Leisure and entertainment: PCs, computing, high-tech

 

The advancement of the digital experience has opened up new and exciting worlds for consumers in ways that were only imagined ten years ago. The adoption curve of consumers of new digital products is ...

Great advertising captures and engages-often in ways we cannot exactly explain. On the wings of great campaigns, companies create whole new categories of products or services. They make us conscious o

As a retailer facing up to the economic downturn, the temptation for PC World was to continue focusing on its competitive prices and products, and also to champion promotions and attempt to drive volu

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the busi ...

The use of information and communication technology products and services varies to a considerable degree among consumers. There are some users who devour any innovation, and use beta versions to chal ...

Philips has a long-established history of introducing innovative products in the consumer electronics space. Sustaining innovation on this scale is challenging, and Philips' market research arm is con ...

IBM's business had changed dramatically over the course of a decade, moving from manufacturing computers to projects as varied as helping improve the traffic flow in Stockholm, providing translating e ...

Computer-based design specialist Adobe was launching a new software package, Creative Suite 3. While an improvement on the previous version, it was more expensive, and was being released practically o ...

Over time, the PC has become a commodity to be sold on 'speeds and feeds'. HP was locked in a price war with Dell that it could never win: as such, it needed to try and shake up the status quo of the ...

A 2007 campaign for Hewlett Packard. Business objectives: get people to print more, and establish HP as the printing brand. Ethnographic and other research (described) used to discover printing behavi

IKEA and Intel collaborated to mutual benefit: IKEA wanted to make consumers aware of how digital technology could improve home environments and Intel wanted to embrace the “cocooning” trend of stayin

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

Digital technology is developing at a staggering rate, but there is a danger that it could collapse as the dotcom boom did if companies do not change their attitude to consumers. Consumer ability to u ...

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

Lycos, Inc. was founded in June 1995 and quickly grew into a vast Internet hub with services that included a search engine, comprehensive directories, personal home pages, E-mail, communities, and sho ...

For many years Logitech International S.A. was well known among personal computer manufacturers, which bundled the company's computer mice with their machines, but to the general public Logitec ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

During the 1980s the popularity and performance of personal computers (PCs) experienced phenomenal growth. Chip maker Intel Corporation, based in Santa Clara, California, produced a major share of the ...

Intel Corporation, the world's largest manufacturer of computer chips, had used a consistent marketing strategy to make its brand universally recognizable. Since 1991 Intel had advertised ...

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP ...

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

In 2002 Dell Inc. experienced its first-ever yearly decline in net revenue. In 2001 sales hit $31.9 billion, but the next year they fell to $31.2 billion. The drop in sales coincided with an overall d ...

Cisco Systems, Inc., the world's largest producer of Internet switches and routers, released advertising prior to 2004 that simply encouraged people to use the Internet more. As Internet use in ...

In the late 1990s technology analysts speculated that Apple Computer, Inc.'s fate hinged on its new personal computer the iMac. Apple's share of the worldwide desktop-computer market had ...

The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such ...

By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...