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Rahul Sood, the founder of boutique PC maker Voodoo, said in an interview with X-bit labs that the personal computer makers need to rethink their strategies and try to concentrate on things that are different from pure technology. The competition for the lowest price or highest performance on the market of commodities inevitably leads to lost identities, poor user experience and lack of personalization.

"The fundamental problem most PC companies face is they try to lead with technology – in a market where technology is easily duplicated and commoditized. They end up fighting a raging battle to the bottom, and in the process they risk losing their identity. I am a big believer that if you focus on things that matter, like your brand identity, the soul of your company, your organizational culture, and most importantly your customers – you can be forever successful in a market full of commodities," said Rahul Sood, the general manager for system experience in the interactive entertainment business at Microsoft, in an interview with X-bit labs.

Mr. Sood was talking about the PC industry in general and about HP's PC business unit (which once acquired Voodoo only to disband it several years later) in particular. High-ranking executives from large PC makers, including HP and Dell, brag that they can sell personal computers in unbelievable volumes, but at the same time they complain about thin profit margins and commoditization of the PC in general.

Mr. Sood, whose Voodoo was always known for perfect engineering, reckons that is relatively easy to build a high-quality computer and even develop high-quality software. However, it is not enough to be achieve comprehensive, all-round success. Manufacturers of PCs and other devices should think beyond just their devices, think about services, usability, design, customer experience and many other aspects that are associated with purchased and usage of their products.

"I believe PC makers need to think beyond the devices they sell in order to be immensely successful. Sure they can sell devices all day long, but everyone is doing that - why not go back to the basics of building a soulful business," asks Mr. Sood.

Tags: Voodoo, VoodooPC, HP, Hewlett-Packard, Business

Discussion

Comments currently: 4
Discussion started: 09/07/11 09:57:03 AM
Latest comment: 09/07/11 10:02:15 PM
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1. 
PCs have always been about the technology. Brand identity, "soul", and other aspects that marketing and sales departments might find attractive are always secondary to having an interesting technology. Now, technology is moving away from the 30-year-old thousands-of-dollars PC form factor. That's why PC makers are threatened. Adapt or perish. That's what PC makers need to learn from HP.

Here's an example of the PC of the future: http://www.fit-pc.com/web/
0 0 [Posted by: mooreslaw  | Date: 09/07/11 09:57:03 AM]
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2. 
LOL. That fit-pc is certainly not representative of the PC of the future.
Future PCs will actually look and function more like the Playstation 3, with tremendous power, converged functionality, and emphasis on entertainment features.
That fit-pc is only good for word processing and web surfing with no upgrade capability. It would only qualify for the low-end PC of the future.
0 0 [Posted by: Narmer  | Date: 09/07/11 10:43:26 AM]
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Don't be so narrow minded dude! For instance that thing been small and watt savvy makes me wanna reopen my long abandoned carputer project... but than how about a computer vest?
0 0 [Posted by: fullgrip  | Date: 09/07/11 10:02:15 PM]
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3. 
I am a big believer that if you focus on things that matter, like your brand identity, the soul of your company, your organizational culture, and most importantly your customers – you can be forever successful in a market full of commodities

There is one company that is currently enjoying success and profitability doing exactly that: Apple.

Disclaimer: I don't own any Apple product...
0 0 [Posted by: BernardP  | Date: 09/07/11 11:43:31 AM]
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