While technology continues to evolve, the direction it evolves in is no longer being driven by pure innovation, but by consumers themselves. With new advances in consumer technology such as mobile phones, convertible PCs, wearables and virtual reality available to choose from, we see technology users acquiring an understanding of how different devices cater to unique usage patterns. Users are also increasingly demanding sleeker form factors, and more intuitive technology.
For India to become a digital economy, it will need to strengthen its foundation. We also applaud the government's focus on electronic manufacturing and appreciate policy measures taken under 'Make in India'. But for this to happen, it is imperative to develop a local component manufacturing ecosystem that will help reduce the cost of technology on devices like desktops and notebooks and also provide necessary export incentives with a vision to make India a global hub for electronic manufacturing. Such measures will help India become a competitive destination for manufacturing and attract local component manufacturing, thereby bringing in more investments, generating employment, rationalizing trade imbalance and increasing revenue for the government.
Dell is working towards making technology more intuitive. As technology solutions become increasingly complex, we aim to make the interface for technology, simpler to use. Innovation in form factors and usage specific features and accessories, are a result of the effort to cater to a multitude of unique consumer needs. With the vision of becoming the 'Brand of Choice' in not only Tier 1 and Tier 2 markets but also in Tier 4 and 5 markets, our Dell Exclusive Stores (DES) give our customers the opportunity to interact with the brand and get a first-hand experience with our consumer products.
Dell as a brand is continuously driving efforts to be seen as a trusted partner. We strongly believe that our customers are our true brand ambassadors. We are seeing that in Tier 3 to Tier 5 cities and towns, the number for first-time buyers of technology is growing. These consumers are looking for a brand that will help them in their maiden technological journey. Another best practice is our policy of listening and responding to our customers. We currently have an on-site service footprint in 30,000 pin codes across the country.
We recently launched a new pan India initiative in June 2016 called 'Dell Aarambh' with the objective of increasing PC access and adoption. The year-long project aims to reach 1 million students and 1,00,000 teachers across 5,000 schools; and 2,00,000 parents in 75 cities across the country. In a larger context, PC adoption can enable the nurturing of digital citizens who will serve as the building blocks for a rapidly developing Digital India.
