GITEX Computer Shopper 2004 showcases new range of technology for women

In keeping with the trends in other global markets, blue-chip manufacturers from Sony and Fujitsu-Siemens and Nokia to HP scramble to provide women with the most aesthetic and functional products. Many of the new products debuting at GITEX Computer Shopper 2004, for example, are aimed specifically at women to reflect their technology priorities.

Every year increasing numbers of women are participating and attending both GITEX and Computer Shopper. This year, specific initiatives have been undertaken for this growing segment. A concerted effort is being made to draw women in by showing them the technology that can enhance their lives, created with them in mind, and to provide them with an entirely different sales and IT learning experience.

What exactly are women looking for in terms of technology? To a large extent, it depends on their careers. Across the board, regional industry watchers say, hot sellers for women include laptop computers, digital cameras and wireless mobility devices that enable them to work on the go or work remotely.

Demographics also play a key role. Women below 30 grew up with technology, and are more likely to be familiar with changing technology and unafraid to ask for exactly what they need. Women with families and households are more likely to look for home solutions, from high-definition televisions to home networking options, while executive women looking for a balance between work and a social or home life may seek out the lightest, most durable and capable laptops.

The Cosmos outlet in Dubai is definitely seeing more women being pro-active when it comes to consumer electronics.

"Women are not as intimidated by technology as they were before, probably because computers are now common household items and the digital lifestyle is becoming the norm," said P M Nankani, General Manager for Marketing for Cosmos. "Technology has definitely become an equal opportunity field for men and women, but women are still a huge and underserved market in this industry. The GITEX organisers decision to encourage women's participation is a step in the right direction, and we on the retail side have a responsibility to make women more aware of technological advances."

Aesthetics and functionality are top priorities in women's tech purchases, Nankani explained, and younger women in particular are no longer afraid to ask technical questions or seek out a product that fulfills their particular need. With laptops, for example, women are likely to examine the layout of the keyboard to see if it is easier on their smaller hands, and are more likely to consider its weight, size and clean design.

During Computer Shopper 2004, Cosmos will be showcasing two products women are sure to enjoy: the new five megapixel Konica-Minolta XG 50 digital camera, and an entirely new range of Sharp Aquos LCD flat screen TVs known for their fluid style.

They will also offer the new Fujitsu-Siemens notebook, a lightweight but immensely capable laptop ideally suited for students and executives on the move.

In 2002, 58 percent of women surveyed by the Consumer Electronics Association said they would choose a high-definition television over a one-karat diamond ring. Another 64 percent said they would choose a digital camera over half-karat diamond stud earrings. In the same year, more than 20 percent of women owned a laptop computer, more than 60 percent of women owned mobile phones, and 58 percent owned a handheld music device. Exhibitors at Computer Shopper are gearing up to replicate this trend in the UAE and Middle East.

Many retailers are bringing out the latest and best in the top-selling women's tech categories: mobile audio systems, digital imaging systems, home networking solutions, wireless devices and sleek storage solutions. Cellucom, for example, is launching the new Nokia 9500 and Nokia 2620 cell phones, as well as new offerings from Pantech and Sony Ericsson. Other hot buys include the Samsung T500, Siemens SL55 and Motorola 3550.

The iPod mini, a sleek and slender version of Apple's digital music player, and the iRiver N10, an mp3 player weighing 27 grams and slim enough to wear as a pendant necklace, are expected to be the hot sellers in the portable music category.

New wireless devices like the Personal Digital Assistants from Palm and iMate will also be on offer, alongside household-focused technology such as network cameras that can be remotely monitored by parents over the Internet.

Future World, a Dubai-based retailer, hopes to net significant interest from women executives for its all-new steel and leather mobile flash disks, far more upscale and trendy than the plastic-sheathed ones currently in the market. Women will also be catered to by a variety of other companies - training giants Compubase, for example, will offer their best Microsoft and other training programs; software giants Software Mart will line up a variety of software aimed not only just at women but also for their children and homes.

The sales experience also plays a key role in encouraging women to use and buy technology products, retail analysts say. Too often, salespeople ignore or brush off women's concerns or enquiries, preferring instead to talk to men who are perceived as being more tech savvy.

Jumbo, one of the UAE's largest multi-brand retailers, has addressed this area of concern in time for next month's GITEX Computer Shopper by orienting their sales staff to 'feature' selling based on the needs of the shopper and not on the basis of gender.

"Technology has always appealed to women in this region, but it hasn't been targeted in the right way," said Kiran Chhabria, Director, Marketing and Communications, Jumbo Electronics. "It's definitely a misconception that women are not interested in technology shopping, in fact the conversion rates of customer walk-ins to sale are much higher in the case of women. Even though the numbers of actual women purchasers may not be very strong in women above 40, it's still those women who control the household purse strings, so investing in their relationship with technology is a sound business decision."

The Jumbo stand will feature products from the many brands that have consciously nurtured a relationship with the tech savvy and style conscious women of the region, she added. "Women can expect great offers on Palm devices, mp3 players, phones and a huge range of laptops from our stand," she said.

Retail giants Plug Ins Electronix also have a secret stash of new women-friendly technology in their arsenal for Shopper. Representatives from the outlet say sleek digital cameras from Panasonic and Sony; lightweight, slim and Intel Centrino-equipped laptops from Toshiba, Sony Vaio and HP; PDAs and the newest cell phones will be on offer at their stall.