Marketing plays a bigger role in distinguishing PCs; H-P gets more out of its marque, survey finds, while Apple loses cachet

Article Abstract:

PC vendors traditionally compete on technology and price issues, but the increasing standardization of PC computer components and features has led manufacturers to use marketing campaigns to distinguish their products. Surveys indicate users are less interested in paying premium prices for the once popular AST Research, DEC and Apple products while they are prepared to invest more in HP, Dell and Compaq products. Apple's widely known name does not preclude brand troubles. Apple's internal conflicts and Power Macintosh shortages have led to an ambitious marketing campaign aimed at changing user perceptions. AST Research also lost ground due to long-term internal problems and plans a campaign to help refocus the organization's public image. Marketing is also becoming more essential for suppliers. Microsoft's Windows 95 advertising frenzy resulted in business users willing to pay significant sums for an upgrade from IBM's OS/2 system while Intel's 'Intel Inside' campaign had similar positive results.

Microcomputer industry

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Laptop-computer shipments stall as holidays approach; switchover to Pentium chip is causing growth rate to slow markedly

Article Abstract:

Laptop sales are expected to stagnate as manufacturers experience difficulties in switching from Intel's older microprocessors to the newer Pentium chips. The slowdown occurs during the fourth quarter which is typically known for its busy consumer retail as well as corporate replacement sales. High pricing and product shortages are likely to impinge on new model availability through early 1996. Component shortages, such as memory chips and lithium ion batteries, have also slowed new Pentium laptop sales. The new Pentium technology presents implementation difficulties, primarily new design requirements that contain the chip's heat emissions. Toshiba is expected to be better prepared to handle these dilemmas than their competitors since the company has pioneered heat containing technology and maintains good relationships with component manufacturers.

Laptop computers, Portable computers, Sales, Laptop/Portable Computer, Sales Analysis

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Does everyone really want to own a PC?

Article Abstract:

The computer market has fallen below the $1,000 barrier for entry-level models, as AST Research introduces a $997 version of its Advantage! 486-based systems. The computers include quad-speed CD-ROM drives, 8MB of RAM, 540MB hard drives, Windows 95 operating systems and 14-inch color monitors. Manufacturers will pit their low-cost computers against upcoming information appliances in the battle for share of the 66% of homes that do not yet own a computer. Analysts warn that a large portion of the home market that is most interested in obtaining computers has already done so and that many potential users simply are too intimidated by the technology to embrace the concept.

AST Research Inc., ASTA, Home Computer Market

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