Japanese who buy a DVD drive notebook even though "I do not use it even if there is"

"We go back around 2018 to explain why modern PC is important."

日本マイクロソフト　執行役員 コンシューマー&デバイス事業本部 デバイスパートナー営業統括本部長の梅田成二氏にモダンPCについて尋ねると、2018年当時を振り返ることから取材はスタートした。

In terms of personal market appeal by modern PCs, it is explained in detail in an interview with Mr. Taro Hiyama, Executive Officer of Microsoft, Japan Microsoft, published in Katsuyuki Ogawara's "Person industry, Touho West Run" in May 2019 ("modern."Japan Microsoft aims to revitalize PC market for individuals in the appeal of PCs).

Since the stance of Microsoft Japan has not changed since this time, there is a part that overlaps with this interview, but this time I tried to see why I was particular about the keyword modern PC.

Mr. Umeda said, "The replacement cycle of Japanese consumer users, which was revealed in 2018, tends to be prolonged."

If you add it just in case, the consumer user I wrote here is a PC Watch reader, "Do you know your PC? Which one should I buy now? I'm a PC at all.I'm not familiar with it. "The point is everyone who is not a PC enthusiast.

It has been revealed that the replacement cycle of PC enthusiasts who are not PC enthusiasts has been prolonged as of 2018.

"Speaking of 2018, four years have passed since the end of the Windows XP support ending in April 2014, and it was a time when PC demand could be upwards. However, the Japanese market is for commercials.Although he was a little up, the consumer market was still falling down. Why are you so depressed? I decided to investigate the cause. "

The survey revealed that the PC replacement cycle of Japanese consumer users has been prolonged.

"According to the Cabinet Office's survey, a number of seven years has appeared. For commercials, it is said that the lease period is 5 years, but consumer users often do not buy a new one until the PC is broken.

In the past, there was a flow of replacing the new OS and the new CPU release, but it seems that many users who use the Windows 10 and Core I series do not buy them until the PC is broken. "

It is said that the product selected by many PC users in Japan is more special than other countries, as the problem has been prolonged.

"In Japan, a 15 -inch display and a notebook PC with a DVD drive had been sold. Manufacturers for Japanese users are also launching a PC with the latest functions equipped with a light, light touch function.Regardless of, in the consumer market, PCs that have no major functional changes are selling. Why? I decided to delve into the factors. "

After digging into the cause, it became clear that there were multiple special factors unique to Japan.

One of the factors is a PC -use scenario for Japanese consumer users.

"The user scenario that uses a PC has not changed the Japanese users since five years ago. It turns out that it has only been used. E -mail, browsing, storing photos and changing from around 2000.There is no.

Overseas, the use of Excel, searching for jobs, gaming, and even children can use school homework on a PC.Many Japanese consumer users did not use such new ways. "

One of the special factors unique to Japan is the number of mass retailers in Japan.

"In countries other than Japan, there is one company, which is a mass retailer. In comparison, Japan has a large number of mass retailers and has a large number of PC manufacturers. A major mass retailers have about 250 models.PCs are lined up in stores. In this case, the manufacturer will be a mass retailer shelf. The customers who visit the mass retailer are in a situation where they do not know which product to choose. "

The large number of models on this PC is symbolic compared to the Mac section.Since the number of models on display is narrowed down, choosing a model to be purchased is not as difficult as Windows PC.Windows PCs, which have more than 250 models at stores, seem to be confused even if they do a preliminary investigation and go to the store.

"Even if you compare the products at the store, you do not know which one to choose. Even if you listen to the product explanation, you do not know. In such a case, the use of the functions displayed in the store is summarized ○/////× Table. If you look at the comparison table, it seems better to choose a product more than the function. "

The representative of the choice of such "it is better to have many functions" is "DVD drive".

According to Microsoft's survey, it seems that many people have never used a drive for seven years after purchasing a PC, but still, "Do you want to buy a model to be installed?If you buy two, "do you buy?"

"As a result, a cycle of DVD drive and HDD -mounted models are selected. DVD drive, HDD, thin and light latest PC with SSD is out of choice.

As a result, I chose a PC that was not much different from what I purchased before, and there was no surprise even if I replaced it, and a bad cycle was completed.

Many people go to the PC counter once every seven years.When I went to the PC section for the first time in a few years, I said, "Is the latest PC like this!I want you to be surprised.Umeda recalls, creating an opportunity to get the latest PC, which is a factor in developing a campaign to appeal to modern PCs in Japan.

At a press event about a modern PC held by Microsoft in Japan in November 2019, it is convinced that Mr. Umeda appealed on a modern PC.