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Datawind -- a Tablet for the Masses: Cases C to H

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Datawind -- a Tablet for the Masses: Cases C to H Datawind -- A Tablet for the Masses: Cases C to H 1 (C) Launch Challenges (2011/10- 2012/4) (D) Announcing Generation II (2012/04-05) (E) Back Into the Market (2012/05-06) (F) Reaction to Ubislate 7+ (2012/06-08) (G) Ubislate Upgrades & the Aakash 2 (2012/09-2013/01) (H) Gaining Scale in India, Launch in Canada (2013) 1 Updated: January 20, 2014 1 Datawind -- A Tablet for the Masses ($70-100), to include low cost Internet service. Engineers at IIT Rajasthan were working on the design of a new (C): Launch Challenges tablet that would resist falls and work in the high- humidity monsoon season. In April, two states announced that they would purchase X-O laptops from OLPC for about $230 each, rather than pursue the cheaper Aakash. The HRD, meanwhile, announced plans to invite tenders for an Aakash 2 upgrade, targeting the same price of Rs. 2,276, with the initial goal of announcing a winner for a 5 million unit contract in April 2012. In addition to Datawind, potential bidders included HCL, Bharat Heavy Electricals, and Wishtel. The HRD announced that IIT- Photo: Ubislate7.org Mumbai and the Centre for Development of Advanced Following the initial excitement, concerns about the Computing and Indian Telephone Industries public Aakash set in rapidly (Exhibits C1 and C2). Reviews service agencies would manage procurement of the new following the October 2011 launch highlighted the device, in place of IIT-Rajasthan. At the same time, the excitement and pride in developing the tablet for India. HRD reportedly was irritated that Datawind was offering Many of the same reviews, though, identified limits of the the first generation of the tablet in the open market before tablet. Concerns about design included non- completing its deliveries to the Ministry. responsiveness of the resistive screen, the fact that the By February, Datawind reported more than two million student version included only Wi-Fi for internet access, pre-orders for UbiSlate7, the commercial tablet. However, few file formats, lack of access to the Android the company also announced a delivery delay until May, Marketplace for apps [Google charges for access to the when it planned to release a version with superior touch Marketplace], and short battery life. Quality issues screen and 3G capability (Exhibits C5 and C6). The included over-heating, sub-standard assembly, and low company’s overall corporate financial situation, quality components. One review concluded that “cheap meanwhile, was challenging (Exhibit C7). and cheerful don’t necessarily add up to a good system.” On April 13, Datawind severed connection with Quad, Formal tests of the tablet identified issues. After initially further delaying the assembly of UbiSlate 7. The two highlighting its role in the Aakash project, including firms offered competing explanations for the break-up: leadership of the initial design, IIT Rajasthan rejected the Quad stated that Datawind owed it $1.12 million, while first lots of Datawind’s tablets, reporting slow the Canadian company alleged that its former partner performance, screen problems, and reliability issues. infringed its intellectual property rights by trying to sell The issues soon became public. In late February 2012, the directly to IIT Rajasthan. IIT-R, meanwhile, claimed HRD reported that fewer than 600 Aakash tablets had damages of about $500,000. been distributed, mainly on the launch day, owing to the Datawind had good news to report globally. In February, technical issues, although Datawind reported that it had the company displayed an updated Aakash tablet at the delivered nearly 10,000 units to IIT-R. The Minister of CAN Info-tech 2012 technology exhibition in Nepal, HRD, Kapil Sibal, meanwhile, faced strong criticism from receiving substantial interest and 20,000 pre-bookings for the Indian press for his support of Datawind. the Ubislate 7 at a price R750 higher than in India. The Observers offered competing explanations for negative company reported buyers in Nepal faced a two month reactions. Some believed that consumers and testers, even wait for the tablet but that “customers seem to be in no in the low-price market, expected high-end Apple iPads. hurry”. In March, Datawind announced a $10 million Others focused on what they viewed as fundamental contract with Movicel, a telecom operator in Angola, to design and production flaws, together with limits in develop 100,000 3G tablets to be delivered in two Datawind’s customer service. Datawind posted a video on months. The contract included plans for an upgraded the HRD website showing that the Aakash worked after device later in 2012, to run on a 4G network that the being dropped (http://media.sakshat.ac.in/aakashdroptest/), but Chinese firm Huawei was installing in Angola. Suneet nonetheless noted flaws while pointing to issues with IIT- Singh Tuli and Movicel's CEO Yon Junior signed the deal R and with Quad (Exhibits C3 and C4). during a meeting of Mobile World Congress in Barcelona. "The deal was struck in one meeting. I had a look at Competition quickly emerged. Reliance – India’s largest Aakash, asked my technical team members to examine it private enterprise – launched a 13,000 ($250) tablet in and the next moment we were signing the contract," March, running on its proprietary telecom network, and Junior told Indian Express on March 1. Junior said that announced plans for a 4G tablet priced about 3500–5000 the tablets will be customised according to local needs. 2 Discussion questions (C): Consider the launch Exhibit C2. User Reactions challenges from the perspective of your role as VP of Global Strategy. 2a. I Have Got Aakash Tablet (excerpt) Within India, how would you respond to concerns http://www.aakashtablets.in/resources/2767-I-Have-Got-Aakash-Tablet.aspx about start up issues from the multiple stakeholders involved in this case, including consumers, product 16 Jan., 2012 (Hardeep Singh): review sites, the Minister of HRD, engineers at IIT- Finally I have got Aakash tablet Rajasthan, and Quad Electronics? If you redesign the (R 2500) [from ncarry.com]. tablet, what will be your priorities for revised After payment [Jan. 7] I got the features? tablet within 8 days through What are the implications of the challenges for your Aramex courier. strategy outside India? The tablet is as expected as I read many articles about it on different websites. It has merits and limitations. Merits Exhibit C1. Pride and Concern Good for students residing in urban area having Wi- http://techbits.co.in/forum/index.php?tid=6467&title=Aakash:_A_Histor Fi connectivity. It is of less use in villages of India ical_Mistake%3F_%5BMUST_READ%5D due to lack of Wi-Fi connectivity. December 19, 2011, Techbits.co.in: This article is for Good for students as all office documents are those who are ready to buy Aakash tablet … but before supported by it. You can read and edit all your that just look at here => India created history by essential documents on the go. launching the world’s cheapest tablet, Aakash. It almost looked like we had conquered the world… till the reality It is light weight, easy to handle. came to light … It comes with a 2GB micro sd card and a charger. What it calls a resistive touch-screen is an interface that is Many media files are supported. quite unresponsive, and not user friendly. The student Low visible cost only Rs. 2500/- edition of the device supports only Wi-Fi. A problem encountered while operating the device is that it heats up It has got certain limits also; as you don't pay much for it really quickly, even in an air-conditioned room. This can you must endure them. be attributed to the poor design and cheap components A main thing that is missed is support to regional used in the device. The Aakash tablet reads pen drives, languages. A Punjabi person is unable to edit the but the natively supported file formats are pretty limited. documents in Punjabi language and so on. Reviews mention that the device is incapable of playing Battery lasts for 2hrs. It ends up all of a sudden. common formats like AVI and FLV on the stock player, so you'll need a video converter. Users cannot install apps Processing is moderate. If u are using touch screen from the Android Marketplace, which is a big drawback. first time it doesn't matter but otherwise you will be The battery life of the device (just 3 hours, tired of scratching the screen. approximately) is really poor. It doesn't have camera. U have to pay extra for it. The internals of the device are even more disturbing. The It doesn't have speaker … also a hidden cost. troublesome part is the way the components are put It doesn't have microphone. together. The components and wires within the tablet are Android platform has many software that have no use held in place by simple electrical tape. The quality of in the tab. It seems operating system of something wires used appears to be cheap. Aakash clearly else is inserted - many functions are useless. underlines the fact that “cheap and cheerful” don’t necessarily add up to a good system. Above all problem is that you are unable to contact I Have Got Aakash Tablet (User's review) customer care. If you have a problem you may call http://www.aakashtablets.in/resources/2767-I-Have-Got- the customer care numbers that remains always busy. Aakash-Tablet.aspx There is little chance of solution. Overall I think it is a fair deal to have this tablet because price is low. But the time will tell its durability.
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