Tech Trends'08: Personalized Computing
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Now's The Moment
The Current Situation
Breaching the gap between the casual consumer's desire for personalizing their computers and the limitations of the casual consumer was the introduction of skins. Hopping on the skinning bandwagon early in May this year was Hewlett-Packard, through their introduction of their marketing campaign, where customers were told that "The computer is personal again". It made consumers sit up and take notice that their computers were very much part of their lives and something they had already personalized with their memories and thoughts.
By offering their customers the availability to cover their brand new computers with designs of their choice, HP became a smash hit with consumers. They were able to use their own personal photos, or custom designs to skin their products, or choose something that was already designed by someone that they liked.
While Dell did attempt to follow suit about two months later (by launching their "Purely You" campaign), it was by then, a little too late for Dell as HP continued to surge ahead, overtaking Dell for the first time since 2003. It is also interesting to note before HP started their marketing blitz, Dell had acquired Alienware in March 2006 to reach out to gamers, while HP recently acquired VoodooPC, both recognizing a need to reach out to the gaming market (where their target group of gamers were pretty much individuals who wanted to stand out with their systems).
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