Tablet PC Marketing: The product mini-site

Wow, what a difference a downturn makes for your ability to sell. Tablet PC manufacturers have been hit hard by stagnant growth in the PC market. In the tablet era PCs just don’t sell themselves like they used to.

I took a look at the way two consumer oriented Windows 8 tablets are sold buy their maker and I was shocked at how well these companies are trying to sell their products.

First, I took a look at the way HP Australia sell their Envy Tablet:


That’s right, it’s an “ENVY x2 11-g001tu”. It has Windows 8 32, On-board 2GB 533MHz LPDDR2 SDRAM, 64 GB SSD, 11.6" diagonal and UMA Shared Graphics. How appealing! Where’s the buy now button… Not!

This represents the classic PC manufacturer approach to selling computers (and tablets for that matter). Just list the specs and the price. That’s it. Order at will!

That’s the way it’s been for 20 years and it nearly every PC maker has done it this way for that long.

Benefits, rich and emotionally descriptive information and solutions to problems are all superfluous when people just order your products because they like your brand and there is no other way to tell two products apart.

You wouldn’t know it from their Australian Web Store page, but HP actually do know how to sell the Envy Tablet better than this. Check out this view of their product mini site.


Strangely their ecommerce people do not seem to know about this site. There’s no link to it, and I could only find this site by Google search!

As you can see though, the mini-site actually makes a noble if brief attempt to sell the envy based on design, convenience and emotion.

“High–quality materials, modern lines you can see and feel, each laptop, TouchSmart and desktop is pure ENVY.”

“So you don’t miss a thing.”

The good thing here is that they are trying to create an experience around their product.

ASUS are doing a far better job of this with the ASUS Vivotab and an amazing mini-site:





The site is one of the best examples of a product mini-site that I have seen yet. If the product was as good as the mini-site the tablet would sell off the hook! It is a rich experience site, that draws you in with descriptive animations, emotional benefits and logical backups.

Ironically the product will not sell of the hook due to its specs! The combination of a low performance Intel Atom processor and an 11.6 inch screen (2 things that do not go together for the average punter). But this mini-site gives you the best chance that you’ll ever get to fall in love with the product.

I related in my last post that the Apple style design story has become part of Lenovo and Microsoft’s repertoire. The experience mini-site takes that a significant step further incorporating the many emotional hooks.

But the thing that I personally rejoice over is that Tablet PC makers (apart from Apple who have been selling like this for years – Apple NLP Video list here) are actually putting significant energy into selling.

They are thinking about their products in customers terms right through the product cycle.

We can only hope that they continue to improve for the sake of themselves and for choice!

Written by Admin @ in: Tablet PC | Tags: , , , ,

HP Slate 500 blog post from Sydney Airport


I’ve been back on planes all week this week, splitting my time between Adelaide, Melbourne and Sydney.

So I knocked out this blog post about the new HP state 500 standing at the gate at Sydney airport.

I love being able to blog from anywhere!

Fortunately we made it out of Sydney within 30 seconds of our noise curfew. Phew! Qantas A330 is bringing me home to reintroduce myself to the family…

Written by Admin @ in: Tablet PC | Tags: , ,

Message to HP, Dell, Acer, Lenovo – Pull up your socks before Apple and Google spank your rear end with UMPCs and Tablets

computers The Microsoft Windows based Tablet PC has been around for over 7 years now, and Microsoft are pushing ahead with lots of tasty touch and multi-touch support in Windows 7.

What are the big hardware vendors doing though? Nothing.

Playing it safe with boring convertible Tablet PCs. No innovation. No imagination. I mean, I am a big fan of the Tablet PC, but convertible laptops are hardly risky.

HP have tried a couple of things, like the original TC1000 and TC1100. The TC1000 was a huge step outside the square on form factor. Unfortunately it was dismal failure because of the Transmeta Crusoe processor, but the TC1100 fixed that.

It was a compact 10 inch machine that weighed only 1kg. It could be used purely as a slate Tablet, but the design of the convertible keyboard that it came with was just brilliant. It was such a versatile machine.

But of course, to get people to pony up the money on a product like this requires sustained effort. It requires lots of marketing and some patience.

HP_TouchSmart_tx2_Front So what did they do with it? The hid it under a rug of course and did no marketing to speak of. When it failed to sell in large enough numbers, they reverted back to the usual dumb strategy above. Play it safe…

HP have tried a *bit* harder with the Tx2. They have targeted it at consumers and done some online marketing. They’ve built in a multi-touch n-trig digitiser to get some ooh and aah action going, but will it work?

There is a lot of interest in the Tx2, but I doubt that it will sell in huge numbers. The price is better, but the specs aren’t awesome. But hey, I should give them credit for having a go, even if it is a little safe for my liking.

The netbook trend shows the potential of the ultra mobile computing market, but why can’t PC manufacturers see past their noses? The only big consumer brand playing in the UMPC space is Samsung, and they are minnows in the PC world.

img_6036_4648_large_q1utlra_frontWe have had a Samsung Q1 in the house for six months now and it is always in use. It’s often in the kitchen being an online recipe book. For emailing, web browsing, IM and media it’s awesome. I personally wouldn’t be without a device like this, but it’s just too darn expensive to be a big hit.

If just one of these four big PC manufacturers took a risk and innovated in this space, the result could be incredible. There is a huge demand for mobile computing devices as netbooks and the iPhone has shown. But the iPhone only chips away at the edge of the potential. Ditto for netbooks.

Unfortunately, it seems that the hardware vendors have overwhelmingly taken a “we tried that once and it didn’t work” approach. They are too busy not making mistakes to ever learn anything. I think that they will pay for this missed recession proof opportunity.

iphone_hardware1_20081217In the meantime, the entire space will be stolen from them by an iPhone like device from Apple. More Apple devices in the hands of people mean that the Microsoft hegemony will die.

If it’s not Apple, it will be Google. Google and T-Mobile are about to go to market with a slate UMPC style device to run Android. There is a demand in the market here, and the capabilities of the hardware are able to meet it. It’s just a question of who is going to take the risk of making something to meet the demand.

Hopefully Microsoft will wake up like they did in the Netscape v Internet Explorer era and do something about it. But the cosy and boring little arrangement that they and the big four have going must come an end. They need to kick the big four into action before it’s too late.

Written by brettg in: Tablet PC | Tags: , , , , , , ,

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