Conference 7.286::digital

    
    Same reason for our dumb commercials that say nothing.
    
    We had better realize computers are getting smaller and we need to
    capitalize on every avenue, every product. Pc's are great but
    consumers want to see them. IBM even sells theirs at Target Stores out
    here (K-Mart type store). 
    
    I don't know why we don't do alot of things right anymore. We move
    to slow in all areas.  
    
    Out here in California we are only known as the company losing
    millions and laying off thousands. Makes me sick.
    
                          

    But we CAN, we DO...
    	1-800-DIGITAL
    
    It's like picking up the phone and calling SEARS, JC Penny etc.  too
    bad it doesn't work IMO!!  I guess they figure this is our "easy out"
    for one stop shopping.
    
    .0, you have probably verbalized the one burning question on a lot of
    minds, including the little that is left of mine!
    
    Lyn

    I learned from a retailer that although our PCs priced lower than IBM
    and other name brands but the profit is much smaller for the retailer.
    A retailer can earn more than $300.00 by selling a PC from Acer but
    only $80.00-$100.00 to sell a DECpc.

    
    
    PCs priced lower than IBMs?  Is this true?

    .2    But we CAN, we DO...
    .2        1-800-DIGITAL
    
    yes and phones sales have boomed - I am talking about marketing out
    of stores  - walking into a store - feeling it - seeing it and buying
    it.  Phones have been good but we MUST EXPLORE OTHER AVENUES to getting
    our products sold in volume.
    
    

    Asked and answered several times in the last month alone in this
    conference and Marketing if I'm not mistaken.

    Gateway is one of the largest PC companies -- and they do nothing but
    telephone orders.  We don't need distribution channels.  We need
    competitive pricing -- that is, if we want to deal in the end consumer
    market.

    I have seen our printers in a number of unusual places recently, such
    as Crutchfield's catalog.  We're getting there.  Apparantly, we had
    trouble early on because places like Sam's Club didn't want to compete
    against the manufacturer (this was when PC-BYDEC started - it was
    revolutionary).  I thought the problem would go away when brands they
    were already selling started their own phone catalog, i.e.
    1-800-IBMDIRECT and Apple's 800 number.
    
    ..Larry

    i have been a strong advocate for soooo long that we sell our peecee's in 
    stores but no DECeeee seems to be listening, telephone orders is fine 
    and dandy, but most people like to see the peecee in front of them before 
    they buy it, also if there is a local store, people know where to go if 
    the peecee breaks or something.

    plus, it can't be that much hard to open 2 or 3 DEC'peeceee store
    around here in massesmsmsmussteteetsstss and new hamshire and to see
    what happens, if it dont work, we can always shut the stores down.

    i suggest to open DEC'peeceee stores in the pleasant lane mall here
    in nashua new hamshire (near zko) and one in burlington mall, in
    burlington, masususteetetstssts.

    i hope some one is listening to me.

    \bye
    \nasser

>    plus, it can't be that much hard to open 2 or 3 DEC'peeceee store
>    around here in massesmsmsmussteteetsstss and new hamshire and to see
>    what happens, if it dont work, we can always shut the stores down.
>
>    i suggest to open DEC'peeceee stores in the pleasant lane mall here
>    in nashua new hamshire (near zko) and one in burlington mall, in
>    burlington, masususteetetstssts.
>
>    i hope some one is listening to me.

DEC's PC stores (Business Stores? what did they call those things) came and
went about 8-10 years ago. It is a mistake we probably won't repeat
again.

We know how to make PCs. We know how to ship them. I vote we stick to
letting someone else that knows how to run a PC store sell them.

Lee

    .9
    
    I don't think we should open DEC stores but piggy back and use the same
    marketing approach as IBM / H.P and other succesful companies.  We
    don't need overhead of stores, but to establish a marketing channel AND 
    build relationships with the COMPUTERLAND, MICRAGE, ETC... stores -
    let them sell Digital - but make it profitabble for  them!
    
    I'm not a marketeer, but doesn't it make sense to emulate successes
    that other companies are using against us?  

    Funny thing happen driving home ...
    
    a local Colorado Springs office supply/compter supply store starts an 
    add on the radio - it starts by mentioning the local store's narrative 
    and then segways into the H.P. printer line and how great it is, etc...  
    Next he eludes as to the fact that they carry H.P. network gear and the 
    add ends with a come on down and deal thing...
    
    If I'd wanted to examine an H.P. printer or network gear here is the perfect
    invite...  sometimes people like to look and feel...  phone sales don't
    do that...
    
    My guess is that the example above is called co-operative advertising.   
    H.P. 's (or Digital's?) ad dollars are combined with local store's to 
    benefit both.  
    
    This is a market that should not be ignored in my opinion.  

     The advantage I see here vs. mail order is the image that we create. 
    
     Nobody knows who Digital is... Unless of course, you count what they
    read on the front page of WSJ...

Mail order is great if you know exactly what you want and if you are part 
number and computer literate. 

Where do our customers go to try out our goods? Just how many PC models do we 
sell and what options are availalble? Look it up in the catalog? Some pretty 
pictures with a bunch of part numbers is what our customers see. I like to 
"test drive" before I buy. Where does one go to test drive the computers we 
are trying to sell? 

-Jon

    The territory I work in has gone one step further. In addition to
    computer stores, DECpcs are also sold in certain hypermarkets, the kind
    of shops that sell everything from frozen peas to car tyres.
    I think that this is a good move. I would also like to see ads in
    primetime TV, just like IBM, HP, and Compaq. I would also like to see
    huge billboard hoardings extolling the virtues of Digital's products,
    and full-page color ads, not in computer trade rags, but in mass
    circulation daily newspapers and general interest magazines.
    The competition does this, so why don't we?        
    
    Edward

    The reason we are not in retail yet, is because we do not have a
    PC product designed for the retail market. Our competition IBM, and
    Compaq have PC's specifically made for retail. These PC's are usually
    much different than what is sold to business. 
    
    However I think Digital has under design or is planning a PC for the
    retail market. I even saw a recent classified job  add from Digital 
    for some very experienced PC types that had PC retail experience. Its
    coming. The PC org. can only do so much, if you will notice, Enrico
    is carrying out his plan. First it was the LPv & LPX value line, then
    the XL premium line, we just introduced the XL Server line, next will
    be Digital designed notebooks, and then probably a retail PC.
    
    By the way, a previous noter said our PC's are priced less than IBM,
    he is absolutely correct. In the business market we currently have the 
    best PC at the best price. I have been beating the pants off of IBM
    and Compaq....... and its fun  !!!

    
    In addition to no tyet having a true "store-brand" PC we also had to
    scale up our manufacturing efforts, build support systems and
    processess, and gain market recognition in the business market.
    
    Those things have been coming along well.  If you consider that just
    two years ago we were a zero inthis space I think you have to agree the
    plan has come along well.  
    
    To sell the volumes I have heard stated as longer reange goals you will
    see Digital PCs available from many more sources.  The PC group is
    doing a good job and it is only a matter of time until we see more
    channels driving their product.

    
    Pretty soon our desktop printers will be in the computer stores.....
    First in the US and Europe to follow next fiscal.
    
    Here's what we'll do and here's what we need in support from
    Management:
    
    Yes, we need to expand in retail and 3rd party distribution; It's a
    matter of survival.
    
    We need advertising budget's to let the world know we're in the shops
    (this is what is new to Digital, as we always say we have a good
    product/price, but never tell the rest of the world as nobody wants to
    make advertising budgets available....)
    By the way: having good products and prices is real fact and I still
    believe in it, but it's not enough. Look at HP: they have some products
    that are inferior to ours, but they cover it up by spending money in
    marketing messages (which are sometimes total b*llsh*t or even pure
    lies, but who cares if you can still sell it !)
    
    Last but not least (if you're talking cost-cutting) if we have the 
    distribution channels in place, maybe we do not need 1-800-DIGITAL anymore.........
    
    Hasta la vista,
    
    Gerrit (C&P Video and Hardcopy)
                                   

    I believe we need to creatw some consumer awareness of our products
    before we send them to K-Mart. We must advertise to a  broader market
    such as Money Magazine and create some consumer pull. The TV ads are
    aimed at DEC customers and computer nerds that understand what a DECPC
    LPV+. or what" Beyond the Box" means.

    O.K.  - this is reassuring that someone is following up on this.  If
    going retail outside of phone market pans out this will help bottom
    line alot.  
    
    I would really reccomend building good relationship with our outlets. 
    PC, printers and maybe even some NT compatible software would be
    a start.  Co-operative advertising  may work out to everyones advantage 
    also.  You don't need a degree in Marketing to do this - A little work to
    establish a working relationships with stores, (make it worth there cut...) 
    a right products(multi-media/vr...)
    
    Heck - why stop there - If we could do a partnership with some of the
    up and coming HMD - head mounted display vendors / dataglove vendors
    and the like to package our products thru our pre-established retail 
    lines we may have a jump into a marketplace that is destine to boom in
    5 years.
    
    Picture this - a screaming Alpha box in our vendors store running the 
    Temple of Horus VR demo... or whatever app you want to buy...   That 
    would impress/sell if the price was right.   
    
    chip
    
    

re: .10

>DEC's PC stores (Business Stores? what did they call those things) came and
>went about 8-10 years ago. It is a mistake we probably won't repeat again.

Wasn't that mistake due more to the mismatch between the product offerings
of the time and what the market might have been looking for? I remember
going into the store at the Mall of NH and seeing DECmates and MicroPDP-11's.
Real nice systems, but not for the average consumer. The only people likely
to be buying were those who wanted to equip their business. And those folks
would rather deal with a salesman in their own offices.

I think we could probably sell our PC's right alongside the rest of them
in Lechmere and Circuit City, not to mention the computer stores.

-Jack

    re:.21 et al
    The Digital Business Centers suffered from several failings, product
    mix being only one of them.
    
    The siting philosophy was simple:  Find an IBM Store and go near it. 
    Of course IBM's stores failed too.  Mostly they were in industrial
    areas, so a potential customer had to seek them out.
    
    The stores ran business hours, M-F 9-5, with no "consumer" hours.  This
    was nice for the employees who worked the same hours as most other
    DECees.
    
    And the Rainbow, DECmate, LA-50 and other products really interesting for
    anyone outside of the traditional DEC installed base.

    Digital Failed in the business centers because the product was priced
    out of reach for most consumers.  I went to one, by the time I
    configured the Rainbow it came to almost $13,000.  Never became a
    Rainbow owner, but I managed to get a used PRO350 for $7,000 with an
    LA-100 that still works to this day.  That was back in 1984.  The PRO
    still works too.  (Not that I use it much anymore!)
    
    Th IBM PCXT at that time was about $10,500.
    
    - Mike
    

    other companies in the retail biz can sell our gear - no need for 
    our DECstories to be startup...again

    does everybody know the fictional story of the Rainbow and the SCUD?

Re: .22

The first Digital retail store was in the Mall of New Hampshire in
Manchester, NH.  It kept the same hours as every other store in that mall.
There was no such thing as an "IBM Store" - at the time, IBM made mainframes
and "PC" was not in anyone's vocabulary much less on store shelves.

The Digital stores sold our word processing systems - DECmates (PDP-8),
DECdatasystems and (for a short time), the PDT-11.  The only Intel processors
you'd find anywhere were in Altair 8800s and the like.

Digital's retail stores were ahead of their time - good and popular products,
but a retail store in a mall was not the right place to sell them.

Re: .23

I had thought that all of the Digital retail stores had closed by the time
the Rainbow, etc. were introduced.  How the heck did you manage to configure
one for $13,000?  My uncle bought a Rainbow (with memory and printer, about
$4K) and was very happy with it.  He eventually sold it to someone else
who continues to use it today.  

				Steve

    I think some people are remembering the Digital Business Centers.  The
    appearance was that of a walk-in retail outlet but, as they tended to
    be located adjacent to Digital field offices their real function was as
    a small-scale Solution Center (demos and consultative selling). They
    were not remarkably successful.
    
    However, neither this experience nor the earlier attempts at retail
    sales can justified the "we tried it and it didn't work" attitude
    expressed in this string.  Did we try the right kind of store?  In the
    right location? With the right merchandise? With the right advertizing?
    Recently?  The entire computer market HAS changed a bit in the last 10
    years don'cha know...

    I'll look back into my collection of stuff, however, I probably dumped
    it years ago, but the final price was about 13,000.  That was fully
    loaded with memory a 10 Mb hard disk an LA50 printer and some
    accessories.  There may have been some software in there too.  I agree
    with dave a lot has changed in 10 years Maybe we could do it again, but
    I think the window of opportunity has past.  
    
    Oh this was a business solutions center by the way.  
    
    - Mike

Does IBM have their own computer stores?  Compaq?  Apple?  Dell?
Packard Bell?  No.  Why do we need one?  We don't.  

The people buying PCs are walking into Computer City, Circuit City, CompUSA
and other "superstores" and comparing multiple brands.  Nobody would walk
into a Digital PC store unless they were already predisposed towards Digital.

We're slowly getting our printers out in the public eye - we've got good
products at good prices.  I'd like to see our PCs follow.

I disagree that we don't have anything for the "consumer" market.  The 
DEC LPv+ line is quite comparable to and competitive with the mass-market
models from other vendors.  We need to make sure the price and incentives
to retailers are competitive (or better than) as well and work on getting
name recognition.  (Hmm - what with all the gloom and doom about "Digital"
in the news, maybe it's for the better that our PCs and printers are all
"DEC"!  Must be some other company...)

				Steve

    WHY "slowly"... WHY can't we just do it... Why does it take so long for
    this company to make up it's mind to do something...
    
    Just do it, if it turns out to be the wrong thing, nothing much has
    been lost... Not doing it quickly means a great deal is lost to the
    competitor.
    
    Just get them out there. Sell the PCs without all the ad-on services.
    Have the add on service as options...
    
    Just do it!
    

    Re: Note 3039.7
    Gateway is one of the largest PC companies -- and they do nothing but
    telephone orders.  We don't need distribution channels.  We need
    competitive pricing -- that is, if we want to deal in the end consumer
    market.
    
    >> Distribution is becoming the primary cost component of increasingly
       commodity computer products and therefore is the key to competitive
       pricing
    >> the only way we can make money in competitively priced, low margin
       products is thru hi volume which requires more indirect channnels
    
    I bought a DECpc and find it is an inconvenience that I can't walk
    into Staples and buy a new printer ink cartridge.  
    
    The good news is that I found that Lechemere does sell DEC PCs and
    related peripherals.  
    
    
    
    

>    I bought a DECpc and find it is an inconvenience that I can't walk
>    into Staples and buy a new printer ink cartridge.  

    What does that have to do with a DECpc? It is more related to what
    kind of printer you bought, and not what kind of PC you bought,
    don't you think?
    
    And even if it was a Digital printer, most of them (at least the
    desktop printers) these days use "industry standard" parts (like 
    Ricoh or Canon or whatever engines, etc., and can use the same
    cartridges, ribbons, etc.). But for more on that subject see, e.g.,
    ONTIME::POSTSCRIPT_PRINTING, REGENT::ANSI_PRINTING.
    
    ...petri
    

    picky, picky ... doesn't have to do with a decpc per se but has
    everything to do with relationship of a retail customer to a computer
    vendor.
    
    perhaps I should have said I bought a complete dec pc system
    configuration including peripherals, at the time it seemed easier. 
    As far as industry standards go ... my documentation indicates
    that I should only use dec manufactured printer cartridges. 
    

I buy HP ink cartridges at Staples and Sam's Club for my DEC Multijet
2000.

Art

EVERY manufacturer will tell you to use only their brand of replacement
components.  Your car's manual probably tells you to use only their brand of
antifreeze and oil filters.  It's up to the makers of the "generic"
components to advertise what products they fit.

				Steve

Interesting topic.. Let me explain how it directly relates to me.

My husband owns a small business and we were in the market for a PC, 
A DIGITAL pc.  I wanted compatibility to what I have a work, and I 
wanted to by DIGITAL because I work here and feel loyal.

After several "problem" discussions with the 1-800-DIGITAL and trying to 
figure out exactly what we wanted (given that there were so many types and 
things to choose from and I didn't have a clue as to what all the
configurations were all about.. ) it took us time to decide what configuration 
fit us best.  

In the meantime, We visited COMP-usa, circuit-city, etc...etc.. comparing 
prices and getting educated on (serial lines, disk capacity, etc..etc..) 
I called 1-800-DIGITAL with credit card in hand.  (  We needed the system 
as fast as possible for tax reason..btw..) 

For 25 minutes I listened to: "I'm sorry.. all our representatives are 
busy.. please hold".  After 25 minutes, I hung up, went to Comp-USA, bought 
a PC from another competitor, brought it home, plugged it in and voila,  - 
I was up and running, plugging in data within 3 hours...

I really wanted to by a Digital Pc, - But without it being in the store, I 
couldn't see, play with it, and pack it in my car and bring it home!.  

If it was available, I would have bought a Digital PC from the store..

Just my experience... 
    
    - brenda
    





    

    Getting into retail channels mean being able to supply merchandise that
    meets demand, in volume, on time to the retailers, supported by
    appropriate marketing and end-user customer support or finding
    distribution partners that will help with same. (That's a
    simplification but it works for me.) It IS being done, probably too
    slowly, because all of the above are a challenge to get right with all
    of the other constraints that Digital's business is under now.
    
    I'm confident we will be there. We are there in a number of limited but
    growing number of channels.
    
    [Convenience is a big factor for the customer but you have to put it in
     perspective. I was at Staples last weekend buying laser printer label
     stock and I wandered through the printer aisle. I didn't expect to see
     the toner cartridge for my printer there--Staples doesn't sell that
     brand. If you bought a printer from some channel, that channel at a
     minimum should provide you with the supplies to support it or tell you 
     where you can get it. As I recall, their printer ribbon, ink and toner 
     supplies were limited to supporting the printers that they sell. If you 
     want to find a compatible cartridge, call the vendor and find out.]

    
    Multiply the last note by many and we have lost business of
    considerable amounts. I don't think it's safe assume this isn't 
    happening over and over again. My direct reps call me with 
    complaints and I escalate the issue for them. 
    
    But I can only wonder how many go unaddressed.
    
    One site can only handle so much business. With our current
    systems, your looking at a labor intensive throw people at the
    problem solution.
    
    It needs to be corrected by getting things in stores across the
    country, fast.
    
    

    
    re. 30
    
    This company drags it's feet in all areas.
    We are cursed with what has cursed IBM for years. 
    Too much indecision, due to so many layers of whomever has to make
    the decisions. Be it management or whomever.
    All I hear is that things are changing, but it's time for some really
    big time changes. And not just with these demoralizing and
    nonproductive layoffs. 
    If we generate enough business, we can make a profit and salvage
    those jobs.
    
    

>Re: .23
>
>I had thought that all of the Digital retail stores had closed by the time
>the Rainbow, etc. were introduced.  How the heck did you manage to configure
>one for $13,000?  My uncle bought a Rainbow (with memory and printer, about
>$4K) and was very happy with it.  He eventually sold it to someone else
>who continues to use it today.  
>
>				Steve
    
    As someone who worked in the Digital Business Center in NYC I can tell
    you that the Rainbow was introduced during the DBC era.  The DBC moved
    several times, from East 42nd street, to 2 Penn Plaza (I level) to 65
    broadway.
    
    The Rainbow was way ahead of its time and had many options (including
    daughter boards, additional cpu's and memory boards) that could raise
    the price quite high.  Still, it was better, but not as open, as
    anything on the market.
                                                                    
    
    Phil_who_wished_we_had_opened_up_the_architecture_on_the_Rainbow

    So, we have to get off our collective butts and put these products in
    front of the customers' faces, so they can feelie touchie before they
    buy. 

    Put the basic PC and maybe some upgraded models out there. Offer
    options and upgrades via a catalog or ordering system of some sort. 

    Maybe even put a PC program out in the retail store that would aid the
    customer in designing (on the spot) a PC which will serve their needs
    at that time... Then they can walk out of the store with product in
    hand...

    Maybe they could even order networking products while they are at the
    same retail outlet, with some reasonable assurance that they will be
    delivered before they're obsolete.

    Maybe I have the wrong concept here, but it doesn't seem like rocket
    science to me.

    Make the decision and "just do it"...
    

We'll probably get into stores faster now that Pesatori is in charge. But, to do
that, we have to be able to deliver IN VOLUME to the stores. I know that Larry
Cabrinetty (Components and Perhipherals) and Enrico Pesatori have been working
on expanding our sales through stores and distributors. I am under the
impression that Lucente was not helping this effort, to put it mildly. 

Why it would be difficult to sell our PC's in a superstore or local retailer?

Name recognition and advertising.  Has anyone seen the commercials we run on
CNBC and such.  Flashing pictures, load rock and roll, black and white graphics,
no voice over...who do we think we are NIKE.  We don't have the name recognition
for this type of advertising.  NIKE can get away with it, they have Michael 
Jordan, and his simple silhouette can sell athletic shoes.

Use our strengths and turn our weaknesses into opportunities.

I can see an advertisement like this.  Family of three, yuppie type parents,
computer whiz type kid go to a computer superstore to buy the "family PC".  The
parents are seen running back and forth between all the choices saying things
like "I've head good things about this one", and "Hey this is the one that was
mentioned in that magazine"....the whole time the kid is pulling on their arms
saying..."but dad, come look at this one"..."hey mom over here"....suddenly the
parents look around for the 10 year old...He's gathered a crowd behind him as
he plays some really slick game with the worlds fastest PC...fad to black with
the parents saying "and look at that price".

Our strength:     Our systems are good and fast...
Our weakness:     Name recognition (we're no NIKE), only the whiz kid would have
                  taken the time to do the reading and know that..


just a thought....FWIW Michael

RE: .42

	And, we have to make sure that we DELIVER to the superstores. One
	problem I heard of what that when a large superstore said "Ok, 
	your truck full of PC's should arrive between 10 and 10:30am on
	Monday's", DEC balked.. These superstores are using the Just
	In Time method of distribution. We've got to be able to do that.
	I sure hope this problem, IF IT IS A PROBLEM, is being resolved.

	We've GOT to get market share!

							mike

    
    Yes, a good old basic tv ad. This is the product, this is the company.
    
    Come on down. 
    
    

How about the electronic shopping malls one can get to from America Online,
Prodogy, etc?

On CompuServe there's Desktop Direct (!GO DD).

...petri

    A real key issue was passed over a few notes back- superstores expect
    deliveries on a TIME schedule. We rarely deliver anything the same
    MONTH it was promised, how on earth would be deliver to a TIME  slot!
    
    Can any of the field folks that read this recall an example where we
    really delivered when promised, + or - a week even?

re: .43 (ad copy) & "noting in vain" reply

First I think that's a great 30 second spot. We would, however, have to pull
an AT&T post-production number ("have you ever ...? you will.") to get the
flashy 3d rendering demo - we don't have a killer app that demos well in
Sears. Don't get me wrong - I think it is very good ad copy.

The bigger thing to me was the "noting in vain" comment a little later. Our
"corporate psychology" has gotten so caught up in blame and denial that we
keep looking for someone or something to lead us into the light ... this
mushroom isn't holding out *that* hope - and I ain't saying there's
no hope.

In this conference there are lots of folks with a good grasp of our company
and potential pieces of solutions to our current bleeding attrition - moral,
selling focus, cost containment, ad nausium. Implementing good ideas would
require (pardon the airy-fairy west coast sound of this ;-) empowering the
individuals in the company to believe they can make a difference and that
they do have control over the direction of the company and subsequently
their own future within it. The trouble is that many of us are terrified
to try to make that difference, having beaten ourselves bloody on some of
these issues just to see what is widely perceived as politics and cronyism
be the real forces behind the flailing "re-invent Digital" programs.

Real leadership in Digital would come from within organizations ... orgs
that were tied to making profits. This isn't a war, it's a game. Make the
rules visible, make individual contributions visible, reward the folks who
succeed and don't waste time trying to catch those that aren't. Use the
simple tools we have (our people hooked together with e-mail) and bypass
the politics by making everyone persue the same goal - help close a profitable
sale in the next week or two.

Oh well, back to the battle,

Larry

    
    re. 48
    
    CSS gives me a ship date for a system. And it ships on that date or
    a bit earlier. 
    
    I cannot say the same thing for Colorado or New Mexico.
    
    Dave
    

    Our TV ads belong in a newspaper or magazine or on a billboard. Why are
    we paying TV advertising rates to only put words on the screen?!?!?!? 
    
    I always "tune out" when TV commercials come on. I'm usually scanning a
    book or magazine while they're on, but still can't help but hear some
    of the chatter and jingles. I was wondering why I hadn't noticed the
    Digital ads that I'd read about in here. Then one day this week I found
    out why. I was reading a magazine and my wife suddenly shouts "Look! An
    ad for Digital!!!" Sure enough, there it was, in boring black and
    white, with NO voiceover or anything to catch my attention. No wonder I
    haven't noticed them! They don't do anything to grab the audience (even
    if it's subliminally while doing other things). We're running ads for
    only ONE of the senses on a multi-media platform. Who's idea was
    this???? :-(
    
    The real kicker? Yesterday, one of the computer support people at a
                                           ^^^^^^^^ ^^^^^^^ ^^^^^^
    MAJOR WORLDWIDE CHECMICAL COMPANY mentioned that he was about to
    purchase a new Pentium powered PC for home use. He was going on and on
    about how fast they are. I mentioned the Alpha chip, told him of the
    new 275 MHz version, and told him that some of them are available in
    PC's from us. His response was "What's an Alpha chip?"
    
    Harry
    

    Think about it!!!
    
    The average home PC buyer opens up the Sunday paper and a load of color
    advertisments fall on his/her lap.  If they are looking for a PC they
    sort out the major electrinic appliance super center ads, Best Buy,
    Office Depot, Staples, Fry's etc...
    
    On the front cover is a flashy prepackaged system available at a
    competitive price.  Who do you think pays to get their brand of PC in
    the Sunday fliers???
    
    The vendor!!!
    
    Home buyers (if that's the market your trying to break into) see their
    dream machine in the Sunday paper, not in Business Week.  Packard Bell
    "the brand nobody buys twice" does not advertise on the airwaves or in
    magazines.  They advertise directly with the retailer, and jockey, with
    money, for the best position, in the store and the paper, just like
    Coke, and Pepsi do in the supermarket.
    
    Personally I think we ,Digital, have as recognized a name as Packard Bell,
    AST, and Dell, with the home market.  Remember, today the home PC market
    is not that large.  IBM, Compaq, and Apple are still making the big
    bucks selling, or having their wares sold into the fortune 1000.  I
    would like to see some numbers from a market survey outlining our
    potential revenues from retail.
    
    If HDTV is truly a 400 MIP with killer graphics, Mbytes of memory, and
    GBytes of storage, that's when we DIGITAL can offer a tremendous
    advantage.  I daydream about seeing the DEChdtv advertised on Superbowl
    XXIIII.
    
    P.S.
    Which HP cartidge works in the DECjet 2000?                                        

    "Why" do I rarely see ads on TV for DEC, and the ads I DO see are on
    PBS or Discover.  If we are selling PC's we barely advertise.
    
    "Why" can't I walk into a PC computer store and see DEC ads, and
    equipment available to buy on the spot?
    
    Jeff

    Reposted without permision: summary from new job listing in Jobs book:
    

Job Description:
Finalize agreements and merchandising plans with SAM's Club and CompUSA for our
retail line in Q4/94. Hire two experienced PC retail account managers in Q1/95
to develop our retail channel roll out, and sell in program for FY95. 10yrs
account management and/or sales management is PC business. Specific experience
in working w/retail firms such as SAM's and Office Depot. SRI 41
    

--------------------------------------------------------------------------------
re. 3039.49
�In this conference there are lots of folks with a good grasp of our company
�and potential pieces of solutions to our current bleeding attrition - moral,
�selling focus, cost containment, ad nausium. Implementing good ideas would
�require (pardon the airy-fairy west coast sound of this ;-) empowering the
�individuals in the company to believe they can make a difference and that
�they do have control over the direction of the company and subsequently
�their own future within it. The trouble is that many of us are terrified
�to try to make that difference, having beaten ourselves bloody on some of
�these issues just to see what is widely perceived as politics and cronyism
�be the real forces behind the flailing "re-invent Digital" programs.

I put a note in a few weeks back (note 3006.57).  Please take a look at it.
Since I put that note in this is how far I've gotten.  Three people are going
to call me back.  Three people never answered my mail.  One person called, and
was assigning it to a sub-ordinate (that person is on of the three that hasn't
called).  Two people called and had to know the sales' rep name.  I told them 
that they would have to look it up themselves (because I really couldn't get my
wife involved on her end).  They told me that it was not possible (funny thing
though, I was able to look up the sales office in VTX, given only my wife's 
companies name).  So you can feel as "empowered" as you'd like, I feel like a 
fool on a fool's errand.

--------------------------------------------------------------------------------
re. 3039.51
�    MAJOR WORLDWIDE CHECMICAL COMPANY mentioned that he was about to
�    purchase a new Pentium powered PC for home use. He was going on and on
�    about how fast they are. I mentioned the Alpha chip, told him of the
�    new 275 MHz version, and told him that some of them are available in
�    PC's from us. His response was "What's an Alpha chip?"

Could this be considered a "name recognition" problem?  

--------------------------------------------------------------------------------
re. 3039.52           
�    Personally I think we ,Digital, have as recognized a name as Packard Bell,
�    AST, and Dell, with the home market.  Remember, today the home PC market
�    is not that large.  IBM, Compaq, and Apple are still making the big
�    bucks selling, or having their wares sold into the fortune 1000.  I
�    would like to see some numbers from a market survey outlining our
�    potential revenues from retail.

I debate this.  We may have that name with customer who work with computers on 
the job, but not the average cusumer.  The "home PC market" may be small...but
how many of our current customers have PC's at home.  I think that we would be
surprised if we took a survey of our customers and asked that question.  I think
it would be a very high number...and if we can't impress our customers in their
home, than how do we expect to impress them where they work?
    
�    If HDTV is truly a 400 MIP with killer graphics, Mbytes of memory, and
�    GBytes of storage, that's when we DIGITAL can offer a tremendous
�    advantage.  I daydream about seeing the DEChdtv advertised on Superbowl
�    XXIIII.

Huh?...how does this translate to a customer?  If this is what we're playing 
at superbowl time, comercials will become just another "miller time" (time to
run to the fridge for another beer).  Don't all of those facts and figueres 
translate to TIME?  How about a advertising campain like "Alpha AXP, because
you have better things to do with your time."  or "Alpha AXP, because your time
is as valuable to us, as it is to you."  Do it up as a phases of life kind of 
thing...Show commercials that demonstrate what faster machines will do for the
customer.  The young executive who's reports come out early so he/she can leave
early on Friday...then flash to the executive as he/she dines out with their
significant other.  How about the slightly older executive who is responsible
for the quaterly roll ups finishing up a little early midweek to attend his/her
kid's play "Fun with food", with the kid representing the dairy portion of the
four food groups...or simply home in time to bath his/her one year old...fade to
black with little kid like sounds in the background....Or the older executive
who decided to switch the line to Alpha AXP...show him/her getting that long
awaited promotion to VP...or better yet, on the phone with a software vendor
saying..."I know we've been with you a long time...but this new company's 
software runs on Alpha AXP...well they used the extra speed to impliment some
new features...they told us it wouldn't take much time to convert, and they 
were right...etc, etc"....meanwhile we see his office staff gearing up outside
for his/her "Surprise promotion party"  

Bottom line, don't sell numbers, sell the concept of speed and time...Got another
one..a computer super store with one aisle of Alpha PC that moves 2 time faster
than the rest of the customers...real visual!

Michael

>    Which HP cartidge works in the DECjet 2000?                                        

HP InkJet, apparently (based on topic 500 in NOTED::IBMPC-94).

...petri

    I saw it.  It was the 520ic priced at $375 plus around $11 for shipping
    and another $11 for a cable.  The sales bozo said it was from Digital
    Technology, one of the most respected computer companies.  Yeah, right.
    They printed something that had Digital Equipment Corporation at the
    bottom.
    
    
    Brian

re .57:

>  but at least we got our name into a sales channel that reaches regular,
>  normal people!

Not to pick a nit, but I didn't think that "normal" people watched QVC. :-)

John (who isn't normal either)

    Drift::Wood -- it must be the name...
    
    I always wanted to use Ply::Wood -- but alas, I'm a Granpa::JWood
    
    John (normal... what's QVC) Wood

| Not to pick a nit, but I didn't think that "normal" people watched QVC. :-)

What makes you think "normal" people buy DEC PCs?

>Per

Which printer is that?  We have about a half-dozen printers for sale at
retail stores.

				Steve

    
    It is a color ink jet printer.  I don't know the model number.
    The price is around $399, but not quite sure.

Probably the DECcolorwriter 520ic.  For the same price (or lower) you can
buy a Canon BJC-4000 which is better.

				Steve

    Re: .66
    
    What makes the Canon better ?
    

I have the Canon 4000BJC.  I am extremely pleased with its combination of:

- Price 
- Speed
- Color handling (for what I do - others like the Epson are better for 
  "professional" use
- Footprint
- Straighter feed (most other curve the media through 180 degrees)

Better and best are probably subjective observations to the eye of the 
beholder, but for my needs the Canon is best.

Not sure this is the right conference...

Canon BJC-600 is on sale for $399.00 in Staples this week.
It's the same price with BJC-4000 in Lechmere.
This is the lowest price ever for BJC-600, and it's a very hard
decision to make between these 2 models. But I do notice that 
BJC-4000 has much faster speed. 

According to PC Magazine (Nov-22-94) :
"Small-business users and individuals who need color output should
consider either the BJC-4000 ($549 list). We were disappointed only
with the BJC-600 ($579 list), aimed at graphics-intensive users."

"The BJC-600 does not seem to merit the extra cost over the BJC-4000.
Targeted at the graphics-intensive user, this unit's monochrome image
output is a middling 1.7 gppm, while its color output of 0.2 gppm
is the slowest we saw. It's also a text slug--49 cps for letter-quality
text; again, the slowest of the lot. And, while vivid, the colors are
not very accurate(esp. blue). " etc...

    I believw there is a driver that "fixes" the slow color output of the
    BJC600, available if you call HP for it. 		
    
    Something to consider....

    I would be seriously surprised if HP provided drivers for the (Canon)
    BJC600 :^)

    oops...
    
    my mistake. 
    
    Robert

        Olivetti. I've got one and like it fine.
        
        

>>Canon BJC-600 is on sale for $399.00 in Staples this week.
>>It's the same price with BJC-4000 in Lechmere.
    
    The BJC-4000 is also $399 at Computer City and Circuit City (varying by
    3 cents of course).
    
    I too am having a very hard time deciding!  I called Cannon yesterday
    and was told the BJC-600E is now available.  It came out about 2 weeks
    ago.  Sears has it (or so they say), but the MLP is $549.  It should be
    faster.  But, I'm not sure it is really better than the 4000.
    

   What is the diff between the 600 and 600E?

    
    re: .57
    

    QVC has had two 2 1/2 minute spots on the LJ520 printer. The sales-thru
    was excellent and QVC is very pleased with the results. They aired us as
    a premier vendor yesterday with 5 more spots.
    
    Look for expanded showcasing of more and different Digital products
    next calendar year.
    
    -Joe