 2000s, some of the most powerful brands stopped producing computers. The development of multitasking phones and, most of all, tablets has led to the “obsolete” of these devices. But the health crisis, with its sequence of confinement and teleworking, has redistributed the cards.


The French, like what happened elsewhere on this planet, went way back Buying computers, especially laptops. Very quickly, brands adapted. Specialists (Acer, Asus, Lenovo, HP, etc.) were loyal to the position but We’ve seen ghosts or newcomers arrive.

The interface of Samsung computers, running Windows 11, will be very familiar to users of Galaxy smartphones. It is no accident. sound picture

Samsung stealth. The Korean giant stopped marketing its computers in France and several European countries in 2015. Then the clip was no longer strong enough. Return has nothing to do with improvisation. The brand was reinvested in Germany and Great Britain in 2021, this year it was France and Spain’s turn.

If to meet strong market demand, Samsung also has another idea in mind
: Create a Connected Experience around Galaxy Smartphones (See elsewhere). The computer was precisely the missing piece.

Some manufacturers are talking about
Some manufacturers talk about “1 + 5”: smartphone, PC, headphones, as here, as well as a connected watch, tablet and TV, all of which exchange and share information. sound picture

Another brand peculiarity, Definitely “excellent” showPrices for the machines range from $799 to $1,699. and features accordingly.

How do you stand out from the competition?  Sur ce pavé tactile d'un ordinateur Huawei, le geste (de haut en bas, de gauche à droite...) et la zone (tout à gauche, tout en haut...) commandent une action spécifique (modifier le volume, contrast...).  sound picture
How do you stand out from the competition? Sur ce pavé tactile d’un ordinateur Huawei, le geste (de haut en bas, de gauche à droite…) et la zone (tout à gauche, tout en haut…) commandent une action spécifique (modifier le volume, contrast…). sound picture

Huawei is placed in the same high-end category. Great endings and, again, useful and effective interactions between the brand’s devices. Perhaps with another hidden ambition: Lure customers to use computers to bring them back to phones Intricately because they are deprived of the world of Google Android.

Huawei recalled its strength at the Barcelona fair: the brand occupied, by far, the largest podium, in the booth closest to the entrance.  sound picture
Huawei recalled its strength at the Barcelona fair: the brand occupied, by far, the largest podium, in the booth closest to the entrance. sound picture

Among the “beginners”, realme or Nokia, the purpose is the same but the story is different. Either way, it’s about providing well-made machines, designed for everyday needs and lasting, without breaking the bank.

Nokia PCs are in keeping with the brand's ethos: they're well made, sturdy, durable, and aesthetically distinct (especially in blue or red!).  sound picture
Nokia PCs are in keeping with the brand’s ethos: they’re well made, sturdy, durable, and aesthetically distinct (especially in blue or red!). sound picture

For realme smartphone manufacturer, it is also the desire to develop an ecosystem around its phones. For Nokia, a young French company, Off Global, is responsible (see the opposite).

It remains to be seen how long this renewed enthusiasm for computers will last.

Ecosystem, the new obsession of the electronics industry

In telephony, Apple “weighs” about 1/5 of the market but takes back 80% of the profits! It is in addition to the exorbitant margins that the Apple brand has created a very profitable concept: the ecosystem.

PC is an extension of the smartphone and vice versa;  The connectivity experience that Samsung also offers to integrate your TV, oven, washing machine, etc. into this network.  sound picture
PC is an extension of the smartphone and vice versa; The connectivity experience that Samsung also offers to integrate your TV, oven, washing machine, etc. into this network. sound picture

The iPhone is the heart of the device. Anyone who plunges into this universe will necessarily want to buy a computer, tablet, watch, headphones, etc. Jackpot win!

All manufacturers dream of doing the same thing. But Apple has a big advantage: its software isn’t shared with any brand. On the contraryIn the Android world, why buy all devices of the same brand when manufacturers share the same operating system?

Every company has their answer, but it’s always about offering features that are available exclusively between two devices of the same brand. In the Huawei booth at MWC, you can watch a TV showing a physical exercise program offered by the device, while at the bottom of the screen the user’s physiological constants, captured by his connected watch, are displayed.

Huawei, during the Barcelona presentation, insisted on the importance of communication between devices, from home and the office.  sound picture
Huawei, during the Barcelona presentation, insisted on the importance of communication between devices, from home and the office. sound picture

At Samsung, the new PC interface is designed to be very familiar to owners of Galaxy smartphones. The exchange of information is very fluid.

However, the idea of ​​the ecosystem includes proposing a whole set of devices. It’s handy for a giant like Samsung, who can even integrate their home appliances. It’s more complicated for brands that have until now been a single product: the reason why realme and others have entered the PC market.

Nokia computers French story

It only takes a little to change fate. In the early 2000s, the big names in telephony were Blackberry and Nokia. Until Apple invented the 100% touchscreen iPhone. The Canadian and the Scandinavian did not believe in the future of this technology. Blackberry does not exist at all today, Nokia has completely reorganized its activities.

Off Global has sought (and previously found) the exact balance point between an affordable machine and a durable product.

Nokia phones, like tablets, are now produced and distributed under license from the Finnish company HMD.

For the highly anticipated arrival of Nokia laptops to the market, it was a young company from Leon that won the Boom Boom Award (and above all the licence): Off Global. It is an offshoot of non-financial and participatory finance.

Behind the arrival of Nokia computers in 22 countries, a young company from Lyon.  sound picture
Behind the arrival of Nokia computers in 22 countries, a young company from Lyon. sound picture

Off did not obtain this license for France but for 22 countries. Contrary to what one might imagine, even fear, these computers will not be machines bought “off the shelf” in Asia and renamed Nokia. Thibault Luc, Director of Marketing and Communications, explains that PC hardware is designed (design and components) in-house, before being commissioned to manufacture to partners in China, then distributed and then followed by the young Unis imaging program.

family machines

Follow-up goes a long way: the team includes four after-sales technicians based in Lyon, and product repairability is one of the brand’s strengths.

But not the only one. sought off global (and probably found) the fine point of balance between an affordable machine and a durable product: ” We are using Intel Core i3 chips but 12th generation. It has just been submitted. These chips are more efficient than Core i5s of previous generations. They will allow the machine to handle most household and professional tasks of the family for several years.

Distribution of the machines will begin in May. Two computers will then arrive in stores: Nokia PureBook Pro (for productivity) 15 and 17. The first with a screen of 15 inches, that is, 38 cm diagonally, and the second of 17 inches or 43 cm, respectively, priced at 699 euros and 799 euros.

Leave a Comment