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Executive Summary

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The laptop market has been continuously growing by more than 50% year-on-

year since 2005. Rugged laptops are a completely new concept to India.

India's personal computer market is undergoing a major transition. Rugged

laptops are most beneficial for the industries who need devices under harsh

environmental conditions. Ruggedized mobile computers are designed to

operate under challenging conditions, exposure to extreme temperatures,

drops to concrete and interference from other radios. Ruggedized computers

last much longer and have considerably lower failure rates compared to the

normal laptops. In other words, Mobile computers include wearable, handheld

tablet PCs. The verticals do face losses due to non ruggedness of the laptops

which makes the use of these devices obvious. It not only includes the

financial losses occurring due to the loss of the laptops , but the losses which

have the most devastating effect are the loss of data and other information

which can be vital for the company.

Toughbooks have a very niche market. Due to this, the marketing techniques

used by commercial laptop companies in the market cannot be put to use.

Toughbook as a brand entered the Indian market in 2005 after conquering the

world rugged laptop market. It does faces some competition from the otherlaptop manufacturers in the Indian market but enjoys the first mover

advantage, what it has to fight is the ignorance and the lack of knowledge

about the product.

Panasonic is known for its Toughbook world over and has global market

share of 74 percent in the field of rugged mobile computing. Panasonic has

outsourced its Toughbook distribution in India to Third Wave Exim. Third

Wave Exim presently has offices in 5 cities namely Mumbai, Ahmadabad,

New Delhi, Pune and Bangalore. Third Wave Exim also undertakes personal

selling in institutions and product promotion activities to support their

distribution network. All the media and paper advertisements contain the

reference to their premium partner and whatever sales are made due to the

efforts of Third Wave staff are also made through one of their premium

partners.

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The study is focused on Panasonics company profile as well as its armed

distributor in India. Also, the second part of the report focused on what are the

product requirements of Third Wave Exims potential customers in the

different areas as far as rugged laptops are concerned. The main aim of the

project was to understand Panasonic as an organization. This helped not only

in understanding the way Panasonic operates, but also brought out the

various practices followed by the organization in order to be successful

worldwide.

The second part of the study specifically focused on the introduction of

Toughbooks to the different verticals Karnataka State government. It focused

on finding the level of awareness in the Indian market on the rugged laptops.Also, the later part of the study focused on finding which features are

considered an important part of mobile computing in the different verticals.

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Chapter-1

Industry Overview

1.1 Ruggedized Computers Industry

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In this era of modernization, almost every possible field uses computers for

their day-to-day applications. Today computers form an integral part of any

business. Mobile computing devises are playing a greater role in business like

never before. Reliability plays a very important role in mobile computing as

the chances for any kind of damages are very high. Valuable data on a mobile

computing device if lost can cause huge losses to the company.

Companies operating in industrial and harsh commercial environments

consider implementing ruggedized mobile computers to lower the cost of

owning mobile devices. Ruggedized mobile computers are designed and built

specifically to operate under challenging conditions, enduring particulates and

liquids, exposure to extreme temperatures, drops to concrete and interferencefrom other radios. Able to withstand these extremes on a daily basis,

ruggedized computers last much longer, have lower failure rates and

therefore have a much longer replacement cycle than commercial grade

devices.

Usually rugged laptops come with superior communication capabilities. This is

again done keeping in mind the remote locations the laptops might have to

function in. the laptops are also compatible with high end satellite phones so

as to enable communication from the remotest parts of the world.

Ruggedized laptop computers were designed to be much more reliable in

extreme conditions. Ruggedized computers are designed to be fault-tolerant

under adverse operating conditions. Their designs may include shock, dust,

and moisture resistant features. They may be designed to withstand

temperature extremes. Most of these products have been designed for the

military and law enforcement markets. Other markets using ruggedized mobile

computers include shipping, transportation, and geologic exploration. Few if

any ruggedized mobile computers have been designed for health-related field

data collection.

1.2 Rugged laptops

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A rugged (or ruggedized, but also ruggedized) computer is a computer

specifically designed to reliably operate in harsh usage environments and

conditions, such as strong vibrations, extreme temperatures and wet or dusty

conditions. They are designed from inception for the type of rough use typified

by these conditions; commercial units upgraded for this purpose make poor

substitutes. In general, ruggedized and hardened computers share the same

design robustness and frequently these terms are interchangeable. The

difference between the two terms is that hardened generally refers to

computers that can withstand a bit more shock and/or more adverse

environmental conditions.

When used by mobile employees, devices are in constant, heavy operation.Theyre often dropped and knocked, subjected to vibration, and exposed to

dust and rainconditions that will quickly reveal any vulnerability. If dropping

a mobile device on a hard floor causes sudden failure in a mission critical

application, the consequences can be disastrous. Moreover, light-duty

devices arent likely to stand up to hard use in the environmental conditions of

warehouse, delivery truck and outdoor use for long. Thats because these

devices arent designed for continuous dutyor to provide high levels ofwear, water, dust and shock resistance.

According to the Total Cost of Ownership (TCO) model which includes all

costs associated to the device over its lifespan, from acquisition to disposal,

it was reported that the total cost of ownership annual savings is up to 17%

in Field Profession applications and up to 32% in Supply Chain applications

for rugged hardware deployments. Consequently, even thought the purchase

price of a rugged device is often higher than a commercial device, it is usually

money well spent in the long run.

Common reasons for choosing rugged devices over commercial handhelds:

1. Ruggedness/Environment is too harsh for commercial grade

2. Sustainable increase to productivity

3. Lower TCO (Total Cost of Ownership)

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There are various standards that determine how rugged a laptop is. They are

as follows :-

1.3Standards of ruggedness

MIL-STD-810

The MIL-STD-810 series of standards are issued by the United States Army's

Developmental Test Command, to specify various environmental tests to

prove that equipment qualified to the standard will survive in the field. The

current revision, as of 2006, is revision F, issued January 1, 2000,

superseding revision E from 1989. The under, and different methods test for

different things.

For Instance:

MIL-STD 810E Method 500.3 Low Pressure (aka Altitude testing)

MIL-STD 810E Method 501.3 High Temperature (Both storage and

operating)

MIL-STD 810E Method 502.3 Low Temperature (Both storage and operating)

MIL-STD 810E Method 503.3 Temperature Shock (How well does the device

handle going from high to low temps, and back)

MIL-STD 810E Method 506.3 Rain (How does the device do in wind blown

rain)

MIL-STD 810E Method 507.3 Humidity (Can the device handle high

Humidity)

MIL-STD 810E Method 508.4 Fungus (device is exposed to warm moist air in

the presence of Fungus to see if it grows on the device)

MIL-STD 810E Method 509.3 Salt Fog (does the device rust/fail when

exposed to salt fog)

MIL-STD 810E Method 510.3 Sand and Dust (how well does the device work

when exposed to sand and dust)

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MIL-STD 810E Method 511.3 Explosive Atmosphere (does the device create

enough sparks/etc to cause an explosive atmosphere to blow up)

MIL-STD 810E Method 512.3 Leakage

MIL-STD 810E Method 513.4 Acceleration (constant acceleration)

MIL-STD 810E Method 516.4 Shock (either Shock Response Spectrums, or

Triangle/sine/square wave shocks) - also transport shock

MIL-STD 810E Method 519.4 Gunfire Vibration

MIL-STD 810E Method 520.1 Temp, Humidity, Vibration (Traditionally sine

wave (pre D) - later random vibration - combined with Temp testing)

MIL-STD 810E Method 521.1 Icing, Freezing Rain (what the device sounds

like)

IP (INGRESS PROTECTION)

The IP Code defined in international standard IEC 60529 classifies the

degrees of protection provided against the intrusion of solid objects (including

body parts like hands and fingers), dust, accidental contact, and water in

electrical enclosures.[1]It consists of the letters IP (for "international protection

rating"[2], sometimes also interpreted as "ingress protection rating") followed

by two digits and an optional letter. The standard aims to provide users more

detailed information than vague marketing terms such as "waterproof".

The digits ('characteristic numerals') indicate conformity with the conditions

summarized in the tables below. Where there is no protection rating with

regard to one of the criteria, the digit is replaced with the letterX.

For example, an electrical socket rated IP22 is protected against insertion of

fingers and will not be damaged or become unsafe during a specified test in

which it is exposed to vertically or nearly vertically dripping water. IP22 or

IP2X are typical minimum requirements for the design of electrical

accessories for indoor use.

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The first digit indicates the level of protection that the enclosure provides

against access to hazardous parts (e.g., electrical conductors, moving parts)

and the ingress of solid foreign objects.

Leve

l

Object size

protected againstEffective against

0 No protection against contact and ingress of objects

1 >50 mm

Any large surface of the body, such as the back of a

hand, but no protection against deliberate contact

with a body part

2 >12.5 mm Fingers or similar objects

3 >2.5 mm Tools, thick wires, etc.

4 >1 mm Most wires, screws, etc.

5 dust protected

Ingress of dust is not entirely prevented, but it must

not enter in sufficient quantity to interfere with the

satisfactory operation of the equipment; complete

protection against contact

6 dust tightNo ingress of dust; complete protection against

contact

Table 1.1

Protection of the equipment inside the enclosure against harmful ingress of

water.

Leve Protected Details

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l against

0 not protected

1 dripping water Dripping water (vertically falling drops) shall have no

harmful effect.

2

dripping water

when tilted up

to 15

Vertically dripping water shall have no harmful effect

when the enclosure is tilted at an angle up to 15 from

its normal position.

3 spraying water Water falling as a spray at any angle up to 60 from thevertical shall have no harmful effect.

4 splashing water Water splashing against the enclosure from any

direction shall have no harmful effect.

5 water jetsWater projected by a nozzle against enclosure from

any direction shall have no harmful effects.

6powerful water

jets

Water projected in powerful jets against the enclosure

from any direction shall have no harmful effects.

7immersion up to

1 m

Ingress of water in harmful quantity shall not be

possible when the enclosure is immersed in water

under defined conditions of pressure and time (up to 1

m of submersion).

8immersion

beyond 1 m

The equipment is suitable for continuous immersion inwater under conditions which shall be specified by the

manufacturer.

NOTE: Normally, this will mean that the equipment is

hermetically sealed. However, with certain types of

equipment, it can mean that water can enter but only in

such a manner that produces no harmful effects.

Table 1.2

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1.4 Levels of ruggedness

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Table 1.3

There are different types of rugged computing devices .some of theme are as

follows :-

1. Notebooks

2. Ultra mobile PCs

3. Handheld computing devices

4. On board computing devices (fixed in vehicles )

5. Tablet PCs

6. PDA

7. Luggable /lunchbox

8. Sub notebook

9. Wearable

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1.5 General features of rugged computing systems

Shock mounted LCDs and hard drives so as to withstand situations in

which the computing devices have to take lots of vibrations and pressure

Electronics are more firmly secured in the computing device so as to

withstand drops from heights and also withstand high vibrations

More gap between the LCD and the keyboard so as to enable it to

withstand pressure applied on it. In non rugged computers pressure on the

body would cause the LCD to crack.

Keyboards are sealed to protect the computing device from moisture and

dust. This enables the laptops to be used in the rain and in dessert

conditions

Ports are sealed so as to protect it from moisture and dust

The outer body of the computer is made of extremely hard and light

material such as magnesium alloy, carbon fiber, and titanium.

The screens are built to be outdoor readable. This is very vital for those

using computing devices in the field.

Superior batteries which have a very long life and can be charge using a

power sources such as car batteries

Touch screen displays so as to enable operation even with one hand.

Wireless communications for mobile applications. These computing

devices usually include built in GSM, CDMA, GPRS, EDGE. These

computing devices can also be connected via satellite phones so as to

enable communications from the remotest locations

These laptops usually comply with US military standards such as MIL-810

which are the highest standards for ruggedness in computers.

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These laptops are generally costlier than normal computers. In the long run

however they prove to be much more cost effective than normal computers.

1.6 Competitor analyses

The rugged computer industry is very different when compared to consumer

market computer industry. The rugged computer industry caters for very niche

markets. Unlike the demands for in the consumer market for computer

industries the demands of various consumers at times greatly differ. Theneeds of the defense vertical may greatly differ from the automobile vertical.

The manufacturers of hardware, software, peripherals are mostly unknown to

those outside the industry. Some manufacturers of rugged computers

manufacture most of the components themselves rather than merely

assemble the components in the form of a finished product. This is generally

because the quality requirements of each component that goes into a rugged

computer are very high. The big names in rugged computing traditionally have

not been Dell, Hewlett Packard or IBM. Those giants of the consumer and

business computing market generally are not in the rugged computing game

to a meaningful extent. That has been changing in recent years to some

extent as some large companies have entered the market via acquisitions.

For example, Itronix is now part of General Dynamics, Motorola has taken

over Symbol Technologies, and Dell released a rugged notebook in early

2007.

Consumer markets are all about volume low prices and new features. In the

rugged computer industry the needs are usually special and the sales

volumes are lower to normal computer industry. In addition, whereas

consumer markets are almost exclusively hardware sales, rugged and vertical

markets are often about turnkey solutions that may include custom software

application development, service agreements, and systems integration. As a

result, the sales cycle can be long, and equipment service and maintenanceassumes a much more important role. The sales cycle is especially long in the

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vertical of defense where the product has to go through rigorous testing and

long negotiating process. Thus companies have to take considerable risk in

investing on new cutting edge technology even when the sales volume is

bound to be low. The other side to the situation is that if the company enters

such niche markets successfully it stands to make huge profits.

1.7 Some of Toughbooks competitors world wide

Tablet PCs and slates Rugged Notebooks and Vehicle

MountsAcer Amrel

Averatec Andere

DRS Dolch (now part of Kontron)

Electrovaya DRS

Fujitsu Fujitsu

Gateway Glacier Computer (also resells GETAC

and DRS)GETAC GETAC

Glacier Computer Itronix

Hewlett Packard MicroSlateItronix MobileDemand

LG Electronics Motorola

Lenovo PacStar

MobileDemand Parvus

Motion Computing Siemens

TabletKiosk Talla-Tech

Toshiba Twinhead

ViewSonic VT Miltope

Table 1.4

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1.8 PEST analysis

Political factors

India is the worlds largest democracy. This is a huge advantage for the

people of India in many respects. However at times having such a

multiparty system of democracy may lead to confusion and unnecessary

delays in the procurement process.

Rugged laptops are used in verticals like defense, public safety and health

services. These computing systems indirectly help the people of thecountry. Thus the government does not put lots of constraints on the

laptops sale.

The Japanese government does not allow Panasonic to sell these rugged

laptops in the international market directly other than countries like the

USA and Britain since some of the components used to manufacture the

laptop are missile grade.

The funding for such equipment is almost abundant as the government

allots huge budget for the defense, health services and public safety. The

government is now gearing up for was of the future which will be mostly

technology driven.

Even though India has a multiparty system the government procurement

policy is not unstable. This is because the procurement decisions are in

the hands of bureaucrats who are relatively more permanent in their

offices than the politically appointed ministers.

Economic factors

Inflation in India is a cause of concern. One of the measures the

government uses to combat inflation is to cut spending so as to reduce the

money circulating in the economy. This may affect the rugged PC industry

in the short term as most of its sales are to the government.

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One of Indias greatest strengths is its IT sector. There are huge

concessions given to this industry. There is an abundance of talent in this

industry hence there is a low cost of production of IT related products in

the country. The level of IT awareness in the country is relatively higherand hence the demands of the clients are also higher.

The trade cycles in the rugged PC market are relatively longer as the

procurement procedures of the main clients namely the government are

relatively longer and more detailed than other industries. It can at times

run into years.

The rugged pc industry caters to very niche clients. This is mainly because

the products are much more costly than their non rugged counterparts.

The clients who are willing to pay such prices are those who require the

rugged features in their very specialized work environments.

Rugged PCs in India are sold through middlemen or sister concerns. One

of the main reasons for this is that some of the components used in the

Pcs are missile grade. The distribution systems in the country for rugged

PCs are in its infancy and are mostly within the last three years. Thesedistribution agencies also have a strong presence of ex-military personnel.

Social factors

Customers are usually willing to pay a huge premium for the rugged

features in the computers they procure. This is mainly because very few

companies provide such products. Among the few companies that provide

the product very few have the required certification to prove that they onpar with international standards of ruggedness. After sales service also

needs specialized engineers as its clients have very unique working

conditions and applications for its computing systems.

Brand, company, and technology image play a very important role in the

rugged PC industry. This is because the costs of the rugged computers

are much higher than the normal computers. The deal may be of very

huge amounts so the companies want to be doubly sure that they buy a

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computer from a company that has a good reputation. This is especially

true as the market is still in its infancy and word of mouth has not much of

an influence within the organizations. The only image of the company is

from the media. They at times base their decision on the basis of the size

and reputation of the parent company.

Parent companies advertise heavily abroad through all kinds of media

such as print and television. However the local countrywide distributors

have no advertising on television and print what so ever. The only source

of exposure comes from the stalls they have at various exhibitions all over

the country.

Today in India there are lot of second generation computer users. These

second generation users emphasize on reliability of the computer and not

only on the configuration. They realize the huge losses that can occur from

work stoppage and loss of stored information. They realize that rugged

laptops even though higher in costs are in the long run more economical.

Indian organizations both civilian and defense are getting more exposure.

They are involved with joint exercises and operations with theircounterparts around the world. This is extremely good for the rugged

computer industry as it is extremely popular in other developed countries.

Technological factors

There are only a few companies in this industry as the technology and

infrastructure required is huge. However among these few companies

there is stiff competition.

There is abundant research funding as there are huge profits to be made.

The profit margins in this industry are extra ordinarily high. Thus any

investment made now is bound to give huge returns. These companies are

usually part of huge parent companies like GE or Panasonic which have

huge financial muscle.

This industry has huge innovation potential as the companies are part of

huge parent companies like GE and Panasonic. These companies are

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financially strong and can hence can hire the best talent and can fund

huge R&D projects. These companies have been around for many

decades and hence vast amounts of accumulated intellectual resources.

The computer also come with various associated and dependant

technology. This is usually done by third party integration. The clients may

want equipment like PCMCIA card with synchronous slots or 1553

converters with the laptops. These equipments may be made by other

companies but have to be procured in order for the laptop to function

efficiently in the unique applications of the clients.

Chapter-2

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Company Overview

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2.1 Introduction to Panasonic

Panasonic is the one of the brands of Matsushita Electric Industrial Co., Ltd.

Matsushita Electric Industrial Co., Ltd decided to change its name to

Panasonic corporation on January 10, 2008. Under this name it sells plasma

and LCD display panels, DVD recorders and players, Blu-ray Disc players,

camcorders, telephones, vacuum cleaners, microwave ovens, shavers,

projectors, digital cameras, batteries, laptop computers (under the sub-brand

Toughbook), portable CD, analog tape decks and home stereo equipment,

electronic components and semiconductors, all of which are marketed under

their slogan Ideas for Life. Based on 2004 annual sales of electronics,

Matsushita is the largest Japanese electronics maker ahead ofHitachi. Within

the category ofwhite goods, Matsushita is the worlds largest manufacturer. It

comprises of over 600 companies. It manufactures and markets over 15000

products all round the world under brands such as Panasonic, National,

Technics, and Quasar.

2.2 History of Panasonic

Matsushita Electric Manufacturing Company was founded by Konusuke

Matsushita in 1918

Matsushita over the years

1918: Matsushita Electric Factory was founded

1927: National brand name was introduced

1931: Production of radios began.

1932: Purchased patents crucial for building radios, and disclosed the

information freely to other radio makers as a contribution to the

development of the electronics industry in Japan.

1933: Adopted a system of enterprise divisions. Constructed a large-scale

factory at Kadoma, Osaka, and moved production facilities there.

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1935: Restructuring of Matsushita Electric Industrial Company,

establishment of the branch company Matsushita Electric Works.

1941: Joined military production, manufacturing wooden boats and

wooden airplanes

1946: Designated a restricted company by the Allied Powers General

Headquarters.

1952: With technical cooperation provided by the Netherlands Philips

Electronics, Matsushita Electric Industrial Company was established. New

factory construction and expansion followed.

1954: Began cooperation with Victor Company.

1957: Began the National Shop systema sales distribution network

solely for National products. It was a very effective sales network during

Japans high economic growth period.

1965: Began enforcing weekly two-day worker breaks. Adopted a new

sales system that decreased the number of channels involved in the sales

process

1977: Began sales of VHS video

1983: Launched the Panasonic JR-200home computer.

1986: Begin using Panasonic as a brand name in Japan.

1989 August 1: Began large scale reform of technology departments

1990: Consumer electronics products in Japan switched from the National

to the Panasonic brand.

1993: Panasonic attempted to profit in the video game market with the

3DO Interactive Multiplayer. However, stiff competition from Sonys

PlayStation forced the system to be discontinued by the end of 1995.

1993: Cancelled the joint venture agreement with Philips, and changed

their contract to closed license.

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1994: Established joint venture Panasonic Shun Hing Industrial Sales

(Hong Kong) Co., Ltd and Panasonic SH Industrial Sales (Shenzen) Co.,

Ltd in China with Shun Hing Electric Works (Hong Kong). Shun Hings

Rasonicbrand becomes a Panasonic subsidiary.

1997: A group consolidation policy was introduced, reducing the number of

subsidiary companies.

2001: Panasonic releases a DVD-capable Nintendo GameCube called the

Q (Japan only).

2002: Technics products sold in the USA and Europe are renamed

Panasonic.

2003: Introduced the global brand and slogan, Panasonic. Ideas for life.

2008: Matsushita Electric Industrial Co., Ltd. Is to be renamed as

Panasonic Corporation (pending approval at the shareholder meeting in

June).

Panasonic more specifically was created by Matsushita in 1955 for the US,

Canada and Mexico because the National brand was already registered by

others. The Panasonic brand was created from the elements pan meaning

all combined with sonic meaning sound, because it was first used for

audio equipment.

2.3 Company profile

Panasonic India is part of the US $ 69 billion dollar Panasonic corporation. It

is ranked 59th in the fortune 500 company list. It was formerly the main brand

under the Matsushita Electric Industrial Co., Ltd . the name was changed in

the beginning of 2008. It is a worldwide leader in the development and

manufacture of electronic products for a wide range of consumer, business,

and industrial needs. . Based in Osaka, Japan, the Company recorded

consolidated sales of US$71.92 billion for the fiscal year ended March 31,

2004. Panasonic corporations shares are listed on the Tokyo, Osaka,

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Nagoya, New York, Euro next Amsterdam and Frankfurt stock exchanges. ,

Konosuke Matsushita in 1932 set forth the basic business objective for the

company which reads through the manufacture of high-quality, high-

performance products that meet the needs of our customers, we will devote

ourselves to the progress and development of society and the well being of

people, thereby enhancing the quality of life throughout the world. This is the

objective Panasonic keeps in mind while doing business all around the world.

Until recently Panasonic corporation consisted of brands like National,

Technics, Quasar and Panasonic. All electrical home appliances were under

the brand National. National was formerly the premier brand on most

Matsushita products, including audio and video and was often combined as

National Panasonic after the worldwide success of the Panasonic name.

Under the brand name Technics, the company produced a variety of hi-fi

products, such as turntables, amplifiers, receivers, tape decks, CD players

and speakers for sale in various countries. It was originally conceived for a

line of high-end audio equipment to go against such companies as Nakamichi,

but most of its home products have been rebranded as Panasonic starting in

2002 (except in Japan, where the brand is still popular). DJ equipment,electronic pianos and Micro Hi-Fi Systems are some of the Technics products

currently being sold in the USA and Europe. Quasar was Motorolas television

and radio manufacturing arm until it was bought by Matsushita so as to set up

base in America. Under the brand Panasonic the company sells plasma and

LCD display panels, DVD recorders and players, Blu-ray Disc players,

camcorders, telephones, vacuum cleaners, microwave ovens, shavers,

projectors, digital cameras, batteries, laptop computers (under the sub-brandToughbook), portable CD, analog tape decks and home stereo equipment,

electronic components and semiconductors, all of which are marketed under

their slogan Ideas for Life. . Panasonic Avionics Corporation (PAC) is the

worlds leading supplier of in-flight entertainment (IFE) and communication

systems. Headquartered in Lake Forest, California where engineering,

development and testing is performed while system installation, field

engineering, major quality functions, certification and program management

are performed at the Bothell, Washington facility Panasonic Avionics

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Corporation employs approximately 2,800 employees based in over 70

locations worldwide, with major facilities in London, Toulouse, Hamburg,

Dallas, Dubai and Singapore. A majority of the component manufacturing is

carried out in Osaka, Japan. The company provides airline passengers with a

wide array of interactive applications at their seats, combining entertainment

(digital music and movies on demand, games, interactive moving maps,

satellite TV, and online shopping) with business tools (E-mail, live flight

schedules, and in-flight internet access). PAC is also one of the chief

suppliers to both Boeing andAirbus and their IFE systems will be featured on

both the Boeing 787 and the Airbus A380 aircraft.

Among the many worldwide customers that use PAC systems are award-

winning airlines such as Emirates, Singapore Airlines and Virgin Atlantic.

Panasonic Avionics Corporation is a subsidiary of Panasonic Corporation of

North America (PNA).

More than 50 principal research laboratories & independent laboratories at the

product manufacturing divisions are involved in basic research & new product

development to meet the needs of modern homes & offices in India & the

World over.

2.4 Business at a glance

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Fig 2.1

Business domain companies and group companies

Panasonic AVC networks company

Panasonic communication Co,.Ltd

Panasonic mobile communications Co.,Ltd

Panasonic automotive systems company

Panasonic systems solution company

Panasonic Shikoku electronics

Main products

Plasma, LCD and CRT TVs, DVD recorders/players, VCRs, camcorders,

digital cameras, compact disc(CD), Mini Disc (MD) and Secure Digital (SD)

players, other personal and home audio equipment, SD Memory Cards and

other recordable media, optical pickup and other electro-optic devices, PCs,

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optical disc drives, copiers, printers, telephones, mobile phones, facsimile

equipment, broadcast- and business-use AV equipment, communications

network-related equipment, traffic-related systems, car AVC equipment, etc.

Business domain companies and group companies

Home Appliances Group

Healthcare Business Company

Lighting Company

Matsushita Ecology Systems Co., Ltd.

Main products

Refrigerators, room air conditioners, washing machines, clothes dryers,

vacuum cleaners, electric irons, microwave ovens, rice cookers, other cooking

appliances, dish washer/dryers, electric fans, air purifiers, electric heating

equipment, electric hot water supply equipment, sanitary equipment,

healthcare equipment, electric lamps, ventilation and air-conditioning

equipment, car air conditioners, compressors, vending machines, medical

equipment, etc.

Business domain companies and group companies

Semiconductor Company

Panasonic Electronic Devices Co., Ltd

Matsushita Battery Industrial Co., Ltd

Motor Company

Main products

Semiconductors, general components (capacitors, modules, circuit boards,

power supply and inductive products, circuit components, electromechanical

components, speakers, etc.) electric motors, batteries, etc.

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Business domain companies and group companies

Matsushita Electric Works, Ltd

PanaHome Corporation

Main products

Lighting fixtures, wiring devices, distribution panel boards, personal-care

products, health enhancing products, water-related products, modular kitchen

systems, interior furnishing materials, exterior finishing materials, electronic

and plastic materials, automation controls, detached housing, rental

apartment housing, medical and nursing care facilities, home remodeling,

residential real estate, etc

Business domain companies and group companies

Victor Company of Japan, Ltd.

Main products

LCD, rear projection and CRT TVs, VCRs, camcorders, DVDrecorders/players, CD/DVD/MD audio systems and other audio equipment,

car AV equipment, business-use AV systems, motors and other components

for precision equipment, recordable media, AV software for DVD, CD and

video tapes, AV furniture, etc.

Business domain companies and group companies

Panasonic Factory Solutions Co., Ltd.

Matsushita Welding Systems Co., Ltd.

Main products

Electronic-components-mounting machines, industrial robots, welding

equipment, bicycles, imported materials and components, etc

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2.5 Vision

Panasonic aims to become the No.1 Green Innovation Company in theElectronics Industry in 2018, the 100th anniversary of our founding.

Panasonic will make the environment central to all their business activities

and take the lead in promoting the Green Revolution which is taking place

around the world for the next generation. Specifically they will work to realize

their vision with these two innovations.

Fig. 2.2

Green Life Innovation : We will offer better living which provides people

around the world with a sense of security, comfort and joy in a sustainable

way.

For example,

Living with virtually zero CO2 emissions for the entire home and building.

Living surrounded by recycling-oriented products.

Living which sees the evolution and spread of eco cars.

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We will realize this green life by creating innovative businesses, products and

services one after the other, and offer them throughout the community.

Green Business Innovation : There is the concept that the ideal goal of a

manufacturer is to realize Zero cost, Zero time, and Zero inventory. Zero

represents the ideal, and our aim is to get as close to this ideal as we possibly

can. We will add zero emissions, in other words, zero emissions of CO2 and

other wastes are to be considered equal in importance to the other zeroes.

For example,

We will minimize the amount of CO2 emissions throughout the entire business

process.

We will implement recycling-oriented manufacturing which generates

minimum waste.

This know-how will be offered to and shared with the public.

2.6 Panasonic management philosophy

Panasonics commitment to Corporate Social Responsibility is based on its

unwavering management philosophy of contributing to society as a public

entity. As a specific guide to the actual implementation of this basic principle,

the code of conduct was updated to cover the companys global operations in

January 2005.

Basic management objective- recognizing our responsibilities as

industrialists, we will devote ourselves to the progress and development of

society and the well being of people through our business activities, thereby

enhancing the quality of life throughout the world

Since its establishment, Panasonic has sought to contribute to society through

its business activities. This is based on the idea that customers and the public

at large are stakeholders in corporations, not just certain individuals and

shareholders. The Companys founder, Konosuke Matsushita, believed that

raising both material and spiritual wealth was the key to human happiness.

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Accordingly, he reasoned that the true mission of a manufacturer was to

supply basic necessities at a price anybody could afford to help eliminate

poverty worldwide. This idea that companies can contribute to the prosperity

and well-being of mankind remains an integral part of the Panasonics

business activities today.

Code of Conduct- The "Code of Conduct" embodies our Basic Business

Philosophy in the form of clear, practical guidelines.

The Company's Code of Conduct was first established in 1992, and revised

twice since then. On October 1, 2008, the revised Code was introduced as the

"Panasonic Code of Conduct," in conjunction with the renaming of the

Company and unification of its brands. The purpose of this latest revision is to

globally share among all employees the "Panasonic brand image to pursue"

and the Company's basic approach to responding to social demands

regarding corporate social responsibilities (CSR).

2.7 Practice of CSR management in Panasonic

Panasonic believes that implementing this management philosophy in all its

business activities is the core essence of corporate social responsibility

(CSR).

In terms of CSR, the Company recognizes the importance of three areas

promoting environmental management, enforcing compliance, and reinforcing

information securityas the main minimum standards for group wide CSR

management.

Based on these three areas, the Panasonics CSR activities focus on

global procurement, human rights, occupational health and safety, product

quality, customer satisfaction, universal design, and corporate citizenship

activities. In this framework, Panasonic is implementing CSR initiatives linked

to its business activities and actively promoting its own corporate citizenship

activities in Japan and overseas.

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Fig 2.3

Working to Retain the Trust of Stakeholders

Global compliance initiatives: compliance activities tailored to the

characteristics of each overseas operating region.

Enhancing Compliance Month: activities such as sending messages from

the president and distributing guidebooks to employees designed to raise

awareness of compliance throughout the Company

Ensuring information security: measures to protect information about

customers, business partners and third-party assets, as well as personal

information, and steps to reinforce related systems

Reports by the Company concerning its response to issues with FF-type

kerosene fan heaters: ongoing and rigorous steps to deal with remaining

issues through the Corporate FF Customer Support & Management

Division

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Protecting the Environment

Basic Environmental Policy

Coexistence with the global environment is one of Panasonics corporate

visions for the 21st century. Panasonic strives to create new value for living

by minimizing environmental impact while improving customer quality of life

with its products. The Company is thus promoting environmental management

based on its Green Plan 2010, a global environmental action plan with targets

to be achieved by 2010. And under a new symbol called eco ideas,representing Panasonics commitment to achieving environmental global

excellence, the Company will roll out a number of groundbreaking

environmental initiatives.

Initiatives Balancing Business Activities With Environmental Preservation are

as follows:-

Matsushita Eco Technology Center (METEC) conducts research into

making home appliances more recyclable, while collecting resources from

end-of-life products. All parts of the Panasonic Group receive feedback

from the R&D programs conducted by METEC into designing easy-to-

dismantle products, disassembly technologies and related work on

materials. The results filter down into a wide range of products. In fiscal

2007, METEC recycled a total of around 2,220,000 appliances.

Panasonic has developed the worlds first lead-free PDP. Although the

creation of lead-free substitute materials presented significant difficulties,

the Company overcame these challenges with the development of new

materials featuring unique additives that have characteristics similar to

lead. Lead-free products were then realized by optimizing heating

processes during manufacturing.

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The Company is actively implementing activities to reduce CO2 emissions

at its plants in China. In fiscal 2007, the Company ran an internal energy

conservation competition featuring 213 energy use-reduction projects from

35 companies. By implementing best practices across its manufacturingsites in China, CO2 emissions were cut by 53,000 tons compared with the

previous fiscal year

At its factories in Malaysia, Panasonic applied for clean development

mechanism (CDM)* registration for 26 projects such as the replacement of

compressors, boilers and other equipment with high-efficiency versions.

Approval was received from the Japanese government in February 2006

and the Malaysian government the following July. Subsequently, after

gaining approval from the United Nations in March 2007, Panasonic

became the first company in Japan to gain CDM accreditation for energy-

conservation projects.

Creating Better Workplaces

Corporate Diversity Promotion Division established: In April 2006,

Panasonic set up a Corporate Diversity Promotion Division headed by theCompanys president. The councils aims are to promote greater

participation by women in management, and encourage the creation of a

more diverse workforce regardless of age or nationality.

Promoting e-work: leveraging the advantages of ICT, Panasonic is

promoting more flexible working styles unrestricted by time or place, and

creating more diverse, comfortable workplaces.

2.8 Thirdwave Exim

Third Wave is the sole distributor of Toughbooks in India. It was established in

1980. Its headquartered in Ahmadabad. They have offices in Delhi,

Ahmadabad, Chennai, Pune, Cochin, Mumbai. Its relationship with Panasonic

dates back to the time it was the super distributor for Panasonic fax machinesin western India.

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It has footholds in IT retail, corporate business, and distribution of various IT

products and services. Using its more than two decades of experience it is

omitted in establishing a strong foothold in ruggedized mobile computing in

India.

2.9 Organization structure

Fig 2.4

Chief Managing Director Mr. InduBhai Sheth

Chief Financial Officer Mrs. Jyotsnaben Sheth

Chief Technical Officer Mr. Vijay Sheth

Chief of Operations Mr. Kalyan Ram Tigulla

Executive Vice President Mr.Col Sen & Col Tarlochan

Head Services Mr. Nikhil Soni

Import and Export Mr. Bindesh Shukla

Regional Heads

North Mr. Asad Ansari

West Mr. Sudhir Nair, Mr. Narendra Patel

Verticals Mr. Tarun, Mr. Mani

Finance department Mr. Himanshu Shah

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Back Office Mr. Bipin Patel

2.10 SWOT Analysis

Strengths

Has the distinction of being the no. 1 player in the rugged PC market

The company is known for its superior R&D and engineering. It has

brought out lot of innovations in its product line.

Panasonic itself is the OEM as well as the ODM, which makes it able to

adapt to market requirements fast.

Battery backup boasts up to 10 hours.

Foremost standards like MIL- 810F and IP-54 (ingression rating). Inverticals like defense this is a very important advantage.

It has Global positioning system. Also superior wireless capability with 3G

certification.

It is a global company which has a place among the fortune 500.

Weaknesses

Poor customer service infrastructure as there are no proper service

centers. It doesnt have offices in all the areas it supplies.

The companies products are very highly priced.

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Caters to very niche markets. It has to thus chare a high price for its

products. Since its products are charged at such a high price it is not able

to fully cater to its potential market.

Opportunities

Has huge potential in defense, automobiles and few government

organizations where ruggedness is very important.

Businesses are expanding fast and venturing in rural areas where

communication infrastructure may not be fully developed. Here the laptops

superior communication capability will be very useful.

The emphasis while buying a laptop is on quality and reliability. Panasonic

laptops are known for their quality and reliability. Panasonic is able to

achieve this by manufacturing most of the parts for its products by itself.

Threats

Commercial laptops are copying designs of Toughbook and are comingout with similar products without investing huge amounts on R&D. they

are thus able to thus sell their products at a much lower price when

compared to Panasonic.

Competitors like Dell who also manufacture rugged PCs are investing

huge amounts of money in customer service. They are also reducing the

number of service partners so as to have greater control in providing

customer service. Dell is moving past Panasonic in this area.

2.11 Functional divisions

2.11.1 Human resources

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Conduct of Business

a) Conflicts of interest

b) Gifts and favors

c) Customer relations

d) Public relations press releases

1) Personnel management

a) Employment

It is the policy of Third Wave Exim to offer equal employment opportunities

and take affirmative action with regard to all employees and qualified

applicants without regard to religion, national origin, sex, age, disability,marital status or sexual orientation.

To the best of its ability Third Wave Exim shall;

I. Recruit, advertise, employ, train, transfer, compensate, promote and

retain persons for all job classifications without regard to religion,

national origin, sex, age, disability, marital status or sexual orientation.

II. Base employment decisions only on valid requirements for thepositions being filled.

III. Ensure that all personal actions such as promotions, compensations,

benefits, transfers, training, education, programs sponsored by the firm

and the use of facilities of Third Wave Exim be administered without

regard to religion, national origin, sex, age, disability, marital status or

sexual orientation.

IV. Provide a discrimination free environment in which all employees can

work without fear of intimidation or harassment because of their

religion, national origin, sex, age, disability, marital status or sexual

orientation.

The purpose of the above policy is to ensure the consistent and uniform

application of employment procedure, to enhance the opportunity to employ

qualified individuals and o comply with local regulations. It is the goal of the

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employment function to provide the company with a staff whose aptitudes,

knowledge and experience will best serve the needs of the firm.

b) Induction

Once a prospective employee has accepted a position with the company, a

letter of offer and employment conditions is sent to the individual. The head

H.R will provide a copy of all the relevant documents.

Upon commencement with the company all operational staff will have a

comprehensive induction program. On completion of the corporate induction

program each new employee will receive department specific induction, which

would cover the standard operating procedures of the department.

Staff Induction

An induction program, which would cover:

1. A Brief overview of Panasonic Third Wave Exim.

2. Introduction to all staff members & functions.

3. New employees would be introduced to all the staff present in the

office.

4. Would be familiarized with the office environment and surroundings as

well.

5. Brief expectations and required standards of professional conduct.

6. Briefing on office systems and procedures.

7. Briefing on prevailing rules and regulations.

8. Overview of HR & Personnel policies of the company.

9. Presentations by various division heads on capabilities and case

studies.

10.Briefing on the corporate marketing division.

After the induction program, an induction into department specific functions

and operating procedures.

c) Probation

A probation period can be provided for.

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d) Severance

In the event an employees employment is terminated where such termination

is beyond the control of the employee, the employee may be eligible to

receive severance pay.

e) Exit interview

This is done so as to understand the reasons why a particular employee has

decided to leave the company

f) Working hours

Employees are required to work from Mondays to Fridays 10:00 am to 7:00

pm and Saturdays 9:30 am to 1:00 pm. A 45 min lunch break can be taken

anytime from 12:30 am to 2:00 pm. If the demands of the job call for work at

other hours as may be required for the proper performance of his/her duties,

then he/she will be required to report to work.

g) Pay roll policy

The employees are compensated for services provided in accordance with

terms outlined in specific Letter of Appointment. The company has

developed a Salary

Grade Structure applicable to all staff, which defines the applicable salary

range and benefit entitlement. The salary disbursement shall be paid in

arrears in equal monthly installments on or before

In the event an employee resigns after the full months salary has been

credited into his/her bank account, then he/she is required to refund a pro-rata

amount to the company.

g) Salary review

Salary reviews shall be conducted at the end of each calendar year and will

take into account performance of the individual, responsibilities and

contribution to the company and current economic factors.

h) Bonus

Every employee may be eligible for a bonus based on the companys and

your own performance as assessed each year.

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Your eligibility for this performance bonus and the amount, if any, payable to

you will be evaluated against performance criteria and personal objectives

based on the calendar year end.

i) Employee security

Provident fund

Third Wave exim maintains a provident fund so as to make the future

of its employees more secure.

Employee state insurance

Third Wave Exim extends the facility of Employee state insurance to its

employees

Mediclaim insurance

Third Wave Exim extends the facility of medical insurance to its

employees (18000 exemption on medical bills)

j) Leave

Salaried employees are entitled to paid leave in accordance with standard

policy.

(Saturday afternoons, Sundays and recognized public holidays are not included

if taken in conjunction with approved leave).

Annual leave

Personal leave of absence

A personal leave of absence in certain exceptional areas may be

provided.

Approved personal leave of absence is without pay and for a maximum

duration of

30 calendar days.

The purpose of the above policy is to enable employees to retain their

jobs and

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benefits for a given period of time when they must be absent from work

for

unusual personal reasons.

An employee has to clearly state the reason for requesting a personal

leave of

absence in detail on the application form. The company reserves the

right to

require the documentation for a personal leave of absence

Failure o an employee to return to work on 2 working days immediatelyfollowing

a leave of absence without the prior approval will result in severe

consequences.

Bereavement leave

The company will grant up to five (5) working days off with pay in case

of a death

of the employees parents/adopted parents/in-laws, spouse or child. In

case of

exceptional circumstances extensive travel, responsibility of

arrangements etc, up

to ___ additional days may be granted if approved by the director.

Marriage leave

In the event of an employees marriage five (5) days leave with pay will

be granted

Marriage leave may be granted provided the employee has been

employed for

at least one year with the company preceding the date of marriage.

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Marriage leave will be granted on only one occasion during an

employees tenure

with the company. Whether such leave will be granted or not, however,

depends on

the discretion of the company.

Maternity leave

A female employee who has actually worked in the company for a

period of 80

days in the 12 months immediately preceding the date of her expected

delivery is

entitled to receive maternity leave to a maximum of 12 weeks with pay.

Maximum

of 12 weeks with pay. Maximum of 6 weeks is permitted before the

expected date

of delivery.

Sick leave and hospitalization leave

The employees are entitled to 8 days sick leave in a calendar year. On

joining the

duty they are required to submit the application form with the medical

certificate in

case the leave extends for more than 2 days.

In the event of an illness all employees are personally required to

contact the

HR Head/ Divisional Head at the start of the working day. Failure to do

so may be

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subject to disciplinary action.

Employees who abuse this policy i.e. excessive Saturday and Monday

absences

will be subject to disciplinary action, which may include termination.

Birthday leave

After 12 months of employment all staff are entitled ( and encouraged)

to have a

one additional day leave on their birthday if it falls on a normal workday.

Birthdays

falling public holidays or during the weekend are not carried over or

accumulated.

k) Performance appraisal

Every employee will have his/her work performance assessed biannually. The

vertical heads will conduct these appraisals. This process will be closely

adhered to

in order to ensure that all employees are aware of their performance levels

and

are given the opportunity to express any concerns they may have with their

area

of responsibility as well as ensure proper career development.

The performance appraisal has been designed so that you and your

Performance

Appraiser can:

Communicate your strengths and weaknesses

Review areas of improvement

Objectively assess your work performance

Agree and decide what training is required

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Informal reviews between employees and division heads are encouraged to

take place on a regular basis. Employees are welcome to discuss any

problems or seek clarifications with their division heads.

2.11.2 Marketing management

Product Segmentation

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The Indian market has been segmented into various verticals as

mentioned below:-

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Table 2.1

Product Positioning

Models like the CF-30, CF-19 and CF-U1 are for people working in outdoor or

indoor harsh conditions.

Models like the CF-74 are positioned for people on the move such as sales

people.

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Models like the CF-51 is as a replacement to existing desktops.

Models like the CF-W2 and CF-T2 are for white collar professionals or senior

level executives.

Product differentiation

Fig 2.5

Panasonic laptops have made a place for themselves in the rugged computer

industry by offering three features to a degree none of its competitors are able

to give. These features are as follows :-

Rugged Panasonic are the most rugged laptops in the world . the

laptops made for the field conform the most stringent standards for

ruggedness such as MIL standards , ingress protection standards, intrinsic

safety standards.

Mobile Panasonic laptops are very light compared to any of its

competitors. It also comes with a carry handle which removes the

requirement of a carry bag.

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Wireless Panasonic laptops are 3G certified. Its communications not

only cater to todays communication requirements but also cater to the

developments that may come about in the near future. It has options of

optional GSM,CDMA, GPRS and even future technologies such as EDGE,

EVDO.

Market share

Fig 2.6

Panasonic is the global leader in the rugged laptop market. It enjoys 74%

market share as per the study conducted by ABI research. Toughbooks have

fully rugged and semi rugged laptops. The rugged laptops are targeted at

people in the field and the semi rugged laptops are targeted at high net worth

individuals and top executives.

In India there are very few players in this sector. Toughbooks until recently

enjoyed a near monopoly in the Indian market. However in recent times

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companies like GETAC have come out with copycat models in the market.

These models have been made to at times outperform the original Panasonic

Toughbooks.

One of the major disadvantages Toughbooks have is that its prices are

considerably higher than the non rugged laptops. The Indian market is very

price sensitive and thus might look at other options when other players come

in the market. Toughbooks have the advantages of Japanese technical

expertise and quality on its side. They have very well established brand image

and goodwill in the rugged PC market.

Sales promotion

Panasonic truly believes in quality product. It believes that if any product is

superior to its competitors in quality, there is no need for lavish spending on

media publicity or print advertising. Panasonic concentrates on building

awareness about its products through publications in industry specific

journals. Panasonic mainly uses the method of direct sales to make sales.

Direct sales is very effective in selling rugged computer systems because it is

catering t a very niche market. The needs of each customer is very differentfrom the next. Thus the customers need special attention and usually the

procurement process is long. The big clients in the defense, automobile and

research verticals also usually require a machine to be given to them on trial.

So that they can see for themselves whether the machine caters to their

specific needs. Panasonic takes part in various military exhibitions such as

Defexpo, Aero-India etc. This is a very effective way of spreading product

awareness among the target audience.

2.12 Product profile

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The Panasonic Toughbook is a laptop computer created for extreme

environments. The system is designed to withstand vibration, drops, spills,

extreme temperature, and other rough handling. While originally targeted at

military, law enforcement, and heavy industrial users, Panasonic has

expanded marketing towards a wider audience in recent years.

The Toughbooks have an average annual repair rate of around 3.2%.

Panasonic's fully-rugged Toughbooks have an average annualized failure of

about 1.5%.

Panasonic Computer Solutions Company market the Toughbook product

family into North, Central and South American and European marketsexclusively through their network of dealers. These units are not usually sold

through retail channels, and most sales are to organizations, rather than

individuals.

Many law enforcement agencies use fully rugged Toughbooks in their patrol

cars to run computer-assisted dispatch software. Utility companies similarly

dispatch field workers, print work orders, and conduct inspections and repairs

using these devices. They are often connected by WiFi Wireless LAN,

embedded (internal) cellular wide area network (WAN), or via satellite to a

dispatch center for real-time records checks and report taking. Virtually all

Toughbook models can have CDMA 1X-EVDO, EDGE, or HSDPA country-

wide Wireless WAN capabilities built into the laptop. Panasonic has been one

of the earliest adopters of WWAN technology and was the first to incorporate

it into laptops. They have extensive test facilities that allow them to finely tune

integrated radio modems to deliver superior connectivity. GPS is also offered

internally in the Toughbook 19, 28, 29 and 30.

Panasonic markets the Toughbook series in several configurations ranging

from business and semi-rugged to fully rugged in both laptop and Tablet PC

configurations, as well as several specialty designs . Some models, such as

the lightweight W5, are US versions of thin and light consumer laptops sold in

Japan under the Let's Note name. The Toughbook 08 is a 10.4 inch fully

sealed and ruggedized touch screen designed to connect to another computer

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or server. These models communicate with a server via WLAN and a secured

thin client. Used in campus area environments that require light, durable,

touch screen equipment such as hospitals (no resident data and fluid

resistant), restaurants (card swipe option, rugged), and EMS (lightweight,

rugged, vehicle area computing). The Toughbook PDRC or Permanent

Display Removable Computer is an extraordinarily bright 1250 nits, 12.1"

Touch screen. This unit typically permanently mounts to a vehicles

dashboard and connects to a removable computer mounted elsewhere in the

vehicle.

All models have a full magnesium alloy case which is 20 times stronger than

the ABS (acrylonitrile butadiene styrene) plastic commonly used in laptop

construction. Many models have LCD panels designed specifically for visibility

during daylight use. Other design elements include a shock-mounted hard

drive and, on many models, a moisture and dust-resistant LCD, keyboard and

touchpad. Available options include touch screens, digitizers and backlit

keyboards.

Panasonic markets itself as one of the only remaining core manufacturers oflaptop computers, meaning that Panasonic manufactures most of the major

parts used in the laptop and assembles the laptop itself. This is opposed to

the practice of outsourcing the parts and assembly to a third party

manufacturer.

Fully rugged laptops from Panasonic conform to standards such as MIL-STD-

810F, MIL-STD-461E ,IP-54, NEMA. These certifications confirms

Panasonics claim as one of the most reliable laptops for people in the field.

TOUGHBOOK- The brand

Toughbook is the trademarked brand name owned by Matsushita Electric

Industrial and marketed by their international brand name Panasonic.

Toughbook refers to its line of semi-rugged and rugged laptop computers. In

2005, Panasonic added the Toughbook Arbitrator mobile digital camera and

mobile digital video recorder (DVR) system to their line. Toughbooks are

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commonly used by public safety (police, fire and emergency medical

services), utilities, field service, construction, and military personnel.

Key features of Toughbook

Toughbooks features a magnesium alloy casing which allows it to comply

with the US

Military standard MIL-STD 810F for vibration and shock resistance.

The hard drives are encased in damping foam in order to help it withstand

falls from heights

of up to 90cm, while a hard disk heater allows it to operate in extreme cold.

The casing iscoated in anti-sun reflective silver paint in order to protect the internals from

extremes of

heat. The joints are all sealed, and all ports and connectors are protected by

covers that provide dust and water resistance to the IP54 standard.

Display

Toughbooks have very high resolution display. The display is bright and

designed

to be read outdoors in direct sunlight. Toughbooks have some of the brightest

laptop screens in the world. An touch sensitive display is optional on this

model, incorporating passive touch-screen electronics that allow the user to

use a fingertip as well

as the provided stylus, which stows conveniently in the carrying handle. This

allows the

Toughbook to be used in a range of unusual environments where using the

keyboard and

Touchpad is not feasible.

Toughbooks are supplied with a 500 Nit LCD display as standard, or an

optional sunlight

readable 1,000 Nit LCD touch screen display. Toughbooks also have the

capability of reducing the brightness of their screens to 3 Nit which is more

than any other computer. This capability is very useful for the users using

night vision goggles.

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The screens itself is as tough as it is clear. They have an extra bright active

matrix (TFT) color LCD panel surrounded with dampers and mounted in a

shock absorbing magnesium display casing.

Normally, a standard LCD is often difficult to view due to reflections from

direct sunlight

and its low brightness. Toughbooks sunlight readable option increases the

LCD brightness by improving efficiency of the LCD backlight without

increasing power consumption.

Reflections caused by direct sunlight or other light sources are simultaneously

reduced. By combining these two enhancements, the Toughbooks sunlight

readable LCD can meet the requirements for rugged use.

Water Resistant keyboard

A membrane beneath the keyboard keeps it waterproof. In front of the

keyboard is a convenient touchpad. The touchpad buttons are rubbery to the

touch for maximum grip and, like the keyboard, are dust and water resistant.

Protected Ports

The ports and connectors on the Toughbooks are protected by solid plastic or

rubberized hinged covers. The rubberized covers are designed to protect

single connectors and close with a gentle push. The plastic covers are larger

and held in place by a solid clasp.

Fan less design

Toughbooks laptops do not have a fan. The laptops have small cooling pipes

around the laptop made of magnesium alloy. These cooling pipes serve to

disperse the heat evenly away from the heat producing centers. The

magnesium alloy out of which the outer casing is made acts as a heat sink

thus allowing heat to escape but not to enter.

The Price v/s the Cost

Studies have shown that, when used in a field or vehicle environment,

commercial computers cost more than ruggedized computers. This isprimarily a function of lower repair costs and less downtime experienced when

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using the right tool for the intended job. Also the Panasonic Fully rugged

Toughbooks are the one, which are cheapest in its category.

Three-Year Warranty

Almost all of the rugged computers come standard with a 3-year warranty,

while most commercial, plastic computers come standard with only a 1-year

warranty. Not only does this save you a lot of money in case of a failure, but it

also speaks volumes of the quality that is built in to a rugged computer. If they

were not extremely reliable, the rugged computer manufacturers could not

afford to provide a 3-year warranty. Toughbooks also provides product

support for its Toughbooks 10 years after purchase. This is extremelyimportant while selling to governmental organizations like the defense and

research organizations.

Backlit keyboard

Backlit keyboards are useful to those people who work in the field under low

or poor lighting conditions. This feature is especially useful when the user is

inside a vehicle or deep in a mine.

Removable hard disk

Toughbooks have a unique feature that its hard disk is easily removable; the

hard disk is encased in a stainless-steel casing of which Panasonic is the only

manufacturer. This feature is very useful to the defense and law enforcement

fields. When a soldier in the army is in dire circumstances he can jettison the

laptop and save the information by removing the hard disk the information on

the hard disk is further protected by 128 bit encryption. Policemen in patrol

cars can remove their own personalized hard disk during a shift change.

Superior wireless communication capability

Toughboks have state of the art communication capabilities. Toughbooks are

3G certified that is capable of 3rd generation communication capability. It has

the option of built in GSM, built in CDMA, built in GPRS. This type of wireless

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is sometimes referred to as wireless anywhere, cell phone network wireless,

cellular modem wireless, radio card wireless or air card wireless. New models

come with EDGE/ EVDO. Built in RF encrypted communications are also

possible this is a major feature as far as the defense is concerned as security

while communicating is of paramount importance to them. People who work in

remote locations are greatly benefited by such advanced communication

capability.

Integrated GPS receiver

Toughbook is one of the few laptops to offer an integrated GPS receiver. For

those in the field, this is really handy and does not require them to carry

around an extra device (an external GPS receiver). The type of GPS used is

called WAAS ( Wide Area Augmented System), the antenna is built-in to the

computer and provides the best reception using the 12 satellites available.

However if the user is in a moving vehicle or in a deep mine he or she has to

use an external antenna which is attached to the laptop.

Models currently sold in India by Third Wave Exim

CF-30

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The Panasonic CF-30 has redefined the concept of a ruggedized mobile

computer that is tough enough to be used in the field while still remaining

affordable. The CF-30 has been designed to withstand dust, water, heat, cold,

vibration and shocks. The CF-30 is constructed of magnesium alloy and

includes a shock-mounted touch screen and hard drive. The CF-30 delivers

one of the brightest displays currently available without compromising battery

life. The Intel Core Duo powered Panasonic Toughbook CF-30 is certified to

the MIL-STD-810F standard, tested to withstand drops, shocks, vibration and

extremes in temperature. The CF-30 features WLAN, WWAN, GPS and

Bluetooth wireless options and battery