BelComputer

The company OOO BelCOMPUTER is a manufacturer of monoblocks and other computer equipment of the Tesla trademark in Belarus.

Resident of the Belarusian-Chinese industrial park "Great Stone."

As of June 2023, the company employs about 100 people.

2023: Entering the Russian market, opening a demosal in Moscow

On June 30, 2023, the Belarusian computer manufacturer BelComputer opened a demosal of its products in Russia, the Tesla trademark. Demozal is located in Moscow on the territory of the office of the Russian company A1TIS, with which, shortly before that, in May, an exclusive agreement was signed on the distribution of Tesla products in Russia.

The demosal presents the main models of Tesla monoblocks and monitors. The BelComputer product line also has thin clients, information input devices.

Demosal in A1TIS 's office "(Picture: A1TIS)"

BelComputer was formed in Belarus in 2002. The company says it registered its Tesla trademark a year earlier than Elon Musk's company. The brand is named after Serbian scholar Nikola Tesla. The company has been producing all-in-ones since 2012.

BelComputer produces a series of monoblocks designed for various tasks. There is, among other things, a 30-inch monoblock, a monoblock with a non-standard screen format that allows you to expand two windows. The latter is suitable, for example, for performing tasks in accounting, says Deputy Director of BelComputer Vitaly Gritsevich.

All-in-one with a screen diagonal of 30 inches "(photo: A1TIS)"

The company believes that in 2022 there was a favorable situation for working on the Russian market.

When our direct competitors were "A" brands - HP, Dell, Lenovo, Asus, it was difficult for us to compete. But not because we have a bad product, but because the market was occupied by these brands, and it was difficult to communicate with the buyer and explain to him that in terms of functionality we are no worse, or maybe somewhere better. The consumer loves branded. But with the departure of many brands last year, the market became open, they began to look at our product with slightly different eyes, come, look closely, "says the deputy director of BelComputer.

As for prices, Vitaly Gritsevich gives an example, if we take, for example, HP in a similar modification, its cost is 80-90 thousand rubles against 50-60 thousand rubles for the Tesla monoblock.

If we talk about competition with Russian computer manufacturers, they, the representative of BelComputer believes, produce their products on a large scale, pay great attention to the localization of components and therefore do not always keep pace with the latest market trends.

In Belarus, BelComputer has about 7-8 thousand regular customers, including large enterprises, the public sector, defense enterprises, medicine, Vitaliy Gritsevich told, answering TAdviser questions.

The company expects that over time its products will open up more opportunities for working with corporate customers in Russia, including those to whom the state makes certain requirements for the purchase of computer equipment. A working group of foreign trade was created, which includes Russia, Belarus, etc., which is working on these issues, says Vitaly Gritsevich. Now, according to him, there is a turning point, the completion of which is expected within six months. And A1TIS commercial director Lada Belan notes that now the main task is to make the Belarusian Tesla brand more recognizable on the Russian market.

BelComputer has not yet planned to open an office in Russia. Previously, the company considered this option, but so far decided to focus its efforts on production and its localization, Vitaly Gritsevich shared with TAdviser. The company would like, among other things, to localize the production of matrices for displays.

BelComputer now has two production conveyor lines for assembling devices in Belarus. Robots are used in production, with their help, including components, are soldered. The company produces about 10-15 thousand monoblocks a year - this is a plan, in particular, for 2023. BelComputer began to try to enter the Russian market back in October 2022, since then its production volumes have increased, says Vitaly Gritsevich.

Some models of all-in-one and monitors in the demosal "(Picture: TAdviser)"

As of June 2023, BelComputer provides service support for its products in Russia through authorized centers in Moscow, St. Petersburg and Smolensk. The strategy for the development of the service network is directly related to the expansion of the geography of sales of equipment: as soon as the equipment is delivered to the customer in the city of N, a warranty support center in this region is immediately opened.

For A1TIS, which historically was mainly engaged in the distribution of printing equipment, the distribution agreement with BelComputer is currently exclusive. Choosing with whom, after the departure of Western vendors, to cooperate in the field of computer equipment, A1TIS also considered Russian manufacturers. But at the moment she stopped at the Belarusian company, believing that its products meet the market requirements more than others, explained A1TIS CEO Konstantin Glagolev.

2013: Implementation of Quality Management System

In August 2013, the company introduced the quality management system ISO 9001-2011 (ISO 9001:2008).

2012: Getting Started on All-in-Ones

Work on monoblocks under the Tesla brand began in 2012, when the BelBusinessComputer company began production of new generation Tesla monoblocks based on standard computer components. BelComputer is the legal successor of the BelBusinessComputer enterprise, the company's website says.