By Claire Reilly
Toshiba is citing a plateau in notebook sales as one of the key reasons it is pushing into the premium space, with a new range of “game-changing” Ultrabooks that it says will offer a “new level in luxury computing”. Unveiled at a launch event in Sydney today, the Toshiba Kira range — Japanese for ‘shining light’ — is targeted towards aspirational purchasers and is set to be matched by an equally high-end retail campaign.
At the launch, Toshiba Australia managing director Mark Whittard did not dwell on intricate technical specifications for the four new Kira Ultrabook models — or ‘Kirabooks’ as he called them — instead choosing to focus on the range’s position in the retail space.
“Kira is positioned at the most discerning user,” he said. “It’s uniquely crafted from high grade materials, engineered with the latest technologies and it embodies all of Toshiba’s heritage. We went to our engineers and said, ‘If you could build the best notebook computing platform, what would you do?’.”
According to Whittard, those engineers came back with features such as Harman Kardon sound systems and a 2,560 x 1,140 Pixel Pure HD display, as well as 256GB storage and 8GB memory across the range. The four models in the range vary in weight, processing power and touchscreen capabilities, though all feature a brushed magnesium alloy body with an internal honeycomb structure designed for durability without excess weight.
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Accompanying this drive into the premium Ultrabook space is a new monochrome strategy towards retail — new sleek and minimalist black packaging and a “white glove” sales service to accompany the product.
“It’s all about the end-to-end experience when [consumers] buy this product — they see it on the shelf, it inspires desire,” said Whittard. “It’s inspirational just in its packaging. You have to market things differently, it’s a dog eat dog world out there, so little things sometimes make a big difference.”
Toshiba will also be offering a two-year premium worldwide warranty with two years of phone hotline support with the aim of building a high-end experience for “discerning” customers and thereby building brand loyalty.
“Our intention is to keep Kira customers for life, and to give them the next inspirational product when they’re ready to change over,” said Whittard.
With the launch of the Kira range, Toshiba is also keen “to take more control” of the way the product is delivered to consumers, according to the company’s MD.
“You’ve got to educate the retailer, you’ve got to educate the rep on the shop floor, you’ve got to pull it out of the clutter of all of the computers along the computer table and put it out on its own.
“That box is an example of the point-of-sale of Kira that you’ll see in store. And then what we’re going to do is put as much information and material on that point of sale, so the customer can answer a lot of the questions themselves by simply walking out, touching and feeling and reading about the product.”
While Toshiba hopes to stand out on its own on the shop floor with the new Kirabooks, plans for a dedicated Toshiba store — akin to the shopfronts opened by the likes of Apple and Samsung — may be still a while off. Whittard admitted that the brand had “absolutely” looked into the concept, but would only go it alone “if it makes sense”.
“Never say never,” said Whittard. “It’s an investment and you’ve got to look at the return on investment — it’s not cheap to go into premises, particularly in CBDs. [It’s a matter of] whether the Toshiba brand can justify and stand alone as a store, or whether we’re better off sitting in a store-in-store concept.
“We’re looking at store-in-store concepts, we’re looking at kiosk concepts, we’re looking at store concepts.”
The Kira is available now from major retailers, starting at RRP $1,799 for the entry-level model and going up to $2,199 for the top-of-the-line Ultrabook.
The Kira Ultrabook.
At launch today, the Magnesium alloy device was surrounded by suitably zen displays.
New signage promoting Toshiba's "precision in every detail" tagline. (The magnifying glass can be used to read the tiny words which form the shape of the computer's shadow).