Polytron's Strategy to Stay Competitive in Laptop Market Amid Memory Crisis

Jakarta (ANTARA) - Polytron’s Head of Group Product Audio Video, Bambang Athung, has outlined the company’s strategy to continue offering laptops in the Indonesian market despite global memory shortages and rising prices. Bambang said the company is striving to balance consumer experience with competitive pricing. “Our insight is to find products that suit our consumers’ needs in terms of performance and affordability. We aim to provide the best possible options for our customers,” he said during the launch of the Polytron New Luxia laptop in Jakarta on Monday. The AMD Ryzen 5 7000 series chips, released in 2023, are known for their energy efficiency. These chips are typically found in entry-level and mid-range laptops, commonly targeted at students and office workers. “Although the AMD Ryzen 5 3000 series is still available in the market, we chose not to use it because we considered what our consumers require. We view this as one of the best options we can offer,” Bambang added. When asked about potential price increases if the crisis persists, Bambang said Polytron might have to adjust pricing. “We need to maintain a ‘sexy’ price that remains attractive to consumers without compromising quality,” he said. According to an International Data Corporation (IDC) report at the end of 2025, the global semiconductor ecosystem is experiencing a memory chip shortage expected to continue until 2027. This imbalance is driven by AI data centre demand exceeding supply, disrupting supply chains. The smartphone and personal computer markets, including laptops, are the most affected.