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Palm targets consumers, businesses with separate brands

Palm targets consumers, businesses with separate brands

Palm will change the way it markets its personal digital assistants (PDAs), placing its future business products under the Tungsten sub-brand and its products for consumers under the Zire sub-brand.

No current products will be renamed, said Todd Bradley, chief executive officer of the Palm Solutions Group. Mobile professionals and students expect different things out of their PDAs, and Palm will look to make it easier for buyers to decide which type of PDA best suits their needs, Bradley said.

Tungsten products will be targeted at mobile workers and IT departments, and will emphasise security and reliability, while the Zire brand will focus on Palm's traditional customer base -- consumers -- with products that are user-friendly and less expensive, he said.

The traditional Palm brand will not disappear. New consumer products will be called "Palm Zire" and will be issued model numbers like the cuurent Palms, such as the i705 or the m500 series.

The company is looking to continue its run at the top of the PDA market with the new branding strategies. The first product to carry one of the brand names will probably be Palm's first product for the new version of sister company PalmSource's OS 5 PDA operating system. That device will be launched on October 28, Bradley said.


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