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HP targets Dell in 'two-horse' PC race

HP targets Dell in 'two-horse' PC race

After bringing its PC business back to profitability for the first time in several years, Hewlett-Packard (HP) is setting its sights on rival PC vendor Dell Computer this year as its looks to maintain its slight edge in market share, according to HP executives.

The company discussed its work balancing a revamped distribution system that straddled the line between a reseller model and a direct sales model, and its newer products such as Media Centre PCs, Tablet PCs and handhelds.

"This marketplace is coming down to a couple of major players, us and Dell," executive vice-president of HP's personal systems group, Duane Zitzner, said.

HP narrowly edged out Dell in terms of worldwide PC shipments in the fourth quarter according to market research from both Dataquest and IDC.

Both companies sold about 4 million more units in the fourth quarter than the third place company, IBM.

HP's Media Centre PCs had exceeded expectations, Zitzner said, although he declined to provide specific figures.

Sales of those PCs with Microsoft's Windows XP Media Centre Edition operating system had remained strong into the new year even after the consumer buying crunch of the holiday season, he said. Media Centre PCs allowed users to control their home entertainment functions from their PC, such as recording and pausing live television, and video editing.

Over the next few weeks, HP would roll out Media Centre PCs with new features and capabilities, Zitzner said.

Media-oriented features and applications have been a common theme across new PCs over the last few months.

The Media Centre PCs are targeted at consumers, but HP is also courting enterprise customers with its Tablet PC and iPaq handhelds.

The company has been pleased with sales of the Compaq TC1000 Tablet PC, Zitzner said. The recently introduced iPaq 5450 with 802.11b wireless Internet access capability had attracted attention with its built-in fingerprint reader.

If HP was to remain competitive for the rest of the year, it needed to continue to price its products aggressively and come up with innovative designs, Zitzner said.

"The cost savings (from the Compaq acquisition) are allowing us to price competitively without sacrificing innovation," he said.

Dell's direct sales practice allows the company to operate a very lean distribution model, but that stifles innovation, senior vice-president of the personal systems group, Jim McDonnell, said.

"We're driving innovation in this industry," he said. "We're not Dell, and we're not going to be Dell."

There were two sides to the debate over the first-mover approach of HP versus Dell's late entrances into established markets, director of client computing at IDC, Roger Kay, said.

"Dell lets others establish the market and take the risks, and then comes in and sets commodity prices," he said. "But the iPaq shows that HP's risk to go early into a market paid off."

The iPaq was the second-most popular handheld in terms of shipments in the fourth quarter and enjoyed a strong lead among Pocket PC devices, according to recent research from Dataquest.

HP was committed to its resellers as a distribution channel for the enterprise market and would continue to sell its PCs at retail as well, Zitzner said. However, the company was ramping up its direct Web site sales program that was a key part of its distribution strategy.

HP's PartnerOne program consolidated the Compaq and HP approaches to resellers into a new program that provided incentives for resellers to stimulate demand, Zitzner said.

It was introduced last November.

Both direct and reseller models were needed to satisfy different types of enterprise customers, Kay said.

Dell sold a lot of products through distributor Ingram Micro, he said. HP had added Compaq's relative success in a direct distribution model to its historical strength in the channel.


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