Article - PC Industry - WSJ

Article - PC Industry - WSJ - PC Makers Take A Stylish Turn...

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PC Makers Take A Stylish Turn To Tackle Apple - 1 of 7 1/16/2008 11:45 AM DOW JONES REPRINTS This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order Reprints tool at the bottom of any article or visit: . See a sample reprint in PDF format . Order a reprint of this article now . 1 Hewlett-Packard HP Pavilion tx2000 Series Entertainment Notebook PC January 4, 2008 PAGE ONE WINDOW DRESSING PC Makers Take A Stylish Turn To Tackle Apple Pink, Spotted Laptops Aimed at New Buyers; Designers Rule at Dell By ROBERT A. GUTH, JUSTIN SCHECK and DON CLARK January 4, 2008; Page A1 Personal computer buyers often ask questions about technical features such as hard drives and microprocessors. Ken Musgrave hopes to inspire a different kind of customer query: "Does that come in pink?" Mr. Musgrave, an executive in Dell Inc.'s design group, is trying to inject a sense of style into the company's PCs, with new shapes, sizes and colors. One of its notebooks, the Inspiron, does come in pink -- not to mention blue, red, black, green, white, yellow and brown. Spurred in part by the success of Apple Inc.'s innovative products, as well as a consumer shift toward notebook computers, PC makers have begun a radical overhaul of their machines' appearance. They're racing to replace boring boxes with sexy silhouettes that will differentiate their products, entice new buyers and command higher prices. In the process, they're hoping to compensate for factors over which they have little control, such as software options. Unlike Apple, famous for its easy-to-use operating system and other original programs, PC makers largely rely on Microsoft Corp. for the underlying software. And that company's latest version of Windows, called Vista, has been panned by some reviewers, despite healthy sales. The new focus on looks -- underscored by exhibitors at the Consumer Electronics Show, which opens Sunday in Las Vegas -- is forcing PC makers to re-think how they manufacture, whom they hire, how they advertise products, and where they sell them. Why all the action now? Though PC sales are surging throughout emerging economies, PC makers need new ways to spur consumer demand in the U.S. and other mature markets. By wooing buyers who care little about technical features, they hope to better tailor PCs to specific users -- including women,
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PC Makers Take A Stylish Turn To Tackle Apple - 2 of 7 1/16/2008 11:45 AM RELATED ARTICLES Lenovo Puts Style in New Laptop 2 01/03/07 Personal Technology: Dell's All-in-One PC Has the Guts, Design to Compete With iMac 3 12/27/07 students, PC gamers and sports fans. It won't be easy. Producing new shapes and materials can raise costs and require tricky changes to
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This note was uploaded on 04/12/2011 for the course MKT 352 taught by Professor Cowart during the Fall '11 term at Grand Valley State.

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Article - PC Industry - WSJ - PC Makers Take A Stylish Turn...

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