News
Carphone Warehouse looks to revolutionise laptop market
Andrew Wooden Apr 10 2008, 11:12am
Comments (6)
Retailer promises to do for the laptop market what it did mobile phones
The Carphone Warehouse has made clear its aggressive intentions to crack the PC sector, telling PC Retail it intends to do for the laptop market what it did for mobile phones 20 years ago.
"It's about using the same subsidy model that we did with mobile phones and applying that to laptops. We completely opened up the market for mobile phones 20 years ago and know we're looking at what could be the next big thing, and we really think that could be laptops in terms of freeing up that market," said Natasha Schmidt, head of wireless at Carphone Warehouse. "Our aim is to try to do with the laptop market what we have done with mobile phones."
By offering laptops for free or for a reduced rate via a subscription broadband contract to anyone that wants one, the 800 Carphone Warehouse stores have the potential to revolutionise retailing in the sector as we know it.
In the meantime, a significant marketing campaign is currently being put together to support the firm's laptop operation, which will roll out in the next few months.
"We're absolutely going to be moving more into this area this year," continued Schmidt. "You'll see in the next few months how we're going to open that market. You can absolutely expect to see us grow. We would like to see everyone who wants a laptop to be able to get one and that's what we always focus our business operations on."
The news emerged after analysts suggested that the retailer could threaten the revenue of DSGi and Comet.
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Comments
“"do for the laptop market what it did mobile phones"”
Posted by: William - Apr 10, 12:54pm
"Retailer promises to do for the laptop market what it did mobile phones"
Overcharge on crap products and provide crap support?
“Re: "do for the laptop market what it did mobile phones"”
Posted by: Mat Bettinson - Apr 10, 1:03pm
Well, in this case flog cheap low-spec laptops with nasty 12-month contracted second-rate broadband services. Not seeing this as a step forward for the industry to be frank.
There's perfectly good value laptops in the channel today. I think consumers will be wary of signing up to lengthy broadband contracts when it's patently obvious you can go buy your own on a monthly no-contract basis.
I guess, for some, walking out with a 'free' laptop will be a pull though. This is something that could be just as easily offered by the rest of the channel for that group.
“Re: "do for the laptop market what it did mobile phones"”
Posted by: Peter Hills - Apr 10, 1:49pm
They are not going to be able to compete with the likes of dabs, portable universe or ebuyer are they. I think the only people who are going to go to the carphone warehouse are people who are PC illiterate.
“Re: "do for the laptop market what it did mobile phones"”
Posted by: Ben Rotchard - Apr 10, 2:01pm
@3
'People that are PC illiterate' far outnumber those that are 'PC literate.' There is a huge pool of people that would like a laptop but don't neceserily want or know how to take it apart and start tinkering. If they get the marketing right, it could be huge.
“Re: "do for the laptop market what it did mobile phones"”
Posted by: Steve Vickers - Apr 10, 2:23pm
The big problem with the free upfront model is it devalues the equipment. Laptops will become as worthless (in the eyes of the consumer) as a mobile phone is nowdays. The net result is, people don't value it and will lose or damage them. Insurance premiums will rise yet again.
“Re: "do for the laptop market what it did mobile phones"”
Posted by: Roger Willis - Apr 10, 2:29pm
That could end up bringing in more repair work for indies in that case...