A retail campaign conducted by Hypertec has resulted in a 50 per cent a month growth curve. The new retail packs are designed to make it easy for PC users to upgrade their memory, according to Colin Lillywhite, Hypertec general manager, Australian sales and marketing.
Lillywhite said Hypertec is reacting to the difficulty many PC users face when trying to purchase additional memory for their computers - a situation brought on by what he terms the inflexibility of large manufacturers such as IBM and Compaq. "Memory upgrades are a minor part of their overall business, so in a lot of cases they really don't bother with them," Lillywhite says.
What's a real-life example? "A lot of PCs come with eight megs of memory. A customer buying a PC with 16 megs wants to be able walk in, buy the computer, buy an extra eight megs of memory and walk out. In a lot of cases, they can't - the extra memory isn't available. It's a case of 'take it or leave it' with the eight-meg models. What we're doing is concentrating on memory upgrades as a compact option for PC users and making it easy for them."
Lillywhite says Hypertec's retail campaign began late last year in Harvey Norman Superstores in NSW, Queensland and Victoria, expanded to David Jones's At Home With Computers and Radio Rental's Hi-Tech Hubs, and now includes Vox Retail and the Grace Brothers group.