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Emachines Revamps Inside and Out

Boot Camp feature for Wednesday, May 1, 2002

Emachines fights for more market share. Bloomberg Boot Camp, a report on today's technology. With a revamped line... inside and out... .Emachines, the number three computer maker available at retail... hopes to gain market share. On the outside... the machines are black and silver instead of that old beige box. And Senior VP Bob Davidson says upgraded power supplies are now standard... along with other features to make the buyers experience better...

"Really the key to the redesign was to create a flexible box that we could use throughout our lineup. But more importantly, to create a box that was consumer friendly and that would work well for consumers to be able to get serviced... if they wanted to replace parts that they could replace parts very easily. That was really our design criteria."

Emachines has put model and serial numbers as well as a number for service right on the front of the computer. The company is focusing on the low to middle range of the PC market... with speeds up to 1.6 GHz. It has eliminated faster, more expensive models from its line...

"So we really focus on those volume price points at between 399 and 699. Much above 799 ... we feel like it's really not our marketplace."

If you're looking for the fastest machine available... look elsewhere. With more emphasis on consumer friendliness and service, Emachines has addressed weaknesses that have cost it customers in the past under previous management. Bloomberg Boot Camp, I'm Fred Fishkin.