Compaq has responded to losing its position as top global PC vendor to Dell by replacing its current line-up with a single range of laptops, desktops and workstations, branded Evo.
Launched today [Monday], the range of silver and carbon-cased computers includes two laptops, two workstations and a thin client. Desktop PCs, in the same colour scheme, are scheduled to follow in October depending on chip availability.
The firm also said today that it would phase out its current PC products, including Armarda, DeskPro and iPaq Desktop, and the Professional Workstation and Thin Client lines over the next 12 months.
Compaq has come under increasing pressure to cut costs as it faces up to a PC price war with rivals such as Dell and Gateway. The firm has already reported plans to cut 7000 jobs as it merges its corporate and consumer units into one division in an attempt to slash costs by hundreds of millions of dollars.
"We will be very aggressive on price", warned Peter Orre, director of Corporate Access Business Group for Europe, the Middle East and Africa (EMEA).
"While respecting efforts elsewhere, we are number one in the PC desktop computing market by a long way in EMEA. It's easy to buy market share in this business, it's more difficult to maintain share profitably, but that is what we will do," he added.
Orre conceded that by marketing one name instead of four, the firm would reap considerable cost benefits, but denied that saving money was behind the switch.
He said the name reflected a world where the border between consumer and corporate use of computers was becoming increasingly blurred, and that Compaq had chosen the Evo name in particular for its association with 'evolution' and the suggestion of managed change which businesses are going through.
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