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New Strategy For U.S. Robotics

Boot Camp feature for Monday, April 9, 2001

What's in a brand name? U.S. Robotics hopes plenty. I'm Fred Fishkin with Bloomberg Bootcamp. It's a company that may have made your very first modem. But the new U.S. Robotics... spun off last September from 3com... has a new strategy...

"We're changing our business model. We're going from an old analog modem house to getting into different technologies. For example, home networking and wireless products."

U.S. Robotics CEO Van Andrews. Among the new products being introduced this Spring, is an all in one wireless Internet package for notebook PCs...

"You know, we all think that we're mobile with a notebook, but the problem is we're all running for admiral's clubs trying to plug into a phone line. And you will not need to do that with our product. The difference is, today you can go buy those different pieces. But we've put it all together in one package so you as a consumer only have one place to call for the product, activation and support."

U. S. Robotics is adding its brand name to a Novatel wireless modem and wireless Internet service from GoAmerica. That's the company's strategy overall. It is looking to partner with other companies to leverage its name in home networking and broadband Internet access as well...

"There really doesn't seem to be a major player in the home. There's very strong players like the Ciscos in the enterprise space. We think we have a real opportunity to get into the home and small business."

U.S. Robotics CEO and President Van Andrews. Bootcamp, I'm Fred Fishkin, Bloomberg Radio.