This topic on technology management, forecasting, trends, lifestyle – even TV are smart now, virtual reality …… cannot look at PCs alone, need to examine the substitutes as well, the tablets, laptops, smart phone besides the laptops pcs. Mobile technologies are making inroads with very much faster internet linkages in most fields and have become a part of our lifestyle. The market is very intensive, marketers, manufacturers are competing in every corner they find they have the niche. Product features – wearables, portable or not, among others have certainly become trendy, from design – flexibility of use e.g. convertibility and mode of usage, ease of use, to brand popularity are other contributing factors to convince consumers to switch the products they using. Given this scenario, price competition should intensify. Need to look beyond marketing. Value, technology should be the key driver to product breakthrough. Innovation should drive future growth.
Your question includes the word 'nature' and I'm unsure what you mean in this context to help you fully. That said I think that Ng's has given a high level and succinct summary of aspects of the market from a manufacturer's perspective.
The perspective from the consumer's perspective can be very different with additional factors related to demographics and geography. For example, the European market is not homogenous in terms of PC penetration, brand awareness and usage. For some users the latest kit is almost mandatory, for others any digital technology is little interest. In my experience, mainstream customer groups the main issues are less on the technology and more on how to use what they have already got. At another level specific issues such as those related to personal data security, cyber crime and protecting users from accessing classes of unacceptable material be they (say) political or pornographic or violent gaming are causing significant debate because of their potential impact on individuals and their societies.
Whether these matters can or will be feed back into technological developments we have yet to see.
This may not be the nature that you describe but with Google and Apple apparently deciding that they have a right to oppose the wishes of national governments voted in by their customers I don't think that a PESTEL analysis will be a simple task to evaluate.
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