We talked about this thinking with Ross Tucker, who leads regional strategy at Packard Bell
Behind the brand's re-entry, its pragmatic approach to AI, and why South Africa is the best
Providing a foundation for accessible innovation.
What inspired Packard Bell's return to South Africa?
South Africa represents a tale of two economies. On one hand you have world class
infrastructure and formal markets; On the other hand, there is a huge informal sector working at the grassroots level.
innovation. Nevertheless, most global PC players regard it as a homogeneous market.
We believe that South Africa is disadvantaged, there is a mismatch between global strategies and local strategies
Realities – and our purpose to empower South Africans to work, learn and connect
Technology that is built for them, not just redistributed to them.
Tell us about the new product line-up.
We've launched 2-in-1 laptops, flex notebooks, and smartphones, all engineered the same way
Principle in mind: functional innovation at a reasonable price. Instead of pursuing specialties that are
impractical for regular users, inflated prices, and which only looks good on paper, we prefer
Components that deliver reliable performance for professionals, students, and home-office
User.
And price position?
We have integrated the operating systems of Microsoft and Google to provide users with access
World-class software ecosystem at competitive prices. Our laptops run Windows 11
Microsoft Copilot, while our smartphones use the latest Android builds, powers
Cloud-based AI tools at entry-level price points.
AI is redefining the tech industry. How is Packard Bell approaching this differently?
We are not trying to compete in the “AI chip” race. On-device AI is limited by its architecture; it
Cloud intelligence cannot evolve as fast. Instead, we are giving the keys to South Africans
Networked brain.
Through fast connectivity and cloud integration, our users can take advantage of evolving intelligence
Tools like Microsoft Copilot, ChatGPT, Xai, and Google Gemini. This is how we democratize
AI by enabling access, not by increasing costs. AI should not be a premium feature; this is a must have
Public utility. Our job is to provide a bridge.
How will Packard Bell deepen its presence in the local market?
Over the next 12-24 months, we will expand our ecosystem with accessories, software bundles.
And the partnership focuses on digital literacy and education. We are cooperating with the leadership
Retailers and telecom companies, including Amazon, Takealot, Hifi Corp, Incredible Connection, Pepkor
Home, TFG, Computer Mania, Cell C, Telkom, FNB Connect, Ackermans, Mister Price,
HomeChoice and Macro, to ensure that the reach is both geographical and economic.
What is your long-term vision for Packard Bell in South Africa?
Our mission is simple: to empower work. Enabling learning. Pricing for progress. We like
Create a world where all South Africans have the digital tools to reach their potential. technology
Not really innovative unless it's inclusive. We are here to ensure that progress is within everyone's reach
reach.
Packard Bell is officially available through major retailers nationwide.