Channels change as customers evolve

Article Abstract:

The microcomputer market has become complex, with various distribution channels being introduced to meet changing customer needs, whereas in the early 1980s the main channels were authorised dealers and field sales representatives. There is less need for basic support now that users are more experienced with computers, and they are easier to use, but there is now a greater need for integration and support services. Almost all information technology vendors now use a number of channels, including direct response, and systems integrators or value added resellers who offer consultancy. Systems integrator and VAR business rose 30.9% in 1992, vs 7.7% growth for the industry in general, according to BIS Strategic Decisions, Norwell, MA. Sales through the shelf-oriented channel will exceed 41.2 billion dollars in 1996, vs 9.8 billion dollars in 1992, according to estimates from Merrin Information Systems, Palo Alto, CA, research company. Retailers will have 38% of the microcomputer market by 1995, vs 9% in 1991, according to Dataquest, San Jose, CA, research firm.

Analysis, Microcomputers, Distribution, Distribution channels

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Hewlett-Packard puts it all together; wins leapfrog contest hands down

Article Abstract:

Hewlett-Packard's award-winning campaign for its laser jet printer combines a television spot and print advertisement. The leader in the business printer industry, the firm's 30-second spot features Brand X laser jet printers leapfrogging each other before being stopped in their tracks by an imposing Hewlett-Packard LaserJet 4. The advertisement sends a strong message that it is the team to beat in the industry. The commercial is the product of Saatchi and Saatchi Pacific in San Francisco.

Computer peripheral equipment, not elsewhere classified, Computer peripherals industry, Hewlett-Packard Co., HP LaserJet 4 (Laser printer)

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Fast times at Motorola Inc

Article Abstract:

Motorola Inc has an innovative three-dimensional direct-mail advertisement card targeted toward its value-added resellers and systems integrators. The advertisement features a red Ferrari that pops up when the card is opened. The advertisement promotes the price and performance of Motorola's Delta Series 8000 RISC-based computers and invites prospective customers to call the nearest Motorola dealer.

Innovations, Direct mail advertising, Direct-mail advertising, Motorola Inc. Computer Systems Div., Motorola Delta Series 8000 (Workstation)

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