With the increasing importance of both design and price in the end-user PC market, newly established manufacturer FishPC believes it can not only break into the market, but take it by storm.
And yes, its computer looks like a fish.
The company, which was established in April this year, is now looking to build a reseller base for its computers and has opened a sales section on its Web site specifically designed for the channel.
"The FishPC started everything because it is different from the beige box," explained company CEO Tim Sabre. "But we have begun to bring in new designs and promotions. We are also creating a site that is really interactive - with message boards and chat rooms."
The company's unorthodox PC range is apparently a reflection of its business model. FishPC sources and creates components with overseas manufacturers to sell both directly off its Web site and through the channel. Sabre claims the company's direct relationship with manufacturers means cost savings of between 20 and 30 per cent on average, which can be passed down through the channel.
"It is another reason we are concentrating on attracting good resellers. They can give the care to the customer that is embodied in our products," he said.
The company will also release a 32MB MP3 player which will sell for under $200 while. Not content with just moving boxes, the company has also teamed up with telecommunications company Isis to give customers free calls in over 30 countries without a time limit.